Pepsi will launch a 12-week summer concert series featuring performances by artists from different genres, including Belanova, Melina León and Tego Calderón.
The "Sábados de Verano" (Summer Saturdays) concert series kicks off May 28 with shows in Los Angeles, Dallas and Houston, and will continue through mid August with additional shows in those cities as well as New York, Miami and Chicago for a total of 36 events that will be free to the public. A majority of those-24 in total-will feature live performances while the others will feature music film screenings and DJs. The final concert, slated for Aug. 13 in New York City, will feature a performance by a yet to be announced major act.
Acts already confirmed to take part in the series include regional Mexican groups Alacranes Musical and K-Paz, pop group Belanova, tropical singer Melina León and rapper Tego Calderón, with more acts expected to be confirmed in coming days. The shows will take place in sites ranging from community centers to parks to malls, with capacity expected to be from 800 to 5,000.
Pepsi has partnered with different media, including bilingual TV channel mun2 as well as local radio to promote the events.
"We're trying to go after what we call the 'New Generation' Latino family and Latino youth," says Javier Farfán, Senior Director of Cultural Branding, PepsiCo Beverages Americas. "We're starting to rebuild and reconnect with the Latin community in a relevant and very localized way," he added.