Entertainment marketing company Cárdenas Marketing Network (CMN) has joined forces with Billboard to present a series of Latin music concerts tied to the Billboard Latin Music Awards. The Billboard Latin Music Concert Series is tentatively scheduled to kick off February 2010 and will consist of shows in intimate venues in the top five U.S. Latin markets of Miami, Los Angeles, Chicago, New York and Houston. The shows will lead up to the Billboard Latin Music Awards in April, and will feature Billboard Latin Music Awards finalists, as well as other major Latin acts in all genres. This is the first time in its history that Billboard partners to present a Latin music consumer event.

"We're literally taking the Billboard Latin Music Award experience nationally for consumers who would probably not have the opportunity to go to this type of award," says Elena Sotomayor, senior VP of marketing and sales for CMN. "Now, they'll have a chance to get involved and see these artists perform live."

Although the Billboard Latin Music Concert series is a consumer event, the shows will be entirely sponsor-driven and only be open to fans who win tickets through various promotions with sponsoring brands and partners. In addition, a VIP reception and viewing area will be available at each show for sponsors to host colleagues and clients. Although venues have yet to be determined, Sotomayor says they will likely accommodate between 1,200 to 2,000 fans on average.

The roster of performing artists will be largely determined by the finalists to the 2010 Billboard Latin Music Awards, with probably two artists performing per show. Finalists for this year's awards included Luis Fonsi, Aventura, Wisin & Yandel, Flex and Maná.

"The Billboard Latin Music Concert Series is perfect opportunity to expand our footprint in the Latin music market, and I can't think better way to celebrate the Billboard Latin Music Award finalists leading up to the 12th annual awards show, which will be produced and broadcast live by Telemundo," said Cebele Marquez, sponsorship manager for Billboard.

Questions? Comments? Let us know: @billboardbiz

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