Daddy Yankee, Natti Natasha & DJ Khaled Tapped to Perform at Univision Upfront: Exclusive
The leading Spanish-language network's new "Culture Unbound" theme highlights upfront initiative rooted in "experiential" two-day event.
Urban music star power will help anchor Univision's upfront presentations with performances by Daddy Yankee, Natti Natasha and DJ Khaled, the Spanish-language network announced exclusively to Billboard.
The two-day upfront begins May 14 and will take place in New York's TriBeCa neighborhood as Univision tweaks the traditional upfront by emphasizing cultural impact through four presentations. Driving some of the activity will be interactive experiences themed around entertainment, news and sports in 3-D and 360-degree views, according to a spokesperson for Univision.
“We are breaking from the pack and modernizing this year’s Upfront presentation,” said Tonia O’Connor, Chief Revenue Officer, Univision Communications Inc. “As perpetual innovators, we are always pushing the boundaries of execution when it comes to representing our clients and our portfolio. Our Upfront event will bring culture to life in a way no other network could ever do.”
About 2,000 people in total will attend the presentations, where Univision will highlight its portfolio to advertisers and will illustrate the power of the Hispanic consumer, which is expected to grow 85 percent over the next 10 years, according to Univision.
“There is only one portfolio of brands exclusively anchored by inclusivity," O'Connor added. "It’s the heart and soul of UCI, informing everything we do, from our dynamic content, to the stack of services we offer our partners."
This year Univision's upfront events will be held at the modern Spring Studios, which are suited to "better reflect its youthful, trendsetting audience," according to a network statement.