Univision Names Randy Falco President and CEO
Univision Names Randy Falco President and CEO

In an effort to broaden its footprint and extend its reach across different audiences, Univision Radio is launching a music festival series this summer that will feature both major Latin and mainstream acts.

Recent Executive Shake-Ups at Univision Radio

The first installment of the H2O Music Festival will feature two separate festivals, the first taking place June 9 in Dallas at the Cotton Bowl. A second show, slated for Los Angeles, will take place later in the summer. Although the fest line-up has not been finalized, performers to date include Juanes, Snoop Dogg, Gym Class Heroes, Weezer, Paulina Rubio and Damian Marley.

Don't miss the Billboard Latin Music Conference & Awards, presented by State Farm taking place April 23-26, 2012 at the JW Marriott Marquis, Miami. This year's conference includes Q&As with Pitbull and Jenni Rivera, the 2nd annual Latin Music Marketing Awards, and execs like Target VP of entertainment John Butcher and Univision radio president Jose Valle. Visit BillboardLatinConference.com for details. Registration is open now; register by March 9th for the Early Bird Rate and save $175.

The notion of mixing mainstream and Latin names under one roof-specifically a Latin brand like Univision - is a novel one, and one that harks to the festival's name: H2O stands for Hispanic 2.0, and refers to a new Hispanic listener who is more bilingual and bicultural and willing to embrace different types of music in the same station, and now, presumably, in the same event.

"We are creating a festival in a heavily Hispanic market where we're using different styles of music," says Evan Harrison, Executive VP, Content and Entertainment, Univision Radio. "We're creating a new brand. It's not only on the music, but our personalities and mixers will play a key role. We're going to find opportunities to communicate in different ways and entertain our audiences in different ways."

H20 is different from other radio festivals in that it's not a radio show in the traditional sense of the word, but rather, a bona-fide, day-long festival that will showcase over six hours of music. The fest will also feature gaming areas, rest areas, and appearances by different Univision talent from its television and radio networks. The events will be supported by all Univision platforms, including its television and radio networks and its Internet sites. In addition, local television stations will also support the event. Liquid water enhancer MiO will serve as a primary sponsor.