Latinx And Hispanic Heritage Month: All The Music Programming And Events (So Far)

A report by Cathy Applefeld Olson for Forbes.

National Latinx and Hispanic Heritage Month, September 15- October 15, looks and sounds a little different this year with in-person events curtailed by Covid. But the celebration of the cultures and contributions of Latinx, Hispanic and Latino-identifying communities around the world continues on via a host of live-streams, podcasts and events.

Here are some of the biggest musical moments to bookmark:

·     Univision’s Uforia and Verizon are bringing back the Uforia Music Series with a live-stream concert Sunday, September 20, featuring Bad Bunny. Verizon Up members have the chance to win a virtual Meet & Greet with the artist. The series will continue through the end of the year. 

·     Latin Urban-Reggaeton sensation Sech will take the stage on Tuesday, September 22 for the latest in Pandora’s live-stream series. Boost Mobile, sponsor of the event, will upgrade fans’ experience with a virtual after party on Instagram Live. 

·     The first virtual Calle Ocho Music Festival, featuring more than 80 Latin music stars and celebrities, will be broadcast by more than two dozen Hispanic TV, OTT, digital, influencer and audio networks on October 4. Slated to perform are Mau y Ricky, Ivy Queen, Gloria Estefan, Camilo, Jessi Uribe, Jorge Celedon, and Bobby Pulido. Platform partners include Viva Live TV, VME, SBS, Entravision EVC +0.7%, HITN, People en Espanol, ORA TV, Impremedia and Maria Marin.

·     The Billboard Latin Music Awards will air Wednesday, October 21 on Telemundo. Slated to perform are Ozuna, Jesse & Joy and Farruko. Colombian superstar Maluma will be honored with the Billboard Spirit of Hope Award. The event coincides with Billboard’s three-day Latin Music Week virtual experience dedicated to Latin music, culture, and entertainment, October 20-23, that will feature artist conversations, industry panels and exclusive performances.

·     NPR curated a Hispanic Heritage Month playlist on World Cafe and is featuring special programming in some of its podcasts. NPR One is highlighting editors’ favorite NPR stories from over the years about Hispanic culture, art, and personalities. In addition, NPR launched the 10thseason of Radio Ambulante, Juego de ninos as well as Alt.Latino, a spotlight on Latinx arts and culture through music, stories, and conversation.

·     Soy Latino is a new station on Pandora with modes including Soy lindo y querido: Regional Mexicano al 100 (artists include Christian Nodal and Banda El Recodo); Soy ritmo y movimiento: Sabor Tropical (artists include Marc Anthony and Romeo Santos; Soy aventurero: Pop – Explosion Pop (artists include Maluma and Shakira; Soy la voz del momento: Reggaeton pal mundo (artists include Bad Bunny, Ozuna and J Balvin)

·     TikTok is celebrating the cultures and contributions of its #FamiliaLatina. First up is a new Trailblazers series, to be followed thoughout the month by Latinx creators and music artists featured across TikTok Live programs including “Learn on TikTok,” “Dinner With Me” and “Sound Off.” Featured talent includes Gaby Melian, La La Anthony, Luis Fonsi, and a live appearance by Jennifer Lopez. The platform also curated a Sounds page featuring artists that represent a diverse spectrum of Latinx demographics and music genres, and created TikTok Latinx Heritage Month playlists on its official Spotify and Apple Music TikTok accounts.

·     Verizon launched the Latino Apple Music room that houses curated playlists, videos and content from Latin artists. 

·     Peleton is launching themed classes all month with Latinx artists and icons. It also debuted a new apparel line in collaboration with Salvadoran-American artist Adolfo Gutierrez featuring his design “Dame Tu Mano Y Te Voy A Ayudar” (Give Me Your Hand And I’ll Help You).

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