Music finds Latino fizz

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Soft drinks giant Pepsi has announced the launch of the first–ever Sabados de Verano music programme in the US, a 12–week free music entertainment summer series showcasing the hottest Latino acts including, Alacranes Musical, Belanova, K–Paz, Melina Leon and Tego Calderon and many more.

Through the 'Sabados de Verano' programme, Pepsi will surprise and refresh communities in Los Angeles, New York, Chicago, Miami, Dallas and Houston with 36 live concerts and music film screenings. The programme will kick off on Memorial Day Weekend at the end of May 2011 and continue through mid–August 2011. " I am pumped to join Pepsi in bringing Sabados de Verano to our Latino communities and neighborhoods to celebrate culture and music, " said Tego Calderon who will be participating in the live concerts. " Music has enriched my life in countless ways, and sharing this with my people is what I live for. I'm happy Latinos across the US will access these music experiences in their own backyards. " Pepsi believes the programme will encourage communities to incorporate spontaneity and fun into their Summer Saturdays. In each market, Pepsi will offer two movie screenings featuring a pre–recorded concert and four live concerts by a top–tier Latino artist, reflecting the unique Latino community and its music culture. In addition to the artists mentioned above, Pepsi continues to confirm additional talent for the live performances. Each Sabados de Verano event will also feature a local DJ, who will jump start the afternoon with local tunes in preparation for the main act. Attendees will have the opportunity to participate in interactive games such as Loteria, face painting and futbolito, and special giveaways that will create fun–filled experiences with Latino flavor for everyone present. " At Pepsi, we thrive on developing products and programming that connect with our consumers, " said Javier Farfan, senior director of cultural branding, PepsiCo Beverages Americas. " We cherish diverse cultures and celebrate the Latino community's love and passion for a variety of music. Sabados de Verano provides a perfect opportunity to gather people for an entertaining family and community summer get–together. " Visit Facebook. com/Pepsi for more information on Pepsi events, including Sabados de Verano's event's schedule, list of participating artists and to RSVP for each event. Readers can also follow @miPepsi on Twitter for of the latest updates on summer Saturday entertainment. Catmandu–Zoo, a branded entertainment firm, is working with Pepsi in the development and execution of Sabados de Verano.

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