By THT Staff
Los Angeles, CA (The Hollywood Times) 11/22/21 – Nov. 8, 2021, The Latin Recording Academy® hosted the 22nd Latin GRAMMY Awards® on Nov. 18, 2021, in fabulous Las Vegas at the MGM Grand Garden Arena. The Biggest Night in Latin Music® aired live on the Univision Network from 8-11pm ET/PT (7pm Central).
With the theme “Rediscovering Life Through Music,” the 2021 Latin GRAMMYs telecast invited audiences to rediscover what’s important in life using music as a storyline. With one-of-a-kind collaborations and unique Latin GRAMMY moments, the ceremony was an exceptional celebration of musical excellence paired with inspirational storytelling. As part of the year’s festivities, presenters and performers will once again receive an exclusive invitation to indulge in one of the show’s most anticipated perks: the Official Backstage Talent Gift Lounge.
The Backstage Talent Gift Lounge was not only an interactive and anticipated experience for talent but also an ideal marketing opportunity for companies looking to place their products in the hands of international trendsetters and legends at Latin music’s most prestigious awards ceremony.
This type of celebrity product placement and backstage access can help companies, large and small, leverage star power to boost their brands. While this year’s Gift Lounge respected all Covid protocols regarding group size and social distancing, talent was still acknowledged with some fabulous gifts.
Talent had the opportunity to scoop up the faster-and-more-powerful-than-ever ROKU® Streaming Stick® 4K, MASTERCARD’s brand new Priceless™ world-class fragrances, RËZO HAIRCARE plant-based Curl Define Shampoo + Conditioner + Gel gift sets, personally-engraved bottles of JOSE CUERVO Reserva de la Familia Reposado small-batch tequila, expressive New World Chilean wines from FRONTERA WINES, special edition gift boxes with GAMESA® Galletas Marias, and a GOOGLE Nest Mini to stream their favorite music, podcasts and get hands-free help from Google.
This year’s presenters and performers included a variety of today’s most renowned Latin music artists including Christina Aguilera, Bad Bunny, Ozuna, Rubén Blades, Nella, Jorge Drexler, Paula Arenas, Danna Paola, C. Tangana, Banda El Recodo, Calibre 50, and Los Dos Carnales among others; plus co-host Ana Brenda Contreras, Roselyn Sánchez, and Carlos Rivera.
The Latin Recording Academy is an international nonprofit dedicated to nurturing, celebrating, honoring, and elevating Latin music and its creators. Established as the global authority on Latin music, the membership-based organization composed of music professionals produces the annual Latin GRAMMY Awards, The Biggest Night in Latin Music®, which honors excellence in the recording arts and sciences, in addition to providing educational and outreach programs for the music community through its Latin GRAMMY Cultural Foundation®. For more information, please visit LatinGRAMMY.com.
THE 22nd LATIN GRAMMY AWARDS® OFFICIAL BACKSTAGE TALENT GIFT LOUNGE
Frontera will be serving a selection of the brand’s expressive, New World wines from celebrated regions in Chile at the gift lounge bar. The #1 South American popular import brand in the U.S., Frontera makes delicious, accessible wines that are easy to enjoy with family and friends. Beginning in 2019, Frontera was the first wine brand to collaborate with Spotify to create innovative music and wine pairings. Frontera will also be giving away 750ml bottles of its wines. In addition, Mexican-American artist Edgar Medina will join forces with Frontera Wines to share a new work celebrating Latin culture and its ties to deep artistic expression. Inspired by bold colors, vibrant music, and a deep sense of the passion of life, “Rhythms of Imagination” brings these emotions to life on canvas. Showcasing art as a collaborative effort, Medina will be weaving in pieces of canvas created by nominees in the days leading up to this year’s Latin GRAMMY Awards. The finished piece will be auctioned off on CharityBuzz starting November 30, with proceeds supporting the Latin GRAMMY Cultural Foundation®. The Foundation offers scholarships, fellowships, grants, and education programs to further international awareness and appreciation of the significant contributions of Latin music and its makers to the world’s culture. IG: @fronterawines
Special edition gift box with Gamesa® Galletas Marias as a token of gratitude as well as a nostalgic reminder of the food, music and traditions we enjoy and cherish. IG: @Gamesa.US
Google and the United States Hispanic Chamber of Commerce unveiled a new Latino-owned attribute on Search, Maps and Shopping, so businesses can easily identify as Latino-owned across Google. We’ll be kicking off our first #BuyLatinoOwned / #CompraLatino campaign featuring ways to support Latino-owned businesses as part of our Grow with Google initiatives and ongoing commitment for economic equity for the Latino community.
JOSE CUERVO RESERVA DE LA FAMILIA REPOSADO
Reserva de la Familia are small-batch tequilas carefully crafted following an artisanal process handed down through generations of the Jose Cuervo family. The newest addition to the Reserva de la Familia lineup, Reposado, earns its rich and sophisticated qualities through a unique barrel aging process that employs three different types of wood and barrel toasting styles. IG: @josecuervotequila
This latest iteration of the company’s transformative, multisensory branding approach combines dual fragrances into one unique collection. Both elegant fragrances in red and yellow, Mastercard’s iconic brand colors, express passion and optimism – embodying some of the most exquisite ingredients in the world of perfumery. Combining two of the most exquisite extractions of Rose known in the world of perfumery – Rose Centifolia Pays cultivated in Grasse and Rose Absolute from Morocco– Priceless passion illuminates each facet of the storied flower, sweet and honey-like and deeply rich, spicy, and green. Their essence is amplified with an ultra-luxurious assembly of warm woods and red berries completing the fragrance’s signature fiery spirit and passionate allure. A high-quality, clean woody vetiver fragrance designed to convey optimism, Priceless optimism is built around Vetiver Haiti from the Firmenich NaturalsTogether™ program. An elixir of citrus creates immediate optimism with Sicilian Orange, Grapefruit, Mandarin, and Rhubarb. Together they lift the spirits and create extroverted energy. Crafted by two world-renowned female perfumers — Dora Baghriche and Marie Salamagne of Firmenich — the fragrances evoke the spirit of passion and optimism. With the ability to layer them, they also express individual identity, representing Mastercard’s commitment to inclusivity. IG: @mastercard
Our Curl Define Shampoo, Conditioner, and Gel are infused with black tea to promote hair growth. Sourcing the highest quality and most ethically sound plant-based ingredients, Rëzo products are 100% vegan, sulfate, and paraben-free and formulated to be both ultra-hydrating and weightless for all textured hair types. Rëzo was founded in 2016 by master hairstylist and curl specialist, Nubia Rëzo, who was born and raised in Colombia. The brand was conceived with the goal of empowering the curl community, celebrating textured hair, and promoting healthy hair habits, all through expert curl education and product knowledge. IG: @rezohaircare
The Roku® Streaming Stick® 4K is one of Roku’s most popular streaming players and is now faster and more powerful than ever. The redesigned long-range Wi-Fi receiver is super-charged with up to 2x the speed—exactly what you need to enjoy streaming your favorite shows in spectacular 4K, Dolby Vision, and HDR10+ pictures. IG: @roku_mx