July 20, 2010

Terra Music Fest, a day-long concert experience headlined by Nelly Furtado, Fefe Dobson and Belanova this fall in Los Angeles, will expand Terra's stateside foray into the music scene-both live and online via the new Live & Loud platform. Hosted by the global digital media company and bilingual content producer, the show will take place October 3 at the Gibson Amphitheatre with Gustavo Galindo and Akwid rounding out the lineup.

“The diverse lineup at the Terra Music Fest and the Live & Loud digital component will make Terra the access point to music both online and off,” said Fernando Rodríguez, CEO, Terra USA. “As we continue to offer interactive initiatives to engage our audience, we are excited to introduce this new music platform.”

The online hub for exclusive concerts, upcoming chats, unique showcases and all other live events hosted by Terra, Live & Loud is designed to make Terra's audience feel closer to their favorite artists. The platform was developed as part of Terra's renewed focus on the entertainment and music arena, which has recently brought fans a series of live chats with artists including Daddy Yankee, Tito El Bambino, Alejandro Sanz and Diego Torres and live concerts like Wisin y Yandel's La Revolución World Tour. Current and upcoming performers on the Live & Loud platform include Don Omar, Jenny Rivera and Ivy Queen.

The Terra Fest is presented by Ford. As partners, Terra & Ford will celebrate music and Hispanic Heritage Month with this loyal demographic-whose buying power is forecasted to hit $1,386.2 billion by 2013 and of which 10.3 percent are planning to buy a new vehicle within the next six months (53 percent more likely than the U.S. total population).* This alliance will offer attendees an interactive and unique experience in celebration of their roots and will build a tradition for the Hispanics living in United States.

“Terra has created a unique entertainment program that delivers on the passion that our target has for music”, said Dave Rodriguez, Ford Motor Company, Multicultural Marketing Manager. "Ford is excited to partner with Terra and to generate high engagement with the brand, both on-site and online."

*Based on research from comScore (Plan Metrix Consumer Target Profile Report. Nov '09. Analysis performed by Terra USA Research) and eMarketer (US Buying Power, by Race/Ethnicity, 1990, 2000, 2008 & 2013 (billions). Selig
Center for Economic Growth, Terry College of Business, The University of Georgia, “The Multicultural Economy 2008”. Jan '09)


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