HomeLifestyleFrontera Wine Is Supporting Latin Music Through Art

Frontera Wine Is Supporting Latin Music Through Art

Frontera was the official wine of this year’s Latin Grammy Awards, and it’s continuing that relationship after the awards this year through an auction on CharityBuzz supporting the Latin Grammy Cultural Foundation.

The theme of this year’s telecast was “Rediscovering Life Through Music.” To celebrate, Frontera partnered with Houston-based acrylic and mixed media artists Edgar Medina.

The Mexican-American abstract painter set up beside Frontera’s bar in the artist’s gift lounge at the event, and as each of the artists came through the lounge they contributed something to the collective piece of art that’s now being auctioned off.

“The connection between wine, music and the arts is core to our brand’s DNA,” says Wayland Boyd, Senior Brand Manager for Frontera in the U.S. “Championing the fantastic community at the center of our consumer engagement is a natural expansion of our partnerships within this space.” 

The brand has collaborated with music streaming service Spotify® since 2019, pairing genre-specific playlists with each of four different wine styles in the Frontera portfolio. The brand also launched #FronteraMusicStage in January 2020, awarding $500 gift cards to forty winners, totaling $20,000 in prizes for use at live music venues. The program is set to run again in January 2022.

The painting has contributions from Alan Tacher, Paco Candela, Banda el Recodo, Omar Castro, Oscar Otanez, Boza, Calibre 50 – Eden Munoz, Armando Ramos, Alejandro Gaxiola, Erick Garcia, Camilo, Evaluna, Carlinhos Brown, Cristina Bernal, Danna Paola, David Sturek, Descemer Bueno, DJ Nelson, Domino Saints, Édgar Barrera, Eladio Carrion Emmanuel, Emilio Estefan, Flor de Toloache, Gente de Zona – Alexander Delgado, Randy Malcom, Javier Aguirre, Juanes, Kimberly Dos Ramos, La Hungara – Sonia Maria Barbara, Laercio da Costa, Lex Borrero, Lizza Morales, Los Dos Carnales , Luis Barrera Jr, Maná, Maria Toledo, Marie Monti, Matteo Bocelli, Milly Quezada, Nathy Peluso, Nella, Omar Apollo, Paloma Mami, Paula Arenas, Ricardo Laguna, Sofia Reyes, Tony Dandrades, and Yotuel.

“Bidding on Edgar Medina’s 22nd Annual Latin GRAMMY Awards inspired, one-of-a kind, art piece is a statement and declaration to our theme “Rediscover Life Through Music,” says Tanya Ramos Puig, President of the Latin GRAMMY Cultural Foundation. “The proceeds will make an impact in the life of a future artist by not only providing access to education but preserving Latin music’s cultural heritage.”

Bidding on the piece is already underway on CharityBuzz. Bidding ends on December 13th.

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