iHeartMedia, the company behind iHeartRadio and its festivals, will produce its first-ever Latin music festival in partnership with Live Nation, Billboard reports. iHeartRadio Fiesta Latina is set to take place Nov. 22 at the Forum in Los Angeles and will feature performances by Ricky Martin, Daddy Yankee, Prince Royce, Roberto Tapia, Alejandra Guzmán, La Original Banda el Limón feat. Voz a Voz, and Jesse & Joy.
The event will be modeled after the media group's iHeartRadio Music Festival, iHeartRadio Ultimate Pool Party, iHeartRadio Jingle Ball Concert Tour, and the iHeartRadio Country Festival.
"Latin music has shown incredible growth on iHeartRadio -- so we decided to use the great format and cultural firepower of the iHeartRadio Music Festival to create a festival that celebrates these great artists and their music," said John Sykes, President of Entertainment Enterprises for iHeartMedia in a statement. "Bringing this caliber of Latin artists together for a night of incredible performances will be an experience you can't see anywhere else."
The festival will be going up against another high-profile Latin concert Calibash, which takes place at the Staples Center the same day. As Billboard points out, iHeartMedia has a history of launching new events to compete with preexisting ones.
iHeartMedia's president of National Programming Platforms, Tom Poleman, said in a statement that listeners have been requesting a Latin festival for some time, and that their Spanish and English radio stations reach 93 percent of the Hispanic population in the U.S. , "more than any other media company." Interestingly, none of the company's 20 Spanish-language radio stations broadcasts in Los Angeles.
A promotion will run on the company's Spanish-language station in iHeartRadio's key markets for the opportunity to win a trip to the festival. Tickets for the event go on sale Oct. 11
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