Premios Texas 2009 Recap

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CONTENTS
• Event Details
• Performers
• Media Partnership Extensions
• Event Public Relations
• Event Elements
• Event Photos
• Brand Activation Photos


EVENT DETAILS
Tecate Light presented Premios Texas 2009 Latin music awards
ceremony. Now in its 5th year, the awards show featured bands and
artists from around the world, as well as locally recognized talent.
Over 2,500 guests were granted excusive access to the invitation only
event with VIP red carpet arrivals and live performances by some of
the best acts in Latin music.

• Date August 13th , 2009
• Location Austin, Texas
• Venue Long Center for the Performing Arts
• Event Hours 7:00 PM – 9:00 PM


PERFORMERS

Makano
Makano
Reyli Barba
Reyli Barba Yahir
Yahir

Bobby Pulido
Bobby Pulido Olga Tañon
Olga Tañon K-Paz de la Sierra
K-Paz de la Sierra

El Güero
El Güero Vallejo
Vallejo
Tati
Tati


PUBLIC RELATIONS
Thursday, July 16, 2009
Winners at Premios Texas
Awards program honoring Latino musicians goes national By Gissella SantaCruz | Thursday, August 13, 2009, 10:21 PM
Austin Business Journal - by Sandra Zaragoza Staff writer
Though there were only 10 categories to address at Thursday night’s Premios Texas awards, the big
Editors Note: Music Industry Today is a series that will appear on this site every Thursday looking at the
winner was Olga Tañon.
issues and artists shaping Austin's music scene.
Tañon, who was nominated for Best Tropical Artist and Best Female Artist, won both as well as
Demonstrating the growing strength of the Texas Hispanic market, an Austin-based Latino music
receiving a surprise Lifetime Achievement Award by the Premios board. Panamanian singer Makano
awards show will receive national air time this year.
also won in both of the categories where he was nominated: Best New Artist and Best Hip Hop/Urban
Artist.
For the first time, “Premios Texas 2009” is airing nationally on cable, Spanish-languange network
Galavisión on Sunday, Aug. 23 at 7 p.m. CT. Univision — Galavisión’s parent company — will also air
Local favorite Vallejo won Best Austin Band.
the show in some of its markets. Austin-based KAKW Univision 62 produces the awards program.
Vallejo, who opened the evening’s ceremonies, helped set the tone of over-the-top spectacular
Luis Patino, vice president general manager of Univision 62, said getting national air time speaks to the
performances worthy of any big-name awards show. Backed by a dozen or so dancers dressed in skin-
wide appeal of the show’s musical line up, as well as Texas’ growing clout in the Latino music industry.
tight platinum short suits, the band busted onto the stage through a cloud formed by a smoke machine.
“The state of Texas and the Texas Hispanic market represent a large business opportunity for a lot of
these record labels,” Patino said. “There is a lot of influence that Texas has over the music industry.”
And while many of the audience members clearly didn’t know who this band was, Vallejo’s catchy new
In its fifth year, the awards show is now national in scope. This year’s show will feature bands and
song, “Ayo,” (written especially for the occasion), had people clapping and swaying in their seats.
artists from around the world, as well as local bands, such as Vallejo. The musicians represent various
Apparently it was too early to jump to their feet.
Latin music genres, including pop, tropical, regional Mexican, rock and urban. The award winners are
While the majority of the performances were well received, a few stood out, including Bobby Pulido’s
chosen by Texas voters.
acoustic version of “Desvelado,” which gave this popular song a sweeter and more fitting sound.
A free pre-event concert on Aug. 12 is expected to draw about 5,000 people. The invite-only awards
The regional Mexican group and fan favorite K-Paz de la Sierra’s performance was the first to actually
program will take place at the Long Center on Aug. 13, and attract about 2,500 people.
get some folks dancing, but was cut short by the show’s director, surprising the group and disappointing
The awards show has been profitable for the station, Patino said, declining to disclose specific figures.
the audience.
Tecate Light is the event’s title sponsor for the second year in the row. The program has also attracted
Target, but Patino said that two major sponsors are still pending.
Topping Vallejo’s stellar entrance was Makano’s performance of his uber-popular “Te Amo” of which he
Given the economy, sponsorship is not what the station would have liked, but Patio believes it will end
sang with the best of all the dance groups of the evening and a real, souped-up Ford GT in the middle
up about flat compared to last year.
of the stage.
Nevertheless, garnering national air time is proof positive that there is a demand for this type of event,
Patino said.
But it was the reaction the fans — who determined the winners with their votes online — had to seeing
some of their favorite artist in person that really made the night special. And while each one of the stars
“I think that there was a heavy demand to have this type of premium property,” he said.
smiled hugely and acknowledged those who shouted out their names, none was more genuine than
Patino hopes that the show will also raise Univision’s profile in the Austin market.
Tañon.
“People don’t realize that [Univision 62] is the No. 1 station in the market,” Patino said. “This is a
statement on where Austin is going, where Austin is and the relevance of Spanish-language media.”
Tañon danced, unexpectedly sang and even allowed for a few lucky fans to approach her seat to have
Univision 62 nabbed the No. 1 spot for the 5 p.m. newscast among 18-49 year olds for the entire first
their pictures taken with her.
half of 2009, he said.
With bigger names, better organization and a much more professional look, it was hard to imagine that
As far as “Premios Texas” goes, the station’s long-term goal is to expand its reach.
this was the same awards show that first took place at the Paramount Theatre only five years ago. The
“It would be nice to continue to showcase Austin. We are the Live Music Capital of the World; We want
awards will be broadcast Aug. 23 on Galavision.
Austin to be the Live Music Capital of Latin Music,” Patino said.


PUBLIC RELATIONS
Galavisión to Air the Premios Texas Awards
Austin's Spanish-language stations take the stage
BY BELINDA ACOSTA / August 21, 2009 Latin music awards to air nationally from Austin
By Juan Castillo | Wednesday, July 8, 2009, 01:47 PM
When the Rock and Roll Hall of Fame and Museum designated Austin City Limits as a historic rock &
roll landmark last week, music lovers agreed it solidified Austin's reputation as the live music capital of “Premios Texas,” the Austin-based Latin music awards celebration, will be
the world. That profile is expanded this Sunday, when Austin can lay claim to being the live Latin broadcast nationally on the Galavisiòn Spanish-language cable network,
music capital of the world, too.
producers announced today.
Sunday night is when local Univision affiliate KAKW Channel 62 airs the fifth annual Premios Texas,
otherwise known as the Texas Latin Music Awards. That's news in itself. What's more significant is The Aug. 13 event at the Joe R. and Teresa Lozano Long Center for the
that the show will air nationally on Galavisión, the leading Spanish-language cable network and sister Performing Arts will tape for airing Aug. 23 at 7 p.m.
network to Univision. This positions Austin among such other high-profile cities as Los Angeles,
Miami, and New York, where Latin music is more often celebrated. The cable network reaches more than 54 million U.S. homes, said Luis Patino,
While Premios Texas started as a Tejano music-based show, "as our great state continues to grow in vice president and general manager of KAKW, Channel 62, the Spanish-
diversity, so does this award show," explained Luis Patino, general manager and vice president of
language Univisiòn network affiliate in Austin which is producing the awards
Austin's Univision 62. The Premios Texas awards now recognize both a broad range of Latin musical
genres – including pop, tropical, regional Mexican, rock, and urban music – and contributors to the show. Univisiòn Communications is Galavisiòn’s parent company.
genre by handing out a lifetime achievement award.
“This honor only amplifies the significance of Austin, Texas as the live music
Latino musicians from the U.S. and throughout Latin America descended upon the Joe R. and Teresa capital of the U.S.,” Patino said.
Lozano Long Center for the Performing Arts on Thursday, Aug. 13, to tape the show, which will be
broadcast nationally on Sunday, Aug. 23. Participating musicians include merengue artist and two- The fifth annual “Premios Texas” hands out awards to bands and artists from
time Grammy-award-winner Olga Tañon, Panamanian reggaeton artist Makano, platinum-selling
Tejano musician Bobby Pulido, duranguense bands K-Paz de la Sierra and El Guero y Su Banda
various Latin music genres, including pop, tropical, regional Mexican, Tejano,
Centenario, Latina pop star Reyli, and Austin's own Vallejo. And among the 11 award categories is rock and urban, as well as a Lifetime Achievement honor.
one specific to Austin: Best Austin Band nominees include Vallejo, La Clave de Mexico, Foco Rojo,
and the blazing hot Los Bad Apples. Sissi, the Cuban supermodel and former co-host of the long- Among artists scheduled to perform this year are merengue artist and Grammy
running, enormously popular, Spanish-language variety show Sabado Gigante, is the mistress of winner Olga Tañòn, Panamanian reggaeton artist Makano, and Tejano music
ceremonies. favorite Bobby Pulido. Vallejo, the Austin-based rock band, is scheduled to kick
off the show.
Austin's Univision 62 is the leading Spanish-language TV station serving Central Texas. In
conjunction with the city's recent growth spurt in Latino households, Univision 62 has seen an
impressive 38% growth in viewers. In addition, the station's local 5pm news program has consistently
been rated No. 1 for the last two Nielsen Station Index sweeps periods among adults 18-49, Patino
confirms.

While the Premios Texas awards show is primarily in Spanish, Patino believes the show appeals to all
audiences. "Music has no barriers, and thus, even non-Latino or non-Spanish speakers can enjoy and
appreciate the various musical styles," he says.


PUBLIC RELATIONS

Red Carpet Alert: Austin to Host Premios Texas 2009 Latin Music Awards Olga Tañón brilla en Premios Texas
[Win VIP Red Carpet Tickets] (Jay Janner, ¡ahora sí!)
Gissela SantaCruz, ¡ahora sí!
Been feeling a little empty since Pachanga Fest ended? Fear not—Austin continues to back up
its claim to be the center of the Latin Music world. On Thursday, August 13th, Austin’s own La quinta edición de Premios Texas se celebró con gran estilo, en casa casi llena y con
Long Center for the Performing Arts will roll out the red carpet for Texas’ premiere Latin music presentaciones inolvidables el jueves 13 en el Long Center de Austin.
awards, the fifth annual Premios Texas. Featured will be top Latin acts, including Grammy-
winning merengue and latin pop singer Olga Tañón , Latin Grammys “Entertainer of the Year” La noche empezó con un espectáculo de calidad al nivel de las mejores ceremonias de premios
recipients for Best Group, norteño band Los Rieleros Del Norte, and local rock favorites, Vallejo. con la presentación del grupo local Vallejo, pero la noche fue de Olga Tañon, quien recibió tres
galardones durante los Premios Texas.
The Premios Texas awards winners from the five most popular Latin music genres: Pop,
Tropical, Regional Mexican, Rock and Urban. A Lifetime Achievement Award will also be Tañón ganó sus dos nominaciones de Mejor Artista Tropical y Mejor Artista Femenina, así como
bestowed upon a performer who has made lasting artistic impact and significant contribution to el premio por su Trayectoria, otorgado por el profesionalismo en el escenario durante su carrera.
Latin music. The public can learn more about past and present featured artists as well as vote Y mientras la mayoría de las presentaciones fueron bien recibidas, ninguna emocinoó más a la
for this year’s nominees at www.premiostexas.com. audiencia como cuando Makano salió a cantar, “Te Amo”, y ninguna fue tan desilusionante como
cuando cortaron la presentación de K-Paz de la Sierra.
2009’s Premios Texas gala and awards ceremony is presented by local Univision affiliate,
KAKW Univision 62, Austin’s #1 watched local television station. The party starts August 12th, Lista de ganadores:
with a free concert on the terrace of the Long Center. Red carpet gawking commences the Mejor artista tejano: Bobby Pulido
following evening around 5pm as guests take their seats for the awards ceremony, which will Artista Regional Mexicano: El Chapo
also be broadcast nationally August 23rd on Galavision, the leading Spanish-language cable
Mejor Artista Rock / Pop en Español: Reyli
network in the United States.
Mejor Artista Tropical: Olga Tañón
Over 5,000 spectators attended last year, and as the awards gala has grown considerably Mejor Artista Hip Hop / Urbano: Makano
during its five year tenure, many more are expected to attend next week’s red carpet affair.
Mejor Artista Femenina: Olga Tañon
Enter your information below to score yourself VIP tickets to walk the red carpet.
Mejor Artista Masculino: El Güero
Artista Revelación del Año: Makano
5TH ANNUAL PREMIOS TEXAS 2009 Mejor Banda de Austin: Vallejo
Wednesday August 12th- Thursday, August 13 2009
Long Center for Performing Arts (701 W. Riverside Drive) Mejor Álbum del Año: K-Paz de la Sierra, “Capaz de Todo Por Ti”
Free pre-concert Aug. 12th on the Long Center terrace from 5-10 p.m., Awards Show red
carpet starts at 5pm August 13th, national television broadcast Sun. August 23rd at 7pm
Central


PUBLIC RELATIONS
Awards show honorees excel beyond stage
By Gisella SantaCruz
AMERICAN-STATESMAN STAFF
Sunday, August 23, 2009

For the many fans who didn't get the opportunity to attend the fifth annual Premios Texas on Aug. 13 at the Long Center, this weekend marks the chance to see on the small screen what they
missed.

Premios Texas, the local Univision affiliate's version of Viewer's Choice Awards, recognizes artists from some of Latin music's most popular genres, including rock en español, hip-hop, tropical and
regional Mexican. It also presents a Lifetime Achievement Award, given to a performer who "has made creative contributions of outstanding artistic significance to Latin music" during his or her
career.
Since the beginning, Premios Texas has included a category that acknowledges the local Latino music scene along with the other categories that typically include the names of internationally popular
artists such as Olga Tañon (who was nominated for two Premios and received the Lifetime Achievement Award this year).

Some of the nominees, of course, are more than just musicians.
Bobby Pulido, nominated for Best Tejano Artist, is not just Tejano music's crooner, but he's also the part owner of an advertising agency in McAllen. Most recently, he added the title of director to his
résumé.
"I'll be the director of my next video," Pulido said. "When I write songs, I also visualize what the video would look like, and I've learned a lot from the videos I've shot in the past."

Pulido describes his directorial debut video as "very Eminem-like. I'll be playing the role of about nine different characters. It's really funny."
Anita Benner, lead singer of Los Bad Apples (which is nominated for Best Austin Band), is, among other things, a documentary filmmaker.
In February the band was invited by Armed Forces Entertainment to perform for U.S. troops in the Middle East. The band, chosen because of its lively rhythms and diversity, played in Kuwait, Saudi
Arabia, the United Arab Emirates and Italy.

Before their departure, Benner hired a videographer as part of the band's ensemble to record the once-in-a-lifetime opportunity.
"We were so honored to be a part of this," said Benner, whose mother is from Uruguay. "We met so many young men and women. It was incredible to know how much they're willing to sacrifice."

Olga Tañon, nominated for Best Tropical Artist and Best Female Artist, announced in July that she would stream a live talk show from her Web site once a month where those who join will find a
"natural Olga, the real Olga Tañon, the mother, the wife and the woman," she said.

"This is a show specifically for women, to give us a place where we can talk about the things that worry us most," said Tañon. "We'll always have an expert to help us with the answer we're looking
for."

For the Vallejo brothers - Alex, A.J. and Omar - the band is their business. Vallejo, which was nominated for Best Austin Band, wrote the song "Ayo" specifically for the opening of Premios Texas this
year.
"We're an enterprise," said Alex Vallejo of the Vallejos' studio where they record and produce not only their projects but also those of other local artists. "We want to do it all."

Although business and family don't mix in some situations, the brothers say that being family is the most important ingredient in their success.

"I think a lot of bands don't make it because of the time the members have to spend together," said Omar Vallejo. "You eat, sleep, practice, tour, record, everything together. That's a lot of time if you
don't really know one another."
"But being family, we're sort of forced to make it work," said A.J. Vallejo, adding that the brothers and other band members even live within walking distance from one another.

In the past, the awards show was televised only locally or regionally. This year, however, it will air nationally at 8 Sunday, August 23 on Galavision.


PUBLIC RELATIONS
Off the Record
Music News
BY AUSTIN POWELL

Olga Tañon
Photo by John Anderson

The only thing that properly translated at the Premios Texas awards at the Long Center last Thursday,
Aug. 13, came courtesy of the show's sponsor: Tecate Light. Even without the closed-captioning, the fifth
annual Latin music ceremony was quite the spectacle, complete with a category for Best Austin Band,
slapstick skits, and a curtain-closing performance by merengue's belle of the ball Olga Tañon, who took home
a surprise lifetime achievement award. Presented by KAKW Channel 62, the program airs nationally through
the Galavisión network on Sunday, Aug. 23, 7pm (for more details, see "Galavisión to Air the Premios
Texas Awards”). Tune in early for Vallejo's steamrolled, opening rendition of "Ayo." Elsewhere on the dial,
ME Television founder Connie Wodlinger stepped down as CEO of the network after a hard year of belt-
tightening, though she maintains an equity stake and a spot on its management committee.


RED CARPET


MEDIA PARTNERSHIP
EXTENTIONS

Online Elements


EVENT ELEMENTS
Event Invitation

Event Program


CANCION DE LA SEMANA SPONSORSHIP
• GOAL: Provide a way for TECATE LIGHT to ASSOCIATE their brand with
• the LOYAL and TREND-SETTING music lover in THE
LIVE MUSIC
• CAPITAL OF THE WORLD

• CONCEPT: Utilize ON-AIR PROMOS and INTEGRATED NEWS SEGMENTS in
conjunction with Univision Online MI PAGINA PROMOTION

• STRATEGY:
• On-Air Promos encouraged viewers to tune-into the MUSICA SIN LIMITE News
Segment at 5p and 10p on Fridays
• MUSICA SIN LIMITE Segments featured videos and concert clips from various
artists that were nominated for Premios TX 2009
• For the three (3) weeks leading up to Premios TX- during MUSICA SIN LIMITE
our Entertainment and Music Correspondent, Dave Rios, annuonced the
“Tecate Light Cancion de La Semana”

• Artists Featured Included:
• El Guero y Su Banda
• K-Paz De La Sierra
• Bobby Pulido

• Additional promos ran featuring LOCAL TALENT ENDORSEMENT and mentioned
the previous week’s TECATE LIGHT CANCION DE LA SEMANA


On-Air Elements KAKW
Promo # Spots Flight
Makano 11 6/15/09-6/21/09
El Guero 15 6/29/09-7/5/09
Olga Tanon Vote now 15 6/29/09-7/5/09
Kapaz Vote Now 15 6/29/09-7/5/09
Sissi 20 7/16/09-7/26/09
Bobby Pulido 20 7/16/09-7/26/09
Red Carpet 38 7/27/09-8/12/09
Premios TX 16 7/20/09-8/2/09
Musica Sin Limite: Song of the week 14 7/18/09-8/06/09
Pre-Concert 26 8/4/09-8/12/09
Premios TX Tune-In 25 8/17/09-8/22/09
Lo Que No Vio Tune-In 25 8/24/09-8/29/09

TOTAL: 240


On-Air Elements KTFO
Promo # Spots Flight
Makano 20 6/15/09-6/21/09
El Guero 20 6/29/09-7/5/09
Olga Tanon Vote now 20 6/29/09-7/5/09
Kapaz Vote Now 20 6/29/09-7/5/09
Sissi 23 7/16/09-7/26/09
Bobby Pulido 22 7/16/09-7/26/09
Red Carpet 49 7/27/09-8/12/09
Premios TX 16 7/20/09-8/2/09
Musica Sin Limite: Song of the week 14 7/18/09-8/06/09
Pre-Concert 26 8/4/09-8/12/09
Premios TX Tune-In 25 8/17/09-8/22/09
Lo Que No Veo Tune-In 25 8/24/09-8/29/09

TOTAL: 280

Social Media: Twitter


Social Media: Facebook

Online Elements


Social Media:YouTube


GREEN ROOMS


ARTIST DRESSING ROOMS


VIP PRE-CONCERT
The free outdoor concert took place the night of August 12th and
featured many of the artists scheduled to appear at Premios
Texas. Appearances were scheduled by Sissi and Makano and
performances by Foco Rojo, El Guero y su Banda and Tati. The
outdoor venue was the perfect place to showcase Tecate Light
product in the exclusive VIP area next to the stage as well as
throughout the City Terrace of the Long Center.


VIP EXCLUSIVE PRE-PARTY
The exclusive VIP Pre-Party held at the Long Center in the
Kodosky Lounge was exclusive to 175 clients both locally and
nationally. Tecate Light signage was displayed throughout
the entire party as well as outside on the Mezzanine area
which held over 500 people.


VIP AFTER PARTY
Local and National Clients were invited to the Exclusive After
Party at Malverde upstairs from La Condesa. Guests were
treated to an assortment of appetizers, music and
complimentary Tecate Light distributed by Chicas de Tecate.
Tecate clients were invited to the ultra-private Tequila Room
downstairs from La Condesa for a special “Thank You” for
their sponsorship and participation.


RETAIL ACTIVATION


Y POR LOS QUE QUIEREN MAS….

MUCHISIMAS GRACIAS!!


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