MTV Tr3´s ‘Descubre and Download’

In yet another move to define and create Latino pop youth culture, MTV Tr3´s has introduced “Descubre and Download,” a multi-platform destination dedicated to promoting a new generation of Latino artists. By going beyond established artists and giving its viewers the opportunity to be the first to discover new artists, sounds and future hit makers, MTV Tr3´s is stepping up its commitment to become the leading music destination for young Latinos. Pacha Massive, winners of the Latin Alternative Music Conference battle of the bands 2005, is the first “Descubre and Download” artist and will be given MTV Tr3´s’ full multi-screen treatment with high profile placement on multiple platforms including MiTRL, MTVTr3´s.com, MTV Tr3´s Radio, MTV.com, and MTV Networks’ URGE digital music service.

“‘Descubre and Download’ is not only the center piece of our emerging artist platform, but is a direct response to viewer expectations that MTV Tr3´s give them the scoop on who’s next so they can share it with their peers,” said Lucia Ballas-Traynor, SVP, General Manager, MTV Tr3´s. “By offering content in multiple platforms, ‘Descubre and Download’ is a music resource for our audience to enjoy, share and get to know new artists on a deeper and broader scale.”

“Descubre and Download” showcases emerging artists in 1-2 minute vignettes with artist’s bites attached to their videos, daily rotation on MTV Tr3´s for one month, inclusion in genre relevant shows (such as “Sucker Free Latino” for reggaeton or hip-hop artists and INDIE 101 for Latin alternative) and appearances on the network’s signature show, “MiTRL.” Online, the “Descubre and Download” artist page will feature a free audio download of the current single and additional content such as a photo gallery, EPK excerpts, blog space and more. The artist’s music and vignettes be also be distributed through various MTV Tr3´s wireless carriers including Verizon Wireless, Cingular, Sprint, Amp’d Mobile and Helio.

Pacha Massive, the debut “Descubre and Download” artist, has been making a buzz since playing their first gig at Madison Square Garden in 2004 (opening for Aterciopelados). The Bronx-based act’s rhythmic blend of funky Latin jams with Colombian cumbia, Afro-Cuban son, Jamaican reggae-dancehall, dub and drum-and-bass has made them a New York club favorite. DJ Nova (writer/producer, King Chango, SiSé, Om) on keys/guitar and Maya on bass make up the core of Pacha Massive, often sharing the stage with up to seven or eight collaborators. They are the first U.S. group to be signed by Nacional Records.

“Pacha Massive has an exciting new sound. Listening to the record is an enjoyable experience, full of good songs and catchy melodies,” said JoseTillán, SVP, Music and Talent Strategy, MTV Tr3´s. “Both members of the group are Latinos, from Colombia and the Dominican Republic, now living in the U.S. and sharing a common passion for music. Their music is a reflection of this exciting generation: a melting pot of genres, languages, backgrounds and styles. ‘Descubre and Downland’ is a fantastic vehicle to embrace new talent at an early stage and to provide them with a platform to share their music with the MTV Tr3´s audience.”

“Descubre and Download” is fashioned after MTV’s “Discover and Download” which has turned audiences on to artists such as TV on the Radio, Red Jumpsuit Apparatus, Jim Jones, and Cartel.