How Experiential Marketing and Brands Are Coming Back During Latin GRAMMY Week [VIDEO]

By Lili Gil Valletta, CEO CIEN+, Cultural Intelligence® Expert

Brands and artists alike are excited to be back “live” for the biggest week in Latin Music. With the theme “Rediscovering Life Through Music,” the 2021 Latin GRAMMYs telecast is inviting audiences to rediscover what’s important in life using music as a storyline. 

As part of that storytelling, many brands are leveraging the many places and spaces that beyond the telecast, are available for an entire week of content creation, digital and in-person engagement, and celebration. For example, this year’s exclusive gifting lounge features brands like Google, promoting its new attribute on Google Search and Google Maps, which allows businesses to identify as Latino-owned, a purpose-driven message that has had major artists like Juanes, Emilio Estefan, Banda El Recodo, Danna Paola, among others, supporting a call to action to buy from Latino-owned businesses with the hashtag #CompraLatino #SupportLatinoBiz.

Emilio Estefan attends the Gift Lounge during the 22nd Annual Latin GRAMMY Awards at MGM Grand Hotel & Casino on November 16, 2021 in Las Vegas, Nevada.  Source: Gabe Ginsberg/Getty Images North America. CIEN+ Agency Partner.

Other brands include Gamesa® Marias Cookies who brought a Mexican-inspired activation to celebrate its 100-year anniversary. Performers and presenters attending the exclusive event will be invited to share personal messages of gratitude as Gamesa® says “Gracias a ti” (“Thanks to you”) to those who have welcomed the brand into their homes for a century of family traditions. Also, talent enjoyed other branded experiences with ROKU® Streaming Stick® 4K, MASTERCARD’s brand new Priceless fragrances, RËZO HAIRCARE plant-based Curl Define Shampoo + Conditioner + Gel gift sets, JOSE CUERVO Ultra Premium Reserva de la Familia Tequila with on-site personalized engraving, expressive New World Chilean wines from FRONTERA WINES,

Gamesa Marias with a Mexican-inspired experience to celebrate its 100-year anniversary.  Source: Gabe Ginsberg/Getty Images North America. CIEN+ Agency Partner.

The Backstage Talent Gift Lounge is not only an interactive and anticipated experience for talent but also an ideal marketing opportunity for companies looking to place their products in the hands of international trendsetters and legends at Latin music’s most prestigious awards ceremony.  This type of celebrity product placement and backstage access can help companies, large and small, leverage star power to boost their brands.  This is one of many other integration opportunities which also include special events, like Leading Ladies of Entertainment, cause-related events and programs with the Latin GRAMMY Cultural Foundation®, Acoustic Session, and many more that provide a year-long of activations for brands that partner up with The Latin Recording Academy. 


The Latin Recording Academy is an international nonprofit dedicated to nurturing, celebrating, honoring, and elevating Latin music and its creators. Established as the global authority on Latin music, the membership-based organization composed of music professionals produces the annual Latin GRAMMY Awards, The Biggest Night in Latin Music®, which honors excellence in the recording arts and sciences, in addition to providing educational and outreach programs for the music community through its Latin GRAMMY Cultural Foundation®. For more information, please visit

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