Sí TV Goes On The Latium Tour.

Sí TV announced a marketing partnership with Houston-based music label, Latium Entertainment. The partnership kicked off April 29 and will continue throughout the upcoming spring Latium Tour, which is conducted in English and features Latium/Universal breakout American Latino artists Frankie J, Baby Bash, and Natalie.

The partnership is a natural one for both parties who are seeking to reach Generation Sí; young, English-dominant Latinos who make up 60% of all U.S. Hispanic spending. All three Latium artists had previously performed on Sí TV’s hit show “The Drop” to reach their audience and conversely Sí TV has shown its commitment to young Latino talent by supporting the tour.

As part of the partnership, Sí TV and Latium will utilize a wide variety of cross-promotional opportunities including on-air spots and interstitials, online marketing as well as on-site cross-promotions at each venue throughout the tour.

“We are excited to be partnering with Latium,” says Leo Perez, COO of Sí TV, who orchestrated the deal. “Considering the exponential growth of Generation Sí, this partnership makes perfect sense to us. It’s a great opportunity for Sí TV to speak to our demographic through the music they love to hear.”

“Sí TV is an ideal partner,” said Charles Chavez, President and CEO of Latium Entertainment. “The decision to partner became obvious when we read a Sí TV ad in a trade publication that was targeting the same demographic we were trying to reach. Sí TV is at the forefront of targeting this new generation of Latinos and we are proud to be partnering with them during the Latium Tour.”