Music executive Diana Montes explains how she created the Heat Latin Music Awards.
is led by six-time nominees Karol G, Feid and Bad Bunny, followed by five-time nominee El Alfa and, with four nominations each, Romeo Santos and Bizarrap. Confirmed performers include El Alfa, Mau y Ricky, Greeicy, Mario Bautista, Grupo Niche and many more.
But beyond an awards show — which focuses on talent charting in Latin America as opposed to the United States — the Premios Heat brand has a festival franchise and “La Nueva Cepa,” a new partnership with Warner Music Latin and hitmaker Master Chris, to help promote newcomers making a name for themselves in their countries, as they’ve done in the past with Ryan Castro, Anitta, Yahaira Plasencia and Dekko.
“In five years, without a doubt, Premios Heat will be the strongest music brand in Latin America,” Montes assures. “We see it by our numbers, by the growth of the awards and the festival. We are more than an award; we are a television platform, and we see ourselves developing artists as a label in the future.”Premios Heat/Carlos Zambrano*It’s an experience. The musical platform where you can make a real connection—the beach gives us that feeling of closeness.
The Heat Latin Music Awards has stood out for discovering, supporting and promoting emerging talents such as J Balvin, Karol G, Bad Bunny and many more: Which artist of the new generation do you see possibly reaching that superstar status? We have Dekko here, who won the 2022 musical promise award. I feel that he is already doing a crossover. I see a very strong Dayanara Peralta from Ecuador, with impressive numbers. I see Mar Rendon and an ADSO doing very interesting things. I see a Young Miko, who carries a very strong movement. We have seen the musical movement in Latin America very closely and the important thing for us is not to look at what’s sounding or trending in the U.S.
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