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Cable Technology Feature Article

October 04, 2010

Alcanza La Fama: Arts and Hispanic Heritage

By Deepika Mala, TMCnet Contributor

"Alcanza La Fama,” a national talent contest launched by Time Warner (News - Alert) Cable, in partnership with the National Hispanic Foundation for the Arts, to celebrate Hispanic Heritage Month.

The young artists, through the contest will have the opportunity to showcase their singing skills for a chance to star on their own music video and be the face of an upcoming Time Warner Cable Spanish advertising campaign.

A panel of judges including NHFA co-founders Jimmy Smits and Esai Morales, will judge the "Alcanza La Fama" contest. They will select the winner of the singing contest by Nov. 19, 2010.

Karen Rodriguez, a twenty-one year old rising Latina artist from New York City, who TWC recognized for her enormous talent and produced her first professional record and music video, will be featured on the contest.

TWC and NHFA, through Ms. Rodriguez's experience, are offering customers a unique opportunity to showcase their talents in a music video and compete for the chance to be featured in the next "Alcanza La Fama" commercial.

"We are excited about creating and supporting this initiative, which underscores Time Warner Cable's commitment to serve the Hispanic community by giving them the control to stay connected to the people and entertainment they most passionate about in ways that are simple and easy," Marisol Martinez de Rodriguez, senior director of Hispanic Segment Marketing for Time Warner Cable, said in a press release. "Music is an integral part of our Latino culture so what better time than during Hispanic Heritage Month to empower Latinos to pursue their passion for music and achieve their dreams," Martinez de Rodriguez added.

The customers, in order to enter the contest, will need to submit a video-clip of the "Es Tu Manera" song via Time Warner Cable's Mi Cultura Facebook (News - Alert) page anytime between now and Nov. 11, 2010. Time Warner Cable, for every customer who "likes" the Mi Cultura Facebook page during the contest, will donate $1 to the National Hispanic Foundation for the Arts, up to a maximum amount of $30,000.

"NHFA's mission is to create opportunities for 'la nueva ola' of Latinos ready and waiting in the wings," said Felix Sanchez, NHFA's chairman and co-founder. “his competition will use social media to provide unprecedented access to participants from every imaginable location in the country," Sanchez continued.

The Universal Music Latin Entertainment's 2010 Machete Music Tour is also being sponsored by Time Warner Cable. The performing artists of concert tour include: Don Omar, Ivy Queen, Chino y Nacho, Rkm and Ken Y, Tego Calderon, Flex, Cosculluela, Jowell y Randy, and JKing and Maximan.

In related news, Time Warner Cable has announced to enter an agreement with Verizon (News - Alert) Communications Inc., a company that delivers broadband and other wireless and wireline communications services.

Deepika Mala is a contributing editor for TMCnet. To read more of her articles, please visit her columnist page.

Edited by Jaclyn Allard