Urban Latin Music Festival launches broad youth drive

LOS ANGELES: The Urban Latin Music Festival (ULMF), a Miami-based Latino/hip-hop event, is launching a five-month PR campaign aimed at raising its profile and attracting sponsors looking to reach urban minority youth.

LOS ANGELES: The Urban Latin Music Festival (ULMF), a Miami-based Latino/hip-hop event, is launching a five-month PR campaign aimed at raising its profile and attracting sponsors looking to reach urban minority youth.

The festival and accompanying campaign represent an interesting trend emerging for urban marketers - the fusion of multicultural niches into a more uniform youth demographic. The festival itself, which features bands that mix hip-hop with south-of-the-border sounds, highlights that urban youth culture is increasingly identifying with multiple ethnic backgrounds, and its finding crossover points centered on age rather than racial demographics.

The ULMF's four-person in-house PR and promotions team, headed by Claudia Figueredo, will work on an endorsement campaign with artists scheduled to appear at the event. Those artists, including Aventura, La India, Orishas, and Tego Calderon, will help promote the ULMF during future appearances and concerts.

The ULMF also plans a series of nationwide Latino movie screenings, fashion shows, and art exhibits to promote the festival.

Outreach to Latino fraternities and sororities is also in the works, as well as an online viral campaign and a guerilla/street component with partner brands in New York and Miami.

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