TECATE® announced its newest culture platform, Tecate ALTA Presents: ALTA Sinfónica, a reimagined approach to classical music led by Mexican-American conductor and founder of the San Francisco Philharmonic, Jessica Bejarano, and featuring collaborations with some of today’s hottest Latin artists including Snow Tha Product, Oscar Cortez and Los Rakas. ALTA Sinfónica will celebrate and bring audiences a convergence of classic and contemporary sounds.
It’s fitting that this groundbreaking, one-night-only performance take place in a city like San Francisco on October 1st — one known for many firsts and being a magnet for America’s counterculture and human rights movements. San Francisco proudly boasts one the highest percentages of LGBTQ+ adults of any major metropolitan area in the U.S., steeped in the arts, music, food and architectural scenes with roots in Mexican-American history and nuance.
“As with any other cultural expression, we believe music has no borders. To demonstrate the beauty of cross-cultural convergence, the San Francisco Philharmonic will merge with urban artists to create a whole new musical expression. Alta Sinfónica showcases the beauty and power of what is possible when different ideas and identities come together to bring their all,” said Tecate Sr. Brand Director, Oscar Martinez. “Tecate ALTA is all about blurring lines, welcoming unique perspectives and embracing what makes us different.”
Artists forming part of the ALTA Sinfónica experience and collaborating on original, exclusive musical pieces include:
- Jessica Bejarano, a Mexican-American conductor from East Los Angeles and founder and music director of the San Francisco Philharmonic who has guest conducted in Russia, Italy, Romania, Bulgaria, Czech Republic, Spain, Venezuela and throughout the United States. She has also held motivational speaker engagements for numerous companies, schools and arts organizations.
- Snow Tha Product from San Jose, California, proudly represents being Mexican-American in her music. Before becoming a Latin Grammy-nominated rapper, Snow sang mariachi music and then found her voice through freestyle rap and hip-hop.
- Oscar Cortez a native of Los Angeles, California, is known for his signature “callejero” style blending regional Mexican corridos with urban sounds, enriching both genres with his unique vista.
- Los Rakas are an Afro-Latino, Grammy-nominated duo comprised of cousins Raka Rich and Raka Dun who are Panamanians by way of the Bay Area who create Latin-urban music blending hip-hop, plena, reggae and dancehall sounds.
A special docuseries capturing behind-the-scenes interviews, rehearsals and an introduction to conductor Jessica Bejarano will be posted to official Tecate social media channels after the live in-person event on October 1st. Fans can purchase tickets soon by visiting https://tecatebeerusa.com/altasinfonica with all proceeds from ticket sales directly benefitting the San Francisco Philharmonic.
ALTA Sinfónica forms part of the brand’s latest “Bring your All” creative campaign, appealing to a new generation of consumers that is as unique and unconventional as the brand itself. (Check out our recent interview with Belen Pamukoff, Brand Director Tecate and Tecate Light at Heineken USA, on Tecate Alta’s marketing strategy.
A bicultural beer without borders, Tecate ALTA is the lightest brew in the brand’s lineup of beers that include Tecate Original, Tecate Light, and Tecate Michelada. For more information on Tecate ALTA and the brand’s wide variety of other beer products, visit tecatebeerusa.com/tecate-alta. Find the latest news on Facebook @CervezaTecateUS, Instagram @Tecate, Twitter @Tecate and YouTube www.youtube.com/user/USATecate and use the hashtag #AltaSinfonica.
