Frontera, the official wine of the 22nd Annual Latin GRAMMY Awards, is expanding its support for Latin artists through a unique partnership with Houston-based, acrylic and mixed media artist Edgar Medina. The Mexican American abstract painter will join forces with the #1 South American popular import brand in the U.S, to share a new work celebrating Latin culture and its ties to deep artistic expression.
Reflecting this year’s telecast theme “Rediscovering Life Through Music,” and inspired by bold colors, vibrant melodies, and a deep sense of the passion of life, “Rhythms of Imagination” brings these emotions to being on canvas. Highlighting art as a collaborative effort, Medina will be weaving in pieces of canvas created by presenters and nominees at the 22nd Annual Latin GRAMMYs in the days leading up to this year’s celebration on November 18.
The finished piece will be auctioned off on CharityBuzz starting November 30, with proceeds supporting the Latin GRAMMY Cultural Foundation®. Through, scholarships, grants and educational programs, the Foundation furthers international awareness and appreciation of the significant contributions of Latin music and its makers to the world’s culture.
“Cheers! We are pleased to toast to Frontera — together, our mutual admiration for the arts will be amplified and echoed throughout the world among art enthusiasts and music lovers alike, who want to make a difference!” said Tanya Ramos Puig, President of the Latin GRAMMY Cultural Foundation. “Bidding on Edgar Medina’s 22nd Annual Latin GRAMMY Awards inspired, one-of-a kind, art piece is a statement and declaration to our theme “Rediscover Life Through Music.” The proceeds will make an impact in the life of a future artist by not only providing access to education but preserving Latin music’s cultural heritage.”
“Frontera Wines is grateful to have an opportunity to assist in advancing the international recognition of the meaningful contributions of Latin music and its makers,” said Wayland Boyd, Senior Brand Manager for Frontera in the U.S. “The connection between wine, music and the arts is core to our brand’s DNA. Championing the fantastic community at the center of our consumer engagement is a natural expansion of our partnerships within this space.”
No stranger to wine and the arts, Frontera has collaborated with music streaming service Spotify® since 2019, pairing genre-specific playlists with each of four different wine styles in the Frontera portfolio. The brand also launched #FronteraMusicStage in January 202, awarding $500 gift cards to forty lucky winners, totaling $20,000 in prizes for use at live music venues. The program is set to run again in January 2022.
For more information, head over to Frontera’s official website.