1800 Tequila returns with another edition of its series of exclusive content, 1800 Seconds, which spotlights emerging artists and celebrates their unique tastes in music and culture in general. This year, 1800 Tequila partners with The Latin Recording Academy® to highlight the nominees in the category of Best New Artist of the 23.a Annual Latin GRAMMY Awards®. Featured artists include Pol Granch, Angela Alvarez, Sofía Campos, Nicole Zignago, Silvana Estrada, Vale, Nabález, Clarissa, and Cande y Paulo.
The renewed program 1800 Seconds This year’s is a three-part video series that gives music fans and aspiring artists a behind-the-scenes look at the process of preparing for and attending the 23rd.a Annual Latin GRAMMY Award as nominee for Best New Artist. Through interviews with the nominees, the video series traces their origins and demonstrates the importance of their nominations to their careers as artists. Documenting the emotion of each step of their Latin GRAMMY nominations, each video is an example of each nominee’s diverse backgrounds and unique musical tastes that they bring to the Best New Artist category.
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bill board asked Proximo Spirits Senior Vice President of Marketing Lander Otegui why 1800 Tequila was interested in the Best New Artist category. “Our purpose in creating 1800 Seconds is to elevate emerging artists, so the Best New Artist category immediately caught our eye,” he said. “As the most awarded tequila, 1800 Tequila places a great emphasis on taste above all else, not only in tequila, but also in music and beyond. Giving these new artists a platform like 1800 Seconds allows 1800 Tequila to apply the incomparable taste of these artists to amplify the future of Latin music.”
Throughout the history of the Latin GRAMMYs, Best New Artist nominees have made great contributions to advancing their craft, and the expansion of the category is indicative of the rise in popularity of Latin music around the world. Since the category’s inception, we’ve seen the Best New Artist award see tremendous growth in popularity, while also serving as a launchpad to stardom not only for the winner, but for all other nominated artists as well. While every artist wants to win the prestigious title and take home the trophy, we have seen artists like Rosalía, Sebastián Yatra and Rauw Alejandro become global superstars without winning the award. This year’s nominee pool has been the most diverse to date, spanning a wide range of genders and ages.
Gerry Rojas, Senior Director of Partnerships and Client Solutions at The Latin Academy
Recording, he worked on the series 1800 Seconds as executive producer. When asked how the Best New Artist category has evolved over the years, Rojas told bill board: “When you look at some of the biggest names generating notoriety in Latin music, many of them were nominated for Best New Artist at the Latin GRAMMYs. Their careers are inspiring and it is humbling to see how they support future artists.”
In the days prior to the delivery of the Latin GRAMMYs, bill board spoke to some of this year’s Best New Artist nominees: Sofía Campos and Nicole Zignago, as well as the two winners, Silvana Estrada and Angela Álvarez. This is the first time in the history of the Latin GRAMMYs that the voting for Best New Artist resulted in a tie.
When bill board Asked about her reaction to being nominated for Best New Artist, Estrada said: “I really didn’t expect it. There are people who wait for it, in fact, they plan the whole year and do not schedule performances in November for the Latin GRAMMYs. I had no idea, so this was overwhelming.”
After launching his first project in 2017, The sacredEstrada went almost five years without releasing new music and focused on perfecting his sound. bill board asked Estrada to share some advice for the next generation of aspiring artists. “For someone just starting out, you have to focus on the music first,” she said. “It is very easy to get distracted. But if you have a good song, if you put a lot of effort and work to get a solid project, if you have a song that excites you or a rhythm that makes you dance, you do it for the quality of the music, and everything else will follow.
1800 Tequila places a strong emphasis on the importance of its distillation process, similar to an emerging artist working on their debut project. Greatness takes time, and the Best New Artist nominees have worked tirelessly towards this dream for years. 1800 Seconds is based on his mission to uplift emerging musicians by sharing their artistic journeys and aspirations, telling their stories in greater depth, and to a broader audience than ever before. Take a look at the series 1800 Seconds here and keep an eye on the nominees for Best New Artist of the 23.a Annual Latin GRAMMY Awards® of this year.
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Behind the scenes of 1800 Seconds with the 23rd Annual Latin GRAMMY® Awards Best New Artist Nominees