LOS ANGELES, CA – April 29, 2021 – (POPCULTURE NEWSWIRE) – Hollywood stars Rosario Dawson (“The Mandalorian”) and Melissa Barrera (upcoming “In The Heights”) are co-hosting the Cinco de Mayo LA Virtual Festival that features Latinx music stars and will help benefit farmworkers, May 15th, starting at 6 PM/PST.
Created by Brilla Media, founders of the U.S. Hispanic social media marketing, influencer network, and press release wire industries, the three-hour broadcast and multi-livestream festival will help raise awareness and funds for the California Rural Legal Assistance, Inc. (CRLA), one of the nation’s most prestigious farmworker-serving organizations.
Dawson is a co-founder of Voto Latino and a longtime champion of the Latinx community, who supports the cause of farmworkers. Barrera is also active in the Latinx community and is playing one of the leading roles in this summer’s event film, “In The Heights,” based on the Lin-Manuel Miranda Tony Award-winning musical, which Warner Bros. Pictures is releasing nationwide in theaters and on HBO Max on June 11 and it will be available on HBO Max for 31 days from theatrical release.
Music Roster, Fashion and Fun
Among the first round of talent announced for the virtual festival today are: Jay Wheeler, Rafa Pabon, La Original Banda Limon, Tefi Valenzuela, and Michelle Renaud Ft. Jessi Uribe. The growing talent roster represents a cross-section of music genres and nationalities that also includes, in alphabetical order: Candy Flow, Connie Peña, Dafne, Diego Latoo, El Bebeto, El Chapo de Sinaloa, El Mimoso, ICC, Ingrid Contreras, Jay Wheeler, Lady Vixxen, La Original Banda Limon, La Santa Cecilia, Los Dioses del Ritmo, Luis Vasquez, Mati Gomez, Paola Jara, Melanie Pfirrman, Robi, and Valentino.
In addition to showcasing music and fashion, Cinco de Mayo LA will also feature a dance competition, a comedy skit by festival social media influencers co-hosts the MexicanGueys, a virtual fashion show curated by fashion consultant Adriana Pavon, mixology segments, recipes, and other creative surprises. Even though this year’s festival is purely on broadcast TV and live stream due to COVID, the event is laying the groundwork for a national-scale, in-person and live stream spectacle in 2022 on the streets of L.A.
More than a third of U.S. farmworkers live in California, 92% are Latino and help produce a third of the nation’s vegetables and more than 350 food commodities. They have labored in the fields through the pandemic and are a driving force that keeps the nation’s grocery stores stocked. Yet, despite the hazards that farmworkers face, they receive far fewer legal protections than most other workers.
Elevating farm workers is core to the Brilla Media team because some of the founders not only have farmworker family roots but in 2020, they created the nationally recognized Altísimo Live festival that brought COVID relief for the farmworkers.
“The pandemic may be delaying the in-person version of Cinco de Mayo LA but the one thing that will be constant for us is that we will always honor our farmworkers because this is their national storytelling platform,” said Brilla Media co-founder Manny Ruiz, whose paternal grandfather who raised him was a farmworker.
Brilla Media partnered with CRLA because of the organization’s 55-year track record of providing legal assistance in the areas of labor and employment, housing, health, and education to farmworkers throughout California. As part of its partnership with CRLA, Brilla Media will be hosting a continuous call to donate on the festival broadcast, which some of the celebrities and music artists themselves will promote. All of the donations submitted through this special festival link, http://weblink.donorperfect.com/CRLA-Cinco, will go directly to CRLA.
“We’re excited that Cinco de Mayo LA can raise awareness and funds for our cause through culture and celebration,” said Jose Padilla, Executive Director of CRLA. “The COVID-19 pandemic emphasizes how essential farmworkers are to everyone’s wellbeing—and how often they are left out of protections and resources. Through this festival, people will have a chance to give back by increasing farmworkers’ access to justice.”
Festival’s Powerful Distribution Stands Out
Cinco de Mayo LA (www.CincoDeMayoLA.com) is the first of Brilla Media’s trifecta of 2021 Latinx national broadcast TV / live stream festivals that also include The 116th Street Festival Live (July 10), and NuestroFest (Oct. 2).
The festival will be able to be viewed on multiple TV and live stream platforms, including VME’s national TV network (see your local listings), Viva Live TV’s OTT platform as well as the Facebook fan pages of SBS’ La Musica Mega 97.9 (NYC), 97.9 La Raza (Los Angeles), El Zol 106.7 (Miami), Mega 96.3 (Los Angeles), 93.1 Amor (NYC), 93.3 La Raza (San Francisco), Zeta 92 (Miami), Ritmo 95.7 (Miami), Maria Marin Live, and Cinco de Mayo L.A., among others.
Brilla Media’s proprietary, multi-platform approach and its ability to guarantee video views for live stream sponsors as well as for premium short-form video storytelling is innovative and without peer in the U.S. Hispanic space. Collectively, the festivals and short-form videos will surpass millions of verifiable video views and will generate many more millions in overall media impressions.
All Brilla Media’s pop culture festivals are also powered by Earned Media distribution from Latinx Newswire, News Direct, and Pop Culture Newswire. The company also amplifies festival sponsors’ content through its own social media influencer network. (For sponsorship information about Cinco de Mayo LA or the other festivals, email [email protected]).
Strategic and Production Partners
Other strategic partners, sponsors, producers, and media allies for this year’s Cinco de Mayo LA festival include VME, Spanish Broadcast System (SBS), Disney and Pixar’s “Luca,” Friends of the National Museum of the American Latino, Maria Marin Live, EsTiempo, Latin Heat Media, Viva Live TV, The Cerro Group, La Plaza de Cultura y Artes, Dustelli Music, and MexicanGueys. The festival’s agency of record is De Alba Communications.
About Brilla Media
Latino-owned and operated, Brilla Media provides brand marketers with innovative Latinx branded entertainment, media, and experiential storytelling.
Fueled by a proprietary premium content distribution platform that integrates Paid, Owned, Earned, and Partnerships, Brilla Media ALWAYS guarantees results for branded CPE campaigns.
The company features five service pillars: Brilla Media (distribution), Brilla Live (festivals and livestreams), Brilla Creative (original storytelling), Brilla Social (influencer and social media amplification), and Brilla Purpose (social good).
Brilla’s team was created by Ralph Paniagua, Manny Ruiz, and Joseph Paniagua, the pioneer founders of the Hispanic social media, sports marketing, pop culture festivals, and press release wire service industries. Follow Brilla Media on LinkedIn, Twitter, and Facebook
About California Rural Legal Assistance
California Rural Legal Assistance, Inc. (CRLA) was founded in 1966 to be a world-class nonprofit law firm for those who cannot afford to pay a private attorney.
Unlike criminal cases, people aren’t guaranteed the right to an attorney in civil legal matters. That means low-income people unable to afford an attorney are at a huge disadvantage when facing a landlord or employer with strong legal representation—not exactly “justice for all.”
Through 17 offices statewide, CRLA provides free legal services and education to tens of thousands of low-income Californians and litigates cases that benefit even more people.
Our clients include farmworkers, seniors, veterans, LGBTQ+ people, people with disabilities, public school students and families, and immigrants. We help them get fair pay for their hard work, find and stay in safe housing, access healthcare, ensure quality education for their kids, and more. For further information, please visit: http://crla.org/
About “In the Heights”
The film is directed by Jon M. Chu and stars Anthony Ramos, Corey Hawkins, Leslie Grace, Melissa Barrera, Olga Merediz, Daphne Rubin-Vega, Gregory Diaz IV, Stephanie Biatriz, Dascha Polanco, singer Marc Anthony and Jimmy Smits. Chu directed the film from a screenplay by Quiara Alegría Hudes, based on the musical stage play, music and lyrics by Lin-Manuel Miranda, book by Quiara Alegría Hudes and concept by Miranda.Miranda, Hudes, Scott Sanders, Anthony Bregman and Mara Jacobs produced the film, with David Nicksay and Kevin McCormick serving as executive producers.
Behind the camera, Chu reunited with his “Crazy Rich Asians” production designer, Nelson Coates, and editor, Myron Kerstein. He also collaborated with director of photography Alice Brooks and costume designer Mitchell Travers. Original songs by Miranda.Alex Lacamoire and Bill Sherman served as executive music producers. The choreography is by Christopher Scott.
Warner Bros. Pictures presents a 5000 Broadway / Barrio Grrrl! / Likely Story / SGS Pictures Production, A Jon M. Chu Film, “In the Heights.” It is rated PG-13 for some language and suggestive references.
The LA-based MexicanGueys is a top influencer brand that focuses on creating content for the ambicultural community and is composed of cousins Jairo Orozco and Bryan Rojo. Over the course of the past 10 years, MexicanGueys has cultivated long-standing brand integration partnerships with a broad range of blue-chip companies, including AT&T, Lionsgate, EA Sports FIFA, Turbo Tax, UEFA Champions League on Paramount+ and more. The MexicanGueys have a loyal following that continues to soar across multiple platforms, including Instagram (653K), TikTok (1M followers), and Facebook (450K followers). In 2019, the MexicanGueys produced the #1 Hispanicize podcast of the year, “Spilling the Frijoles”.