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Malverde Selected As MTV Tr3s Descubre & Download Artist
MTV Tr3s has tapped Malverde, the West Coast Mexican Hip Hop artist signed to Machete Music/ Universal Music Group, as it's latest "Descubre & Download" artist. Malverde's unique brand of poetic hip-hop that pays tribute to the Mexican folk hero he's named after will get aggressive on-air exposure, interactive online elements, wireless content distribution and other off-air promotional and marketing elements designed to reach today's multitasking music fan for a six-week period starting today. Since launching in 2007, MTV Tr3s "Descubre & Download" has been instrumental in furthering the budding careers of artists like The D.E.Y., Monte Negro, Jesse & Joy, Kat de Luna, Gustavo Laureano and Down AKA Kilo. "Malverde has built tremendous buzz with his underground classic 'Mi Palabra' and we know that our young bilingual audience will love discovering his rich lyrics and culturally loaded sound," said Michael Galbe, Vice President, Music and Talent for MTV Tr3s. Jesus Malverde, the artist, was born in Coachella, California. Growing up in a town mostly consisting of Mexican farm laborers, opportunities weren't the best. His salvation was his education, a B.A. in Political Science, and his poetry. "I am deeply honored to have been selected as the MTV Tr3s Descubre & Download artist," said Malverde. "The MTV brand is synonymous with popular culture and has always played a hand in shaping it. With the recent launch of MTV Tr3s, the impact and reach of the channel has been profound, and it's just the beginning. I set out to make music that both entertains and inspires, true Hip-Hop. Being recognized at this level for doing so is a humbling experience and testament que con Amor, Fe y Ganas, Si Se Puede!!" Music fans eager to discover Malverde can download his new single "Este Camino" for free on MTVTr3s.com's new "Descubre & Download" section. Users may also browse through an exclusive photo gallery, download a custom wallpaper and watch Malverde's Descubre & Download vignette and "Este Camino" music video on download.mtvtr3s.com. Midway through the campaign, users can log onto community.mtvtr3s.com to chat with Malverde about his lyrics and influences through his exclusive member blog on My Barrio. Malverde, an active proponent of getting out the Latino vote, will also be promoted from MTV's pro-social website Think MTV (http://think.mtv.com). Malverde will also be featured on MTV's Rhapsody Latin Music home page with links to his artist page, album download and celebrity playlist. For mobile fans, the Malverde Descubre & Download vignettes will be streamed and a ringtone of "Este Camino" will be available through Motricity. MTV Tr3s Radio will also feature Malverde "Descubre & Download" news pieces and exclusive interviews and MTV Tr3s retail partners will carry in-store Malverde "Descubre & Download" signage and promotional material. MTV Tr3s is in 6.2 million Hispanic TV households and 31.9 million total TV households, making it the most-widely distributed TV network dedicated to superserving today's bicultural Latino youth. MTV Tr3s programming is rooted in the fusion of American and Latino music, cultures, lifestyles and languages. Music programming is at the core of MTV Tr3s and the channel features hitmakers, emerging artists and new sounds that resonate with young U.S. Latinos. In addition to music programming, the MTV Tr3s programming slate also features lifestyle series, news, documentaries and other long-form programs that celebrate US Latino hybrid identity and culture.
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