Medellin, Colombia, August 7, 2018 – J Balvin, currently the most popular artist in the world, from the city of Medellin, TAG Heuer celebrates his global reach with the premiere of the short film “Noisey Meets: J Balvin” produced by VICE and the Swiss watchmaker.
The screening took place at the Medellin Museum of Modern Art. The emcee was J Balvin’s childhood friend and visual artist Valeria Lotero, along with J Balvin, TAG Heuer Latin America and Caribbean general manager Elodie Thellier, TAG Heuer local representative Carlos Ariza, film director Jeff Pinilla and film production company 36 Alex Sanchez, CEO of Grados.
J Balvin was very candid and said: “I’m truly honored to be here in my home city, screening this film with TAG Heuer and Vice. Medellín, Colombia, Mi Gente, Don’t Crack Under Pressure!”
Shot in New York and Medellin, the film tells J Balvin’s success story and offers personal insights into his journey to global superstardom. The musician developed a style beyond reggae, making Medellín a new center of music and style. Balvin still only performs in Spanish and has conquered charts around the world.
Since 2010 J Balvin has received 172 national and international nominations, of which 76 have won in multiple categories including Latin Grammys, Guinness World Records, Billboard and Latin American Music Awards. The evening was a celebration for J Balvin and his team of makers who kept the #DontCrackUnderPressure mentality and braved all the odds.
Jean-Claude Biver, CEO of TAG Heuer and President of the LVMH Watch Group Division: “Today, J Balvin is one of the biggest artist in the world, if not the biggest. He recently became the most streamed artist worldwide on Spotify. J Balvin is a game changing creator and our partnership with him is very exciting throughout Latin America, one of our top markets and home to a savvy young audience of watch lovers. This documentary pays tribute to a disruptive and genius artist.”
Benjamin Ruth, CSO VICE GSA: “We are really proud of the collaboration with TAG Heuer. The branded documentary, produced by the Berlin-based Brand Solutions team, shows how VICE connects young audiences with traditional brands. J Balvin currently has a huge impact on the global music scene, and the editorial access of Noisey, Vice’s music channel, has allowed us to get really close to this outstanding artist. This creates an emotional link between the brand and the audience.”
“Noisey Meets: J Balvin” can be viewed on Noisey’s Youtube channel and on TAG Heuer’s online platforms. In addition to the documentary, TAG Heuer will soon publish an exclusive interview and VICE.com will run another content piece.
About VICE:
VICE is the most influential media brand for young people. With award winning content, VICE reaches more than seven million people across all platforms and channels across the region. VICE includes the editorial brands VICE.com, Amuse, Broadly, i-D, Motherboard, Munchies, Noisey, Tonic, Free and its own Snapchat Discover channel. VICE also leads the VICELAND television network, the VICE Digital Network, VICE Brand Solutions, the production company PULSE and VIRTUE, the global full-service creative agency of VICE.
About J Balvin:
Hailing from Medellín, Colombia, José Álvaro Osorio Balvin – better known to a legion of global fans as J BALVIN – has been praised by Billboard as “the biggest breakout act Latin music has seen in many years.” With a distinctive style all his own that pays reverence to the first-wave of Reggaeton stars from Puerto Rico, but fused with additional Colombian and mainstream hip-hop rhythms, more seductive than boastful lyrics, and a strong passion for fashion, J Balvin has become the undeniable leader of a second-generation Reggaeton revolution propelling Urban music back to the forefront of Latin music worldwide. Between his game-changing major-label debut album LA FAMILA, multiplatinum successor ENERGIA (The #1 Latin album of 2016) and recent landmark singles such as Mi Gente, and Machika, J Balvin quickly notched ten #1 Latin singles, Over 50 million social media followers, and over TEN BILLION Total YouTube Views. With his distinctive style and chart success, J Balvin has also become one of Latin music’s most in-demand collaborators, having now worked with artists, such as Beyoncé, Justin Bieber, Cardi B, Liam Payne, Nicky Jam, Pharrell Williams, Ariana Grande, Major Lazer, Poo Bear, Juanes, Daddy Yankee, Camilla Cabelo, and more. Major award recognition has also followed, as J Balvin holds a Guinness World Record for the longest #1 run for a solo Latin single, has won back-to-back Latin Grammy Awards, multiple Billboard Latin Awards, BMI’s Songwriter Award for Contemporary Latin Song of the Year, and overall ARTIST OF THE YEAR recognition two years in a row at Univision’s Premio Lo Nuestro. J Balvin’s recently released new album VIBRAS has already been hailed by TIME. Rolling Stone, Billboard and more as: “One of the Best Albums of 2018” while also propelling the Colombian star to #1 rankings on both YouTube & Spotify’s global charts as this summer’s #1 streaming artist in the world.
About TAG HEUER
In 1860, at the age of 20, Edouard HEUER founded his watchmaker’s workshop in the Jura Mountains of Switzerland. Creating the mikrograph in 1916, sponsoring F1 teams in the 70s or launching the first luxury connected watch in 2015 are just some examples of the major technical innovations, ultimate accuracy and passion for disruptive design that define our unique spirit. Headquartered in La Chaux-de-Fonds, TAG Heuer operates in 4 production sites, mastering the whole watchmaking process, and is active on all continents through 4500 points of sale, including 170 TAG Heuer boutiques, now directly on www.tagheuer.com in a selection of markets. TAG Heuer timepieces are designed for those who love challenges. Our influence is enriched by our unique communication strategy based on three pillars, Sport, Lifestyle and Heritage. Broad and disruptive, it embodies our legacy and DNA. Partnerships and ambassadors illustrate our open-minded and open-doors culture. The most prestigious and avant-garde names team up with TAG Heuer: Aston Martin RedBull Racing Formula 1 team, Monaco F1 Grand Prix, Formula E Championship, the biggest football leagues around the planet in Europe, Americas and Asia, such as Manchester United, the English Premier League,…; Trendsetters like it-girl Bella Hadid and Cara Delevingne, the American star quarterback Tom Brady, Music Superstar J Balvin, Hollywood actors like Chris Hemsworth or Patrick Dempsey; and the first appointed Art Provocateur by a brand, Alec Monopoly!
#DontCrackUnderPressure is more than a claim – it is a mindset.
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