Brand Soulfrito is a lifestyle and entertainment brand focused on capturing the essence of Urban Latino culture. Soulfrito offers multiple communications platforms via live events, digital media and content. Soulfrito’s platforms are renowned for effectively reaching “New Generation Latinos”, an under-represented yet burgeoning youth market consisting of a massive yet diverse group of Urban Latino cultural enthusiasts. Collective The Soulfrito Collective is a diversified cultural firm representing Multi-Cultural Latino talent in music, film, design, digital and art.The focus is on brand and artist development of Multi-Cultural/U.S. Latino talent. We connect Latino youth to the power of a movement and brands to the power of Latino youth via an innovative platform that goes beyond sponsorship to mobilize entire brands in partnership with celebrities and their fan bases. Festival Soulfrito The Urban Latin Music Festival, the nation’s original and largest multicultural event for today’s U.S. Hispanic. Since its inception in 2002, Soulfrito the Urban Latin Music Festival has been the premier launch pad for emerging and established artists, as well as brands looking to connect with the multi-cultural U.S. Hispanic millennials that now form today’s mainstream market. The festival has been a launch pad in the early stages of the careers of artists such as Pitbull, Aventura and Wisin Y Yandel. International blue-chip corporations, including General Motors (Pontiac, Chevrolet), Toyota (Scion), Jack Daniels, Anheuser Busch, Coca-Cola, Heineken and Spirit Airlines, each formed strategic partnerships with the festival in the past in an effort to capture the country’s fastest growing demographic.