What exactly goes on in the week leading up to an award show? If you have ever wondered what occurs in the days prior to the big show, we have your answer. Last month, Heineken offered a select few members of the media on a trip to Las Vegas to attend the 2013 Latin Grammys to get an idea as to what a presenter, performer and/or nominee goes through in the days before the 14th annual show. From being wined and dined to becoming heavily immersed in Latin culture to everything in between, this five-day adventure seemingly had it all.
In an effort to pair the use of technology with music, Heineken developed the Heineken House at the Eye Candy Lounge located at the Mandalay Bay Hotel and Casino. Split into sections, the venue offered a visitor various opportunities to experience both aspects in a unique way. Upon entering, you immediately encounter the Sound Lab, a state-of-the-art recording studio which shows how the creative process unfolds right before your very eyes. Separated by only a plexiglass, anyone can see as iconic producer Toy Selectah works on the boards, instructs his talent and in the end, delivers an incredible final product. For Toy, it was all about having the music world and the everyday person connecting, experiencing new things and giving visitors an opportunity to see that incredible moment where artists come up something special without expecting anything at all.
As you delved deeper into the Heineken House, you came across the Touch Lab which is where the company's initiative fully came to fruition. As consumers entered this section of the venue, they were surrounded by iPads and LG touchscreens which allowed a person to make their own beats with the help of some amazingly helpful apps while also getting more familiar with the artists that make up the roster at the 2013 Latin Grammys. For a couple seconds there, I seriously considered becoming a producer. Luckily, I came to my senses.