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UTA has signed The Conga Room, The Hollywood Reporter has exclusively learned.
The agency will drive content, digital and music campaigns for the Latin music venue. In addition, The UTA Foundation will partner with nonprofit arm Conga Kids, which teaches Latin dance (salsa, merengue, swing and tango) to 6,000 fifth-grade students throughout greater Los Angeles.
The Conga Room is celebrating its 20th anniversary this year, having opened its original Miracle Mile location in February 1998. Ten years later, it relocated to its current spot downtown at L.A. Live. Throughout its history, the venue has played host to headliners including Celia Cruz, Buena Vista Social Club, Tito Puente, Carlos Santana, Prince, Avicii, Stevie Wonder and Jamie Foxx. When the 2001 Latin Grammys were canceled after 9/11, The Conga Room hosted the press conference where the winners were announced.
“The Conga Room has been at the heart of Latin music and nightlife in Los Angeles over the past two decades,” founder and creator Brad Gluckstein said in a statement. “It has a storied history and has served as a cultural bridge through music. We want to celebrate its legacy and to leverage and amplify the aspirational nature of the brand.”
On Wednesday night, The Conga Room will kick off a series of 20th anniversary celebratory events with “Salsa Extravaganza,” a triple-billed show with salsa legend Gilberto Santa Rosa, Colombian band Grupo Niche and multi-platinum artist Jerry Rivera.
The Conga Room also is co-owned by Will.i.am, Jimmy Smits, Jennifer Lopez, Paul Rodriguez, Trevor Ariza, Baron Davis, Amaury Nolasco and Sheila E.
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