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TAG Heuer - TAG Heuer and Vice profile the influential J Balvin

TAG Heuer TAG Heuer and Vice profile the influential J Balvin

The global youth media brand VICE and TAG Heuer introduced a short documentary about musician and Brand Ambassador J Balvin with a Premiere in Colombia.

J Balvin, currently the most streamed artist in the world, comes from the city of Medellin and TAG Heuer celebrated his worldwide influence hosting the premiere of “Noisey Meets: J Balvin” a short documentary produced by VICE and the Swiss watchmaker in Medellin, Colombia on August 7 2018.

The screening took place at Medellin Museum of Modern Art. The master of ceremony was J Balvin’s childhood friend and plastic artist Valeria Lotero, on the stage were J Balvin, Elodie Thellier, General Brand Manager of TAG Heuer Latin America and Caribbean, Carlos Ariza, TAG Heuer local agent, Jeff Pinilla, the film director and Alex Sanchez CEO of film production company 36 Grados.

The evening was a celebration of J Balvin and his team of movers and shakers who kept a #DontCrackUnderPressure mindset and defied the odds.

Filmed in New York and Medellin, the film presents J Balvin’s success story and provides personal insights into his path to global superstardom. The musician developed his style that transcended reggaeton elevating Medellín as a new music and style epicenter. Balvin still performs exclusively in Spanish and is conquering charts all over the world.

TAG Heuer and Vice profile the influential J Balvin

© TAG Heuer

"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", said Jean-Claude Biver, CEO of TAG Heuer and President of the LVMH Watch Group Division. "This documentary pays tribute to a disruptive and genius artist."

"The branded documentary, produced by the Berlin-based Brand Solutions team, shows how VICE connects young audiences with traditional brands", added Benjamin Ruth, CSO VICE GSA. "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.”

The brand

Over 150 years of watchmaking savoir-faire and technical innovation have made TAG Heuer a global reference in avant-garde sports watches. As it tracked the rise of sports demanding increasingly precise timekeeping, TAG Heuer continually developed its unique capabilities through a long-term vision of what watchmaking is today, and what it will look like tomorrow.

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