Heineken USA and the Apollo Theater announced today the creation of the Heineken New Legends Concert Series, which will serve as a new cornerstone of the famed theater’s annual performance schedule. The concert series is part of a larger two-year agreement in which the Heineken brand will serve as the official beer sponsor for the Apollo Theater.

The world-famous Apollo Theater serves as more than just a historic landmark. The theater and its rich heritage are a source of pride and a symbol of the brilliance of African-American culture and artistic accomplishment. Playing off the theater’s recognition as the place “Where Stars are Born and Legends are Made” – having played a role in launching the careers of luminaries like Stevie Wonder, Michael Jackson, James Brown and Billie Holiday – the Heineken New Legends series at the Apollo will present four of today’s rising R&B acts on one of the largest music stages each year. 

The first concert in Heineken New Legends Concert Series is scheduled for Friday, February 22 and will celebrate GRAMMY® Award-winning musicians and hip-hop impresarios, The Roots. The talent and impact of these hip-hop artists represents the very best of today’s music and indicates lasting staying power. Tickets are $41.50 and $31.50 and are available through the Apollo Theater Box Office (212-531-5305) and Ticketmaster (212-307-7171 or www.ticketmaster.com/venue/6).

“The Apollo Theater is legendary.  It has played a historic role in showcasing the best in music and contributing to the cultural fabric of New York City.” said Ken Kunze, chief marketing officer for Heineken USA. “Heineken, like the Apollo Theater, is an icon known for its authenticity and originality.  We look forward to bringing Heineken and the Apollo Theater together for everyone to enjoy."

“We are extremely excited about working with Heineken USA for this Series. Heineken has built an outstanding reputation as a tastemaking brand and a presenter of world class entertainment and, as we continue to find innovative ways to keep the Apollo brand fresh and exciting, we embrace relationships that create such a terrific synergy as this,” said Jonelle Procope, president and chief executive officer, The Apollo Theater Foundation, Inc. “We look forward to working with Heineken to give our patrons premier concerts and the best live entertainment experience.”

The influential Philadelphia-based hip hop group The Roots, are best known for their live instrumentation and innovative lyrics. The group achieved breakthrough critical and commercial success with the release of their 1999 album, Things Fall Apart which included the GRAMMY® award-winning single, “You Got Me” written by Jill Scott and featuring Erykah Badu. The Roots have also performed at Lollapolooza and the Montreaux Jazz Festival and backed Jay-Z for his live MTV Unplugged album and his concert film Fade to Black.

Strengthening Relationships with the New York and Music Communities
In addition to the Heineken New Legends series, Heineken will create the Heineken Lounge, a customized bar and refreshment area located in the lobby of each level of the theater. The Heineken Lounge provides concertgoers the opportunity to mingle and enjoy the theater and its amenities before most performances and during intermissions. The look and feel of this branded experience is still being finalized, but will remain consistent with the historical and elegant nature of the Apollo Theater and the premium nature of the Heineken brand.

This collaboration of these two iconic brands comes just prior to a landmark 75th anniversary celebration for both – a live version of the Apollo Theater’s Amateur Night was first launched in 1934, shortly after Heineken products returned to the United States – beginning with the New York harbor – after the end of Prohibition.

Activation of the Apollo Theater Sponsorship Across the Country
To help bring the Heineken and Apollo Theater experience to consumers across the country, Heineken is launching a sweepstakes during Black History Month in which consumers in several cities – including New York, Philadelphia, Chicago, Newark and St. Louis – will have the opportunity to enter to win an all-expenses paid VIP trip to New York for an upcoming Heineken New Legends Series concert.  Additional information on the sweepstakes can be found on point-of-sale materials at retailers in these cities. The joint program is the latest in Heineken’s long-standing commitment to support music and established and emerging artists, enabling the brand to further connect with its consumers through a mutual passion point.

Heineken’s Support of Music
The Heineken New Legends Series is a proprietary event demonstrating Heineken‘s continued commitment to bring consumers innovative and electrifying musical experiences. In 2006, the company launched the Heineken Red Star Soul series and the Independent Achiever Award to provide a platform to recognize and celebrate individual achievement in music both on the stage and behind the scenes. The award honors individuals who demonstrate the hustle, integrity and drive to succeed while inspiring others along the way. 

About Heineken USA
Heineken USA Inc., the nation's premier beer importer, is a subsidiary of Heineken International BV, which is the world's most international brewer. Brands imported into the U.S. include: Heineken Lager, the world's most international beer brand; Heineken Premium Light; Amstel Light, a leading imported light beer brand; and Buckler non-alcoholic brew. Heineken USA is also the exclusive USA importer for the Tecate, Tecate Light, Dos Equis, Sol, Carta Blanca and Bohemia brands from FEMSA Cerveza of Mexico. Please visit EnjoyHeinekenResponsibly.com.

About the Apollo Theater
Since 1934 when the Apollo Theater first introduced its world-famous Amateur Night, launching the careers of legendary artists like Ella Fitzgerald, James Brown, Michael Jackson, Luther Vandross and Lauryn Hill, the historic theater has been the nation's premier arena for emerging and established black and Latino performers.  Based in the heart of Harlem, the national historic landmark hosts major concerts and special events and continues its tradition of discovering future stars in the syndicated television show, Showtime at the Apollo, which is taped at the world famous venue and airs weekly in over 150 markets nationwide, and the popular weekly stage show, Apollo Amateur Night. One of New York City's top tourist attractions, the Apollo Theater draws 1.3 million visitors annually. The Apollo Theater Foundation, Inc. is a 501(c) 3 nonprofit corporation.