Los Angeles, CA –March 12, 2009— A record crowd of nearly 400 packed the famed “El Gallo Cultural Art Center” on Friday, February 27 for Al Borde’s 2009 “Acoustic Sessions” concert series kick-off event. The young, frenzied fans –mostly Latino– waited in long lines outside the East LA venue in seasonably cold weather so as not to miss a free, exclusive performance by The Tender Box, a local rock en español group from South Gate, CA that has been infusing energy and excitement to the cultish scene of devout anglophile music fans in LA.
National sponsors such as Tabasco, Monster Beverage Co. and Jack Daniel’s (who sponsored the Al Borde Acoustic Sessions for the third consecutive year) took advantage of the unique opportunity to interact with this often elusive market segment to which Al Borde caters, and offered enthusiastic fans free food, free energy drinks and free samples of Jack Daniel’s. “Al Borde’s events are unlike any other,” stated Rick Sandoval, Field Marketing Manager of Jack Daniel’s. “It’s not hip-hop, it’s not regional Mexican music, and it’s not rock and roll… these events care to a more exclusive niche, giving them a more VIP/underground feel.
Al Borde’s events are always a bit different, The Tender Box’s hour-long set was the evening’s highlight, but a refreshing twist at the Al Borde Acoustic Session show were two sets by up and coming VJ-turned-DJ, May Electra, whose remarkable turntable skills featuring cutting-edge rock en español music energized the crowd, and left fans impressed.
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