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Heineken produces soul series
A star-studded lineup including Keyshia Cole and Ashanti will take part in the upcoming Heineken Red Star Soul concert series, which is set to visit major US markets from coast to coast.
The tour, which hosts a different lineup in each city, also features Grammy-nominees Raheem DeVaughn, Chrisette Michelle and Dwele, as well as Lyfe Jennings, Bilal, Musiq Soulchild and Goapele. It is scheduled to launch Aug. 6 in Los Angeles with Ashanti and Goapele, and wrap Oct. 1 in New York City with Cole and DeVaughn. Details are listed below.
At each of the nine concerts, the Heineken Independent Achiever Award will be handed to a recipient who exemplifies the virtues of hustle, integrity and drive, and serves as an inspiration to others through his or her work in music, according to a press release.
Beer importer Heineken USA organizes the Red Star Soul series to touch consumers with established performers and rising stars.
"Heineken Red Star Soul was created to celebrate soul music, shine a spotlight on emerging artists and showcase prolific performers in soul and R&B music," the company's senior brand director, Shane Hoyne, said in a statement.
The brand also recently announced a two-year sponsorship agreement with New York' City's legendary Apollo Theater, creating the Heineken New Legends Concert Series. That series kicked off in February with two performances by The Roots.
