What’s the news? AT&T* Emerging Voices, a music program that pairs artists on-the-rise with AT&T technology platforms, continues to identify diverse voices in music that helps connect fans with the artists they love in a deep and meaningful way. This year, AT&T is collaborating with Latin GRAMMY® nominee Yahritza y Su Esencia (YYSE) — the first-ever regional Mexican and youngest artist to join the Emerging Voices platform. YYSE, comprised of three Mexican-American siblings from Washington’s Yakima Valley are led by lead singer Yahritza Martinez (16) and her two older brothers Jairo and Armando who quickly gained fame through their viral TikTok music videos that captivated fans with their unique Sierreño sound and family’s immigrant story.
Why is this important? In an exclusive collaboration between AT&T and YYSE, fans are given a chance to enjoy a performance by the band, featuring some of their well-known songs, broadcasted from Dallas, TX.
The event will be premiere on December 5 at 9 p.m. E.T via Yahritza y Su Esencia’s YouTube channel. During the premiere, five lucky winners will walk away with YYSE merchandise, including one grand prize that includes a smartphone with a complimentary year of service. Fans can also sign up to win other exclusive prizes, win a chance to see the band perform live at one of their U.S. concerts, through a sweepstakes promotion by visiting emergingvoices.att.com.
What are people saying? “I feel like technology is a really big part of how we connect with each other and our fans, it is how we get our feedback,” said Armando Martinez from YYSE. “Our creative process starts with our phone, tapping on our notes or just recording a voice audio.”
“Connecting changes everything in today’s technology world and our collaboration with Yahritza y Su Esencia allows fans to participate in this musical journey through their preferred digital method, giving them a personal glimpse of the band’s creative process, inspiration and cultural roots that transform into beautiful Spanish melodies,” said Esther Gonzales, director of sponsorships and experiential marketing for AT&T.
Past Emerging Voices artists have included five-time Latin GRAMMY nominated artist Justin Quiles, two-time GRAMMY nominated artist Cordae and GRAMMY -nominated rapper, singer, songwriter and poet CHIKA.
Where can I watch? Viewers can watch a live premiere of the performance on YouTube on December 5, 2023, at 9 p.m. E.T. Fans can catch the replay of the show on the Yahritza y Su Esencia’s YouTube channel at .