Cheetos Takes Over Billboard Latin Music Week: See The Photos

Cheetos left its mark on Miami as Billboard Latin Music Week’s 35-year anniversary saw panel programming, evening performances and more honor the concept of community and paying it forward.

For the third year in a row, Cheetos spread its Deja Tu Huella campaign across the annual affair in the 305, with the focus on inspiring and uplifting the Latino community. During the 35-year anniversary week, the brand teamed up with Billboard to nod to the present and look towards the future through music, education and more.

Festivities kicked off on Tuesday, October 15, when rising stars Omar Courtz and Saiko were joined by rising Mexican designer Kiko Baez and celebrity yoga coach Yudy Arias for a conversation dubbed Deja Tu Huella: Inspire Who’s Next moderated by Billboard’s Isabela Raygoza, Associate Editor of Billboard Español. Whether the discussion fell on the folks who have inspired them or appreciation for their influence as of today, the panelists were quick to share gratitude for where they’ve come from and what they’re looking to achieve.

Following the Tuesday programming was the Next-Gen Reggaeton: An Evening Curated by J Balvin presented by Cheetos event. Featuring Dei V, Omar Courtz, Saiko and a surprise performance from J Balvin, the jam-packed evening at Wynwood Marketplace saw attendees get a dose of reggaeton from different eras, while experiencing the House of Huella activation, a one-of-a-kind experience that fused together the impact of the present and what’s to come in the future as people continue to leave their mark.

The activation also saw fans partake in the Paint the Room Orange activity area, where they were encouraged to leave their mark by writing messages on mirrored tiles to contribute to a massive disco ball that illuminated during Balvin’s set. Elsewhere, the futuristic Cheetosverse with a portrait wall honoring the Deja tu Huella ambassadors and Chester Cheetah found fans walking into an installation filled with all kinds of photo-worthy moments. Oh, and you can’t forget the Cheetos samples with various flavors for the taking!

At the end of Balvin’s set, the star also unveiled Corissa Barrow, a psychologist and mental health advocate, as Cheetos’ newest Deja tu Huella Ambassador. The Houston, Texas native will hit the road with the brand for their community college tour in support of its Uplift Scholarship program. The tour stops feature opportunities like Culinary Creator competitions, workshops, and mentorship sessions where students will be encouraged to leave their mark and invest in their dreams.

If you want to learn how you can leave your mark with Cheetos, head over to Deja Tu Huella’s official website. For more of our Miami festivities, scroll on below to see hot shots from Cheetos and Billboard’s Latin Music Week partnership!