Beanstalk to Rep Celia Cruz

Licensing agency will add the “Queen of Salsa” to its Icon Representation unit.

The Celia Cruz Estate has tapped Beanstalk to represent the late Latina artist for advertising, long-term brand associations and select product opportunities.

Cruz is known as the “Queen of Salsa” and produced more than 20 Gold and Platinum albums. She has also won four Latin Grammy Awards and four Grammy Awards as well as received the National Medal of Arts from President Clinton.

"Early in our conversations, the Beanstalk team showed passion and enthusiasm in continuing Celia’s legacy and celebrating Celia’s profound relationship with Hispanic audiences and Latin music lovers across the globe," says Omer Pardillo-Cid, executor, the Celia Cruz Estate. “We’re excited to partner with Beanstalk and look forward to a bright future ahead.”

The late artist will join Beanstalk’s Icon Representation division, which also represents late celebrities such as Farrah Fawcett, Bruce Lee, Harvey Milk, Yogi Berra, Gandhi, Isaac Hayes and more.

“We are thrilled to add Celia Cruz to our roster of legendary icons,” says Martin Cribbs, vice president, brand management, Beanstalk. “She is one of the most colorful, dynamic and beloved artists in history and came to define an entire genre of music.”

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