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Kia Sponsoring Telemundo’s “El Maestro: Unplugged” Starring Luis Enrique

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"El Maestro: Unplugged" host Luis Enrique stands in front of a 2016 Kia Sorento

“El Maestro: Unplugged” host Luis Enrique stands in front of a 2016 Kia Sorento

Kia has just announced itself as the official sponsor of “El Maestro: Unplugged,” a new web series from Telemundo starring Latin Grammy winner Luis Enrique.

The ten-episode series began on May 21st, and has been rolling out three brief webisodes per week, with the finale set to air on Thursday, June 11, 2015. In the series, , Enrique mentors three up-and-coming artists who, in each episode, are shown “discussing [their] dream of making it in the music industry while taking an inspirational ride in the 2015 Kia Soul.”

Kia does not say what makes riding in the Soul so inspirational, but you can watch each episode online by clicking here. (Pro tip: this series is arguably more enjoyable if you can speak Spanish).

Related info: New Kia Web Series Encourages Making the Perfect Getaway

“Kia’s US marketing initiatives are focused on raising consumer perception and awareness around the brand, and with Hispanics over-indexing on online video consumption, we felt that sponsoring ‘El Maestro’ offered a tremendous opportunity to communicate and interact with the Hispanic community in authentic and meaningful ways,” said Tim Chaney, vice president of marketing communications, Kia Motors America. “Awareness of the Kia brand and our award-winning vehicles continues to grow within the Hispanic community, and we are thrilled to be embarking on this one-of-a-kind partnership with Telemundo.”

“El Maestro: Unplugged” marks the first time that Kia and Telemundo have partnered for an original web series.

“Telemundo is known for its innovative ways to reach the Hispanic community on all screens and engage with a young, user-friendly audience,” said Luis Romero, Senior VP of Digital Media & Emerging Sales, NBCUniversal Hispanic Group.  “We are thrilled to have partnered with Kia on the launch of Telemundo’s unique web series to offer viewers content at their fingertips and the opportunity to connect with the community across social media.”

Related info: 2016 Kia Sorento Earns 5-Star Safety Rating