Grupo Niche continues to honor the legacy of its founder, Jairo Varela, while bringing his unmistakable music to new audiences, keeping alive the essence that has conquered hearts for more than four decades.
At Amazon Music’s City Sessions event, held last Wednesday, August 14, fans of Colombian salsa had the opportunity to enjoy an exclusive performance by the group. Through the Amazon Music account channel on the Twitch streaming platform, fans were able to connect with the energy and rhythm that Grupo Niche knows how to offer.
“We are always in constant processes of innovation, processes of new scopes, new audiences, new followers. Always respecting the legacy, respecting the root, the concept, the sound, the idea, with which the maestro Jairo Varela started this wonderful project”said Alex Torres, member of the Niche Group. “It is a huge challenge to carry the flag of Colombian salsa on our shoulders, but it is an infinite blessing, and what better way to celebrate it than with new audiences and followers.”
Grupo Niche was part of the second City Sessions of Amazon Music, marking a milestone as it was the first edition to be held in Bogotá, Colombia. The event began with the participation of the talented artist from Cali, Kapo, who performed his popular song “Ohnana” to open the concert. Later, Niche took the stage and delighted the audience with a selection of their most iconic hits, including “Una aventura”, “Sin sentir”, “Hagamos lo que diga el corazón”, “Quien no dice una mentira” and the essential “Cali pachanguero”, among others.
“Last night we were invited to the first City Sessions in Bogotá and it is an honor to have been the first Colombian artist to participate thanks to @amazonmusiclatin @amazonmusicmx! It was a magical night and we had a blast 🎉”they wrote in their Instagram post, where they share shots from the event.
Recently, Grupo Niche revealed its “Pachanguero Tour 40 Años,” a tour that will pay tribute to Jairo Varela, who founded the group in 1979. The tour will kick off on September 28 at the Movistar Arena in Bogotá.
Although Niche has left an indelible mark on multiple generations, the members saw their collaboration with Amazon Music as a unique opportunity to connect with younger audiences. Amazon facilitated this approach by live-streaming the entire concert through Twitch, allowing users of the streaming app to enjoy the group’s legendary rhythms.
“We always want to take advantage of the conditions. Day after day, the niche group has been characterized by being avant-garde, by moving with the times. We have never looked back and now we are given these alternatives to reach a new public, a young public, and we have to take advantage of it.”said Adolfo Echeverria. “We are the happiest that this is happening with the Niche Group”he added.
The group, along with its team, agreed with Amazon Music’s proposal to bring music from classical groups, along with that of emerging artists, to an international audience through digital platforms.
“We are happy to bring the entire journey of the Niche group to the world, sharing it with so many young people. Our happiness is to see the heart and smile of a Niche member vibrate, sing and those who are joining. Especially the young people.”said Luis Araque, vocalist.
Amazon Music’s main goal is to act as a bridge between artists and their fans, while supporting both emerging talents and music legends.
Rocío Guerrero, global head of Latin music at Amazon Music, says platforms like Twitch offer the best alternatives to interact with fans in a casual and unconventional way.
“City Sessions is one of the concepts and formats that we have, and it is the one that we are betting on a lot right now. They are intimate and special concerts, but even though they are intimate, they can be done from anywhere in the world”explains Guerrero, who together with his team led the City Sessions proposal, with the first one taking place in Mexico City, in July 2024, with Mau and Ricky in concert. “The livestreams In the end, what they allow us to do is connect fans in different ways. An artist who wants to share an important moment with his fans, who cannot be present, with a livestream can offer them that.”
Regarding Grupo Niche’s lineup as the first musical group in Colombia to take part in a City Sessions, Rocío Guerrero mentioned that it was a coincidence that they scheduled the performance shortly before they began their musical tour.
“We have been wanting to work with Grupo Niche for a long time”Guerrero said. “It was not connected with the anniversary, but we thought it was a very nice moment to celebrate it, and now with this anniversary, precisely with that song that is so [icónica]so it was a real alignment of planets”he concluded.
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