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Photo Credit: Taco Bell<\/p>\n<\/div>\n
Last month, Taco Bell announced a new partnership<\/a> with Latin musician Myke Towers for the United States, Latin America\/Caribbean (LA&C) region, as well as Spain. As part of that partnership, Towers\u2019 song \u201cSUNBLOCK\u201d is featured in the new Taco Bell Chicken Bacon Ranch Street Chalupas spot across the U.S. and Puerto Rico. The spot is the latest by the fast-food company to underscore the importance of food and music culture.<\/p>\n Born and raised in Puerto Rico, Myke Towers<\/a> has become one of the most influential voices in Latin music. A two-time Latin Grammy-nominated artist, he has used his genre-bending sound and entrepreneurial vision to propel himself from local freestyle circuits to international arenas. Known for hits like \u201cSoleao,\u201d \u201cLALA,\u201d \u201cDegenere,\u201d and \u201cLa Falda,\u201d Towers is recognized as one of the most-streamed Latin artists in the world.<\/p>\n A decade later, Myke sees that moment differently.<\/p>\n \u201cIt was part of a process. God puts you through things to see how you react. That day was my first sign, even if I couldn\u2019t recognize it yet. Life has a way of sending you signs, moments that tell you to keep going, to dream bigger, to own your path,\u201d he said.<\/p>\n \u201cMyke is an artist who inspires people to move, emotionally, creatively, culturally,\u201d said Karla Patino, Chief Marketing Officer, Taco Bell LA&C. \u201cHis journey mirrors the spirit of Live M\u00e1s: bold, expressive, and authentically connected to the communities we serve. This is a milestone partnership for Taco Bell, and we\u2019re thrilled to bring his voice, his energy, and his global fanbase into the Taco Bell family.\u201d<\/p>\n Taco Bell launched Taco Martes (Taco Tuesday) across the LA&C region and Spain, with a goal of transforming the concept into a weekly ritual \u201crooted in optimism and celebration.\u201d Fans were invited to share the signs, moments, and cues that shape their Tuesday, and had the chance to win limited-edition Taco Bell x Myke Towers totes<\/a> in each participating market.<\/p>\n <\/div>\nThe heart of the international campaign is inspired by a real moment when Taco Bell set the scene for a formative moment in the artist\u2019s life. In 2015, while recording in Miami, Myke had just $10 and no ride, so he and two friends walked to Taco Bell. Myke was stunned when a fan recognized him and asked for a photo. He assumed it was a joke, but his friend insisted, \u201cThat\u2019s a sign. You\u2019re going to be big.\u201d At the time, the artist couldn\u2019t believe it. \u201cI had no faith in myself in that moment,\u201d he recalls.<\/h4>\n