Juanes teams up with the Hard Rock for ‘Mi Sangre’

Juanes and Hard Rock shook hands to raise funds for Mi Sangre on Tuesday, as they announced Juanes’s Artist Spotlight Merchandise line set to raise money for a good cause.

The Latino rocker and Hard Rock International–which runs the popular chain or theme restaurants and casinos–are now selling limited edition merchandise with the Colombian Rock star on it, a philanthropic move they have done in the past with other artists including Rihana, Eric Clapton and Shakira.

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This time, consumers can buy men and women’s t-shirts in blue and pink with the artist and the Hard Rock logo on it for $ 65. They are also selling a Juanes Artist Spotlight Pin for $12, which features a signed acoustic guitar. All items have the logo of the specific Hard Rock location where they’re bought. Juanes’s foundation Mi Sangre will benefit with 15 percent of this retail sales.

The artist was visibly emotional during the launching according to news reports.

“Hard Rock’s Juanes Artist Spotlight merchandise will raise international awareness and funds for my own Mi Sangre foundation, which protects children’s rights, promotes peace and social change, and reinforces responsibility for one’s community,” the singer said to AP about the event.

In the event, Hard Rock also donated $100,000 toward the artist’s foundation. Juanes, on the other hand, gave to Hard Rock several personal items like the pants he wore in the tour “Mi Sangre” in 2006 and the jacket he used for his MTV unplugged in 2012.

“As both a global icon and advocate, we are honored to partner with Juanes and help raise awareness and funds in support of Foundation Mi Sangre’s mission,” said Hard Rock’s Philanthropy and Marketing manager Keely Wade.

Juanes created his foundation in 2006 moved by the need to create social change in his country Colombia after long decades of civil war and violence. They fight against antipersonnel mines and other forms of violence by involving children and adolescents in education and music so they can make a difference in their communities.

Mi Sangre also raises international awareness on violence in Colombia. They have helped more than 68,000 children in six departments of the country in the last seven years according to the foundation’s website. They provide prosthesis and wheelchairs for the injured as well as psychological treatment among other services.

The author of “La Camisa Negra” and “A Dios Le Pido” has met with presidents, spoken in front of the European Parliament, and even performed in Havana to spread his message of peace.

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Just earlier this month, the multi-awarded singer did his tour “Loco de Amor Por Colombia”, which included five philanthropic concerts in cities that don’t host international stars usually. He did a series of workshops on music with children. “The day before every concert, we spoke to the youth in the community, musicians and local leaders in general, the Mayor, sharing ideas and dreams about the city and country,” Juanes said to the press.