Zayra Alvarez

Raised in Arroyo, Puerto Rico[8] she attended the University of Puerto Rico, majoring in Industrial Engineering.[9] After visiting a friend, Alvarez moved to Texas where she became active in the local club scene[10] and signed a record deal with Brando Records. She recorded her debut album Ruleta in Spanish. She wrote and performed all the songs on the album. A few months later, Kevin Lawrie at Sony Norte heard the tracks and signed her to the Miami-based label. Alvarez continued to work in the Latin music scene, getting airplay for her debut single "Hoy" on stations throughout Puerto Rico and the US.[11] Picky Talarico directed the video for "Hoy", which was shot on location in Buenos Aires, Argentina.[12] The program director for Entravision Communications "Super Estrella" network happened upon her while she was performing at the Grove in Los Angeles. The following week "Hoy" was added to the playlist for all of the "Super Estrella" network across the US. This led Sony Norte to release a second single "Cada Momento".[13]

While touring and performing in Texas, Alvarez became close friends with her Brando Records label mates Blue October, who invited her to sing on two songs: "Come in Closer" off of their album History for Sale and "Into the Ocean" from their platinum-selling album Foiled.[14]

Alvarez landed a spot on the CBS TV show Rockstar: Supernova in 2006. Her outrageous costumes and creative spin on the songs she performed were both praised and derided by the media.[15] Los Angeles Times pop music critic Ann Powers stated that "Rockstar's most intriguing contestant, the Puerto Rican punk chanteuse Zayra Alvarez"[16] while her hometown paper, the Dallas Observer, referred to her as having a "serious, possibly fatal, pitch deficiency".[17] Marc Hirsh declared that "Zayra quickly learned to own her weirdness and start driving it without fear... without changing her style or even necessarily improving, she revealed herself to be what allmusic.com’s postseason roundtable referred to as 'the most exciting, original, and audacious' singer in the entire competition."[18] TMZ referred to her as the "breakout star" of the show.[19] During her tenure, she covered many well-known songs, including "Call Me", "867-5309/Jenny", and "Everybody Hurts". On week 7, Alvarez performed her original song, ""Lluvia de Mar"" in Spanish. She was eliminated from the show on August 16.

After the show Alvarez dropped her last name and became known simply as Zayra. Her album, Baby Likes To Bang, was released on September 14, 2010 by Brando Records. The album represented Zayra's transition into dance music.[20] Two singles were released from the album, "V.I.P." and "Baby Likes To Bang." "V.I.P.", the first single from the album and a Top 5 Billboard Dance Club Hit.[21] The second single "Baby Likes To Bang" was released November 8, 2010. It was declared the #1 Dance Breakout by Billboard'.[22] Zayra has performed around the country in support of the record, including Austin Fashion Week,[23] Atlanta Pride 2010,[24] and TigerHeat. Her songs have been covered by singer Marcela Mendez.[25]

In 2019, Zayra prepared to launch a new album. "Nena Catalina is the new incarnation of former Sony Music Artist, Zayra Alvarez. This time, she embarks in a concept album inspired by the lives lived through generations of the woman in her family and her culture in her birthplace of Puerto Rico."[26]

Zayra acted in the independent film "Lycanthrope."[27] The movie features one of her original songs, "This Is Love", which can be found on the re-release of her album "Ruleta".[28] She has worked as a photographer for Blue October[29] and co-directed a music video for Tori Velasquez with Merritt Fields.[30] In 2014, Zayra started a line of prints she illustrated named The Sleepy Heads Collection by Pepper Love. She has also designed jewelry for the line Z+V for Vinca in addition to working as an interior designer.[31]

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