The renowned flamenco singer has reinterpreted the iconic song ‘La Leyenda del Tiempo’, the theme song of Camarón de la Isla. Thus kicking off the exciting ‘IQOS Game Changers Music’ initiative with which the innovative device that heats up tobacco instead of burning it seeks to celebrate real Game Changers.

Have you ever wondered what it means to be a ‘Game Changer’? Well, it’s a person who breaks with the status quo in an original, meaningful and positive way through an extraordinarily unique vision, just as Israel Fernandez has done in the music industry with his innate talent and IQOS* by reinventing the way tobacco is consumed, offering the ability to heat it up and not burn it unlike vapers who heat up liquids – IQOS produces no tar, produces 95% lower levels of harmful chemicals compared to cigarettes, presenting less risk to your health than continuing to smoke , thus changing the rules of the game.

Seeing things differently and moving forward is what makes us Game Changers. Just as IQOS has changed the rules of the game from burning tobacco to heating it, the brand is challenging different Game Changers from different territories to recognise those who do not set limits and break with the established. It has already done so in the Fashion territory with Leandro Cano to interpret a traditional costume that reflects the values of IQOS. Now IQOS is once again making a difference in music with Israel Fernández.

In case he’s not on your radar yet – although it’s difficult – Israel Fernández is a prodigy from Corral de Almaguer (Toledo). What sets Fernández apart is his ability to infuse traditional flamenco with a contemporary sensibility without diluting its essence. In the world of flamenco, a genre deeply rooted in tradition and cultural heritage, it is difficult to find an artist who both honours the old ways and pushes the art into new and uncharted territory. His unique blend of reverence for flamenco’s storied past and fearless innovation has made him a transformative figure in contemporary flamenco.

In this way, IQOS has decided to join forces with the singer to give life to the musical project ‘Sueño y Tiempo’ in which the musician performs one of the most emblematic songs in history: ‘La Leyenda del Tiempo’. It is a song composed by Camarón de la Isla, whose lyrics were taken from a poem by the great Federico García Lorca and which was a turning point in the history of flamenco, as well as being highly acclaimed by critics. Now, 45 years later, such an important figure as Israel Fernández pays tribute to this avant-garde piece for its time through his own voice and with the help of two other Game Changers: Enrique Heredia (Negri) in charge of production and Jesús Plaza in audiovisual production.

“Thanks to IQOS I have been able to reinterpret this song by Camarón, an artist I admire. In music, it is important to respect the origin to be able to ‘refresh’ a song from humility” says the singer himself, excited to be part of this musical and audiovisual project with which the brand brings ‘The Legend of Time’ to our days in a disruptive way. With the ‘IQOS Game Changers’ campaign, the brand seeks to recognise those who change the rules of the game and take a step forward with the intention of bringing out the best in themselves. Thanks to its constant commitment to innovation and change, IQOS has positioned itself as a benchmark and has revolutionised the market with its latest launches.

What’s new in IQOS?

This summer IQOS makes a difference with the launch of its new limited edition IQOS ILUMA NEON PURPLE. Its latest creation stands out for its bold and modern design, inspired by the neon lights that symbolise the power of energy and innovation. Through shades of purple and magenta, this item encapsulates the vitality to go one step further and make a difference this season.

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In the summer IQOS brings us many other new and unique experiences that you won’t want to miss. During the months of July and August, the brand will open temporary boutiques all over Spain that will become the meeting points for game changers, IQOS users and adult smokers willing to make a change, in Jávea (in Market la Villa), Tarifa, Puerto Sherry, IQOS Lounge in Santa Market (Costa Brava) and Maremagnum (Barcelona), or in its already inaugurated temporary boutique in the port of Sabina in Formentera, epicentre of the best “tardeos” on the island. IQOS will be organising events and evenings where fun is guaranteed. Are you going to miss it?

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*Important information: IQOS is not risk-free and nicotine, which is addictive, is inhaled with its use. Intended for adult smokers only. Source: based on the total available evidence for IQOS ILUMA compared to continued smoking. **Important information: The absence of tar does not mean that IQOS ILUMA is risk-free. Nicotine, which is addictive, is inhaled with its use. Important information: “95% does not necessarily imply a 95% reduction in risk. IQOS ILUMA is not risk-free. Average reductions in the levels of a number of harmful chemicals (excluding nicotine) compared to reference cigarette smoke. Based on scientific studies conducted with manufacturer’s heating tobacco units for IQOS. See important information in The best alternative to cigarettes | IQOS Spain.

You can now see the video clip of the musical project ‘Sueño y Tiempo’ by Israel Fernández.