When it comes to music for the Latinx community, it’s more than just a song to dance to—it’s about understanding and appreciating the multitude of different Latin artists and genres that contribute to the culture.
To celebrate the versatility of Latin music, Spotify launched the “Viva Latino” campaign. Using the slogan “elevando nuestra música,” or “elevating our music,” the effort is led by the platform’s flagship Latin music playlist as it highlights artists from different musical styles. The audio streaming service also teamed up with celebrated Latinx music artists Karol G, Myke Towers and Mau y Ricky to help spread the campaign’s message while demonstrating the kind of artistry the platform has to offer.
“Viva Latino” includes a colorful 30-second spot that features all three music artists. The spot demonstrates the playlist’s array of music, which straddles the line between mainstream hits and up-and-coming artists.
“We know through research that Latin music fans use ‘Viva Latino’ as a way to fuel their everyday routines,” Heidi Huerta, Spotify’s global music marketing manager, said in a statement. “Whether listeners are driving, working out or cleaning, the music and artists featured on the playlist help to add more excitement and rhythm to users’ days, further highlighting how magnetic Latin music can be.”
The playlist represents an array of different Latin artists and genres from across the world, giving “Viva Latino” listeners a unique experience with varying musical genres such as reggaeton, pop, hip-hop and rap that all contribute to the Latinx culture and community.
“We wanted this campaign to showcase how dynamic and versatile Latin Music is, and how ‘Viva Latino’ aims to reflect that.”
Expanding genres and cultures
In addition to the campaign’s main spot, Spotify is giving fans a glimpse into each artist’s background with unique 15-second clips, which can be found on the brand’s “Viva Latino” social handles. As each artist goes on to speak about their music featured on the playlist, they continue to highlight the evolving genreless territory Latin music is headed into—which will help others have a better understanding of the Latinx culture.
As part of the campaign, Spotify has also partnered with Latinx TikTok content creators such as Sofia Bella, Alexia Del Valle and Jayla Milan, to demonstrate their unique creative perspectives on the music and how it personally impacts each creator.
The “Viva Latino” campaign will run through the month of November. To round out the celebration, the campaign will expand beyond digital to include out of home placements in Miami, Los Angeles and New York as well as video and social content.
