YouTube Music's Largest Campaign Features Latin Stars Like Karol G and J Balvin

Timed to the Latin Grammy music awards, YouTube Music is launching a new campaign, the first of its kind at this scale, featuring a range of popular Latin artists, including Anitta, Karol G and J Balvin. “Our relationship with the Latin Grammys and Latin music is very deep and it (has) been building over the years,” said Jake O'Leary, global head of artist and industry marketing, later adding “the way they use our platform is incredible.” Take Despacito, O’Leary said, which is the No. 1 reigning video on YouTube in terms of views at more than 5 billion. “Latin artists and the Latin community have been making great videos and giving great performances and they use YouTube and YouTube music so well,” O’Leary said. Timed to debut ahead of the Latin Grammys on Thursday, 60-second ads featuring hit artists Anitta, Karol G and J Balvin, will appear online, on TV and among social channels. [kickout id="1"] “YouTube has been by Karol G’s side since her beginnings as a newcomer in the reggaeton movement to becoming one of the hottest Latin artists in the business and having some of most watched videos around the world," said Horacio Rodriguez, svp, Universal Music Latin Entertainment, in a provided statement. "This partnership is a natural fit and I’m eager to see what’s in store next for both Karol G and YouTube Music” The campaign will include on the ground activations in Las Vegas, where the ceremony is held, including an invitation-only chance to talk with YouTube executives and leading Latin music artists ahead of the ceremony on Thursday. YouTube Music and Google staffers also collaborated to work in opportunities to showcase the new Google Pixel 3 and the campaign will include a red-carpet Pixel fashion area at the award ceremony. “This is the first time we’re bringing all of our efforts and teams together across artists, YouTube Music and the Google Pixel 3,” O’Leary said. “I can’t say enough about my colleagues.” [kickout id="2"] YouTube Music Premium costs $9.99 per month. CREDITS: Creative Agency: INDUSTRY Executive Creative Director: Oved Valadez Creative Director: Jacy Weyer Senior Account Director: Raphael Ballard Latin Brand Film: Agency: INDUSTRY Executive Creative Director: Oved Valadez Director: Armando Garcia Editor: Erwin Fraterman and Jump Editorial Senior Account Director: Raphael Ballard Artist Films: Agency: INDUSTRY Executive Creative Director: Oved Valadez Creative Director: Jacy Weyer Senior Account Director: Raphael Ballard Production Company: Los York Director: Seth Epstein Sr. Executive Producer: Santino Sladavic J Balvin Pixel: Agency: INDUSTRY Executive Creative Director: Oved Valadez Creative Director: Jacy Weyer Account Director: Patrick Gulliford Production Company: Green Point Films Director: Hudson Dusters Executive Producer: Jennifer Carter-Campbel