The largest night time in Latin music is right here: the 20th Latin Grammys!
Over the years, the occasion has celebrated main stars from Jennifer Lopez and Marc Anthony, to Shakira and this yr’s co-host Ricky Martin (who broke the internet hosting information in a “sleepy-faced” social video).
Companies like Nissan, Oreo, Ritz Crackers, Trident, McDonald’s, T-Mobile, Walmart, and YouTube all suppose the Latin Grammys are price listening to. Why?
Because Latin music is a surefire style by means of which manufacturers can activate audiences in Latin America (LATAM), a various area that spans Brazil, Mexico, Colombia, Argentina, and lots of extra Southern and Central American international locations.
Brands and media publishers that aren’t focusing on this booming area are lacking out on alternatives for bigger viewership, larger engagement attain, and finally, extra promoting income.
Latin America Is the Next Video Frontier
Let’s begin with some knowledge which matches past your particular person view and engagement counts. These tendencies typically open up the floodgates for manufacturers and media publishers trying to set targets for the subsequent yr.
- The LATAM viewers is there: LATAM is dwelling to the third largest improve in viewership of YouTube movies from the first half of 2018 to the first half of 2019.
- LATAM is on a complete development path: Mexico and the Dominican Republic skilled a 25% enhance in YouTube viewership in the first half of 2019 (in comparison with the first half of 2018). Panama has seen a whopping 58% improve.
- Think cellular: cellphone penetration is on the rise in LATAM and cellular video advertisements are the place it’s at. Marketers predict 243.9M residents, about 40% of the area’s inhabitants, will devour movies on their telephone in 2019.
- Latin music is the entry level, and partnerships with Latinx music stars are key. They routinely prime the leaderboards in the Music & Dance style, certainly one of the prime three most-watched classes on YouTube.
- Among viewers in LATAM, YouTube had 124B views and 1.3B engagements and Facebook earned 54.6B views and 2.3B engagements in the first half of 2019 in the music & dance style.
- Where to focus first: The LATAM international locations accounting for the most views and engagements in the music & dance style are Brazil and Mexico, adopted by Colombia and Argentina.
More of those knowledge gems might be present in our 2019 State of Online Video Report.
2020 Will Be A Huge Year for Latin Music
At the first Latin Grammys in 2000, Ricky Martin carried out the now notorious “Livin’ la Vida Loca.” And similar to that, Latin music had formally entered the mainstream.
The momentum escalated in 2017, when the style earned huge viewership on YouTube. This ushered in varied brand-talent partnerships. Since then, Latinx music stars have dominated the leaderboards.
Learn extra: How Latino Music Was YouTube’s Breakout Music Star of 2017
In 2019, the style has reached “aute cuture” standing. Social video feeds are boppin’ with this yr’s Latin Grammys branded content material.
Care to see Colombian singer Sebastián Yatra indulging in…Sour Patch Kids? What a few Ritz Crackers face-off and the Trident-chewing session between Yatra and Dominican mannequin Clarissa Molina? Think: Mukbang-light!
And heading into February, Jennifer Lopez and Shakira will star in the subsequent Super Bowl halftime present the place they may pay tribute to Latin tradition.
Clearly, video content material methods anchored in Latin music are a secure guess for a very long time to return.
How to Reach All These Latin Music Fans
Translating your content material into Spanish or Portuguese isn’t sufficient. It’s about being in tune with the cultural zeitgeist throughout the various LATAM nations.
Further, it’s about leveraging these tendencies to make data-driven content material selections.
The Latin Grammys are the good entry level to take action. After all, music is common. Just ask Colombian music star Juanes, this yr’s Latin Grammy individual of the yr.
“We don’t need to talk the same language. That’s the magic of music,” Juanes stated in a branded video marketing campaign with American Airlines(whereas studying to play the didgeridoo in Australia — a must-see!).
So, whether or not you have already got tentacles throughout this occasion and style, however aren’t fairly hitting your engagement objectives, or you’re considering a push into this area, learn on as we dive into the Latin Grammys video ecosystem!
The Music Event Data You Need to Know
With Latin Grammys Content, Timing Matters
Sponsors can positively get traction with pre-event contests and brief social snippets that includes celebrities linked to the Latin Grammys occasion. But if you wish to rating tons of single video views, it’s higher to journey a post-event web optimization wave.
The true receta for fulfillment: in the case of the Latin Grammy Awards, the first few days after the occasion is the candy spot for manufacturers trying to launch a star-driven marketing campaign.
Your finest guess is to function certainly one of the award recipients in an advert that references the award present expertise.
It labored for YouTube final yr. To promote its music streaming app, the model partnered with the 2018 Best New Artist winner Karol G. In the advert, we get a style of the Colombian reggaeton star’s music playlist.
The spot has the really feel of an awards-show after occasion. It initially aired at the Latin Grammy awards and was revealed to social following the occasion. The video shortly rocketed to first place, to turn out to be the most-engaged video from the 2018 Latin Grammy Awards, garning three.3M views and 342Ok engagements on Instagram.
Nissan additionally featured Karol G final yr in a video advert that ran a couple of days after the important occasion. The 28-year-old took viewers on a meditative automobile journey to the awards present.
But this was no atypical journey. Firstly, it was solely instructed in audio type with pink clouds as the backdrop. Secondly, viewers have been instructed to place headphones on for what can solely be described as a supercharged ASMR expertise.
Audio panned from left to proper, from automobile doorways opening and pores and skin swooshing on the automobile seat to deep exhales. The journey climaxed with the sound of cheers from the inexperienced carpet.
And T-Mobile additionally reveled in the award present afterglow. The telecommunications model launched a Latin Grammys-themed advert the day after the occasion. The spot featured Colombian musician Carlos Vives as he took video calls from the inexperienced carpet and moments earlier than he went on stage.
Partner with Latin Music Influencers For a Larger Reach
As we simply noticed, influencer collaborations are key for any manufacturers trying to construct belief and inroads with youthful generations throughout LATAM.
In the Latin music world, Mexican-American singer Ángela Aguilar is the influencer to observe. Anything the 16-year-old touches turns to social video gold. Video of the star singing “La Llorona” at the 2018 Latin Grammy occasion was the most-viewed awards-themed social video from final yr’s occasion (four.3M views and 200Ok engagements on Facebook).
Another video the place she discusses her trend savvy on media program “El Gordo y la Flaca,” earned the second most views (four.1M views and 20.4K engagements on Facebook).
Last yr marked Aguilar’s first time at the Latin Grammys, which she documented in her private vlog, garnering excessive views and engagements.
For instance, Aguilar’s dwelling account video that scored the highest engagement price over a month interval is her response to her nomination for final yr’s Latin Grammys (the video was 6.9X extra participating than the common video on social feeds).
What’s extra, Aguilar’s viewership is evergreen. Even an low season video reminder of her expertise ultimately yr’s award’s present earned 2.5M Facebook views and 47.9K engagements.
She represents a socially-connected GenZ musician who has constructed a loyal following on social. Brands trying to attain youthful LATAM viewers would profit from forging relationships with musician influencers like Aguilar.
Take word, Aguilar is but to ascertain any model companions on her social video accounts thus far.
Cultivate Partnerships Early on in an Artist’s Career
Can’t afford collaborations with well-known Latin musicians for one-day model cameos? A secondary technique is for manufacturers to develop with an influencer-cum-musician.
They can achieve this through the use of social video knowledge to eye rising expertise and make investments early of their development. This early partnership (lengthy earlier than they hit the “million views club”) is vital!
It helps to standardize a profitable long-term model relationship. And it’s nothing new for manufacturers. Consider Red Bull Music Academy, Converse’s Rubber Tracks, and House of Vans, which arrange community-based sources to assist incubate expertise.
Iberia Airlines has taken this strategy on a person stage and is beginning to see ROI sparkles. The model collaborated with Venezuelan singer Nella Rojas, who has been nominated this yr for Best New Artist. (If Karol G’s social video glory following her Best New Artist win final yr is any indication, a Rojas win may imply large issues for Iberia).
Rojas contributed to Iberia’s in-flight theme tune “Volando” that cues up earlier than every flight. And final June, the singer introduced a live performance aboard an Iberia flight between Madrid and Lisbon. Right in the aisles!
The activation earned 18.8k distinctive views and 5,014 engagements on Nella’s Instagram feed, plus an extra 28Ok cumulative views throughout Iberia’s social video platforms — there was additionally a strong UGC enhance from a number of passengers wielding cell telephones.
The airliner received a second enhance two months in the past following Rojas’s nomination, when Iberia reposted the in-flight live performance to Facebook.
Choose Partnerships From the Corazón (Heart)
When selecting partnerships to foster, pay thoughts to what an artist represents and if that’s in keeping with your model mission:
- Do the musician’s lyrics convey folks collectively by celebrating group like Rojas?
- Do they signify an appreciation of deeply-rooted cultural traditions like Aguilar?
- Do they embrace the modern-day feminista like Colombian singer and 2019 Latin Grammy nominee Rosalía?
Whatever it could be, music is a strong method to activate round a problem. It’s these overtures of the coronary heart that heat viewers to your model.
But music isn’t the solely common language. A model that empowers audiences by standing for a bigger concern can translate simply as nicely.
Want to see extra of the tendencies in Latin America?