CLIENT - IN-HOUSE FOR AUDIO NETWORK
ROLE - HEAD OF GLOBAL CAMPAIGN MARKETING

Latin Series

IN BRIEF

The Rhythm of Nations

This multi-territory campaign was designed to promote Audio Network's acquisition of Voodoo Tracks, featuring a substantial intake of 98 albums that celebrate authentic music from Mexico, Central America, South America, and the Caribbean. The marketing strategy aimed to engage current clients, with a specific focus on the LATAM markets, as well as travel, documentary, and lifestyle production companies.

APPROACH

Recognising the need to encapsulate the diverse and vibrant essence of the Latin Series, the creative set out to reflect the rich tapestry of cultures and musical traditions inherent in these genres.

• Culturally-Inspired Visuals: Focused on a visually compelling approach that highlighted the colour and vibrancy synonymous with Latin music. This involved extensive research to portray both traditional roots and modern expressions.
• Energetic Typography: Crafted a dynamic typographical treatment that conveyed movement and freedom, enhancing the overall energy of the campaign.
• Balancing Tradition and Modernity: The primary challenge was to strike the right balance between traditional and contemporary musical elements. Through rigorous testing of imagery and typography, a harmonious blend was created that reflected both the historical and evolving aspects of the music.
• Authentic Representation: The main objective was to authentically portray the rich cultures behind the music, ensuring that we resonated with our audience both locally and globally.
• Audience Engagement: To maximise engagement, US teams organised sneak peeks and digital introductions themed around 'Cinco De Mayo,' which provided a platform to showcase the breadth and depth of the collection.

RESULTS

Launched in February, the Latin Series achieved significant milestones:

• Increased Engagement: The campaign fostered strong engagement from our South American clients, with enthusiastic feedback indicating that we successfully captured their passion for the collection.
• Positive Reception: Early audience responses were overwhelmingly positive, confirming that our efforts to create high-quality, authentic music resonated with listeners.
• Broadened Genre Offerings: The campaign successfully enhanced our Latin genres offering, showcasing a diverse range from tropical rhythms to modern crossover styles, which attracted interest from both prospective and current TV, advertising, and enterprise clients.

Overall, the Latin Series not only expanded our catalogue but also strengthened our relationships within the music community, positioning Audio Network as a leader in authentic Latin music.