Founders para Spotify
Spotify launched “La Tierra del Corrido”, a campaign that celebrates the growth and popularization of one of the fundamental genres of Mexican music: Corrido. In recent years, this genre has captivated global audiences, especially younger ones. Through this campaign, Spotify seeks to rescue the cultural heritage of the genre and celebrate current legends, highlighting the virtue of musicalizing stories that have impacted generations, both in Mexico and in Latino audiences in the United States. The campaign was created by independent agency Founders in collaboration with the Spotify Mexico team, together with ThinkY in charge of influencer strategy, UM of media strategy, ACHE leading experiential and Edelman for PR. According to Spotify figures, Gen Z has increased the consumption of corridos in the last five years, growing more than 600% in Mexico, more than 200% in the United States and 430% worldwide. Therefore, “La Tierra del Corrido” speaks to Mexican, Mexican-American youth and all those who identify with the lyrical power of the genre and the new style it represents. Starting with the Spotify Single created by Edén Muñoz, Los Tucanes de Tijuana and Fuerza Regida, the song had 10 million plays in its first two weeks. Brand presence in large cities from Mexico City, Guadalajara, Monterrey, Houston, Los Angeles, New York, a Hero Video with two durations 30″ and 10″ that talks about how corridos have been transformed from generation to generation, with the participation of local influencers, as well as mentions of more than 20 artists, closing with a private Showcase to celebrate La Tierra del Corrido. Local talent for export Through collaborations with musical, graphic and other creative artists, “La Tierra del Corrido” comes to life on different channels in Mexico and the United States. The main objective is to highlight the legacy, stories and heroes that make up the world of corridos, taking this tradition to all corners of the globe. This music genre, in collaboration with platforms like Spotify, has broken through borders, achieving unparalleled international prominence and ascending to the highest ranks of global charts. Sol Naldi, Spotify Mexico’s Marketing Lead, remarks, “The corrido has stood the test of time, evolving and giving voice to the stories that must be heard. With this comprehensive campaign, we aim to pay homage to its historical legacy while celebrating the momentum it maintains within the global music landscape”. Through the Spotify platform and performances on different channels, the campaign portrays the intersectionality of the culture and genre of corridos, and drives its growth by elevating voices and talents that shape the new reality of Mexican music. About the campaign, Tania Torres, Regional Account Lead of Founders alongside Creative Directors for the brand Lucas Fernandez & Andres Morales said: “The Land of Corrido is everyone’s Land, a campaign with great cultural value. As a Mexican, it fills me with pride that through music, stories are told that made and will continue to make history.”
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