Sony Music
2025
Extrazen:
A Rising Star
A UK introduction to the artist’s latest EP, What To Do With Your Hands.
Read: 82KA Portuguese artist blending R&B, rap and electronic sounds; 2025 marked the release of his latest EP, a turning point in his international career as he sets his sights on Europe and America. To continue developing his audience outside of Portugal, he was brought to London to perform the tracks live for the first time to a mix of creators, press and industry execs. An international effort for an international artist, this event was carefully planned between three teams and countries; myself in the UK, and the Spanish and Portuguese teams.
Coordinator/Marketing Lead: Aiyana Zammit | Producer: Lucia O’Keeffe | SME PT: Lucas Anchieta, Madalena Malveiro, Afonso Ferreira, Gonçalo Afonso | SME ES: Pedro Aires | PR: Harry Wilton, Natasha Cheater, Hasan Baeyaz, 82K Mag | Photographer: Jake Boreham | Editor: Jose Gomez | Year: 2025 | Campaign Type: Event | Regions: UK
Rauw Alejandro:
El Salsero
The long-awaited return launched with a crafted international album release strategy.
International charting upon release:
CH #10, IT #30, CA #52, BE NL FR #200
CH #10, IT #30, CA #52, BE NL FR #200
The release of Cosa Nuestra marked a new chapter in Rauw Alejandro’s sound; a Salsa album inspired by his family’s migration from Puerto Rico to the US.
Inspired by the 60s and Willie Colon’s album of the same name, we brought fans into his new world by building it irl. We built a dedicated website packed with exclusive content, a WhatsApp group for real fans, developed local activations in 8+ countries, commissioned influencer content, created outdoor and digital media, and last but not least, hosted an exclusive playback prior to release to warm up a select few for what was to come.
Creative/Marketing Lead: Aiyana Zammit | Executive Assistant: Whitney Quaynor | Marketing Coordinator: Nanami Garcia Soga | Marketing Director: Marcelo Perez Vite | Year: 2024 | Campaign Type: Campaign, Event | Regions: WW (ex LATAM-Iberia & US)
Trueno:
Latin Rap sensation
Latin Rap sensation
An EPK edit built to show who Trueno is and what he’s about.
Already a househould name in Spanish-speaking countries, Trueno’s international profile needed some background for non-Spanish speakers to truly connect with him. We needed people to understand what he represents, where he came from and what he’s achieved so far; so we created a dynamic video to be used as an electronic ‘passport’, built to tell his story, created from found footage.
Creative/Marketing Lead: Aiyana Zammit | Editor: Jose Gomez | Year: 2024 | Campaign Type: Digital | Regions: WW (ex LATAM-Iberia & US)
Latin Filtr’d
The Sony fan-first account, sharing the latest updates on it’s signed artists.
The best performing content shared on the Latin Filtr’d Instagram and TikTok accounts: 4 edits, +777K views, +14K likes, +700 saves.
Creative/Marketing Lead: Aiyana Zammit | Host: Whitney Quaynor | Editor: Jose Gomez, George Hopgood | Year: 2024 | Campaign Type: Organic Socials | Regions: WW (ex LATAM-Iberia & US)
© all concepts listed are mine, unless stated otherwise ©