now viewing: sony music
Extrazen:
Portugal’s Rising Star
A UK introduction to the artist’s latest EP: What To Do With Your Hands.
The mission
Extrazen is a Portuguese artist with an eclectic sound blending R&B, rap and electronic sounds to form his unique identity within the industry. With the release of this new EP, how can we grow him internationally?
Extrazen is a Portuguese artist with an eclectic sound blending R&B, rap and electronic sounds to form his unique identity within the industry. With the release of this new EP, how can we grow him internationally?
The solution
People need to see and hear Extrazen to know what he’s all about. Having made a name for himself in Portugal, we brought him to London to reach new audiences and continue building his international profile.
People need to see and hear Extrazen to know what he’s all about. Having made a name for himself in Portugal, we brought him to London to reach new audiences and continue building his international profile.
The execution
A live, full EP playback performed on stage, complete with a Q&A for UK-based audience members to discover more about the artist and his process, being both a producer and recording artist.
A live, full EP playback performed on stage, complete with a Q&A for UK-based audience members to discover more about the artist and his process, being both a producer and recording artist.
Creative/Coordinator/Marketing Manager: 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
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: Live
Regions: UK
Campaign Type: Live
Regions: UK
✳︎ ✳︎ ✳︎ ✳︎
Rauw Alejandro:
Reggaetonero to Salsero
Album playback event for international teams and album release strategy.The mission
With a brand new album and sound for Rauw Alejandro, how can we excite his 48M+ monthly listeners and continue reaching new audiences to drum up unparalleled excitement for the new album, Cosa Nuestra?
With a brand new album and sound for Rauw Alejandro, how can we excite his 48M+ monthly listeners and continue reaching new audiences to drum up unparalleled excitement for the new album, Cosa Nuestra?
The solution
The album is an ode to the artist’s past, speaking of migration from Puerto Rico to New York, and the US at large. Inspired by the 60s and Willie Colon’s Cosa Nuestra, we will bring people into his new world by building it in the real world.
The album is an ode to the artist’s past, speaking of migration from Puerto Rico to New York, and the US at large. Inspired by the 60s and Willie Colon’s Cosa Nuestra, we will bring people into his new world by building it in the real world.
The execution
Internally, this world building began with an album playback for international teams, where the artist spoke about the history and meaning of this album to him. We extended this and launched it as an international strategy focussed on telling the story through local activations and social media.
Internally, this world building began with an album playback for international teams, where the artist spoke about the history and meaning of this album to him. We extended this and launched it as an international strategy focussed on telling the story through local activations and social media.
In the UK, we launched a WhatsApp Community channel to feed the fandom and create a space for fans to be fanatics together.
Activations & OOHs:
Activations & OOHs:
Influencer marketing:
International album charting upon release:
In🇨🇭 #10
🇮🇹 #30
🇨🇦 #52
🇧🇪 🇫🇷 🇳🇱
Top 200
Top 200
Creative/Marketing Manager: Aiyana Zammit
Executive Assistant: Whitney Quaynor
Marketing Coordinator: Nanami Soga Garcia
Marketing Director: Marcelo Perez Vite
Executive Assistant: Whitney Quaynor
Marketing Coordinator: Nanami Soga Garcia
Marketing Director: Marcelo Perez Vite
Year: 2024
Campaign Type: Campaign, Event, Live
Regions: WW (ex LATAM-Iberia & US)
Campaign Type: Campaign, Event, Live
Regions: WW (ex LATAM-Iberia & US)
✳︎ ✳︎ ✳︎ ✳︎
Trueno
Argentine Rap sensation on the way to global stardom.The mission
Trueno is well known in Spanish speaking countries, but his international profile is still growing. In order to grow it further, we needed people to understand what he represents, where he came from and what he’s achieved so far.
Trueno is well known in Spanish speaking countries, but his international profile is still growing. In order to grow it further, we needed people to understand what he represents, where he came from and what he’s achieved so far.
The solution
A dynamic video to be used as an electronic ‘passport’, built to tell his story. The edit was created entirely with found footage from past interviews, phone footage, music videos and more.
A dynamic video to be used as an electronic ‘passport’, built to tell his story. The edit was created entirely with found footage from past interviews, phone footage, music videos and more.
The execution
A shareable piece of content that colleagues and industry figures can use to highlight Trueno’s journey and to bring attention to his music.
A shareable piece of content that colleagues and industry figures can use to highlight Trueno’s journey and to bring attention to his music.
Creative/Marketing Manager: Aiyana Zammit
Editor: Jose Gomez
Editor: Jose Gomez
Year: 2024
Campaign Type: Digital
Regions: WW (ex LATAM-Iberia & US)
Campaign Type: Digital
Regions: WW (ex LATAM-Iberia & US)
© all concepts listed are mine, unless stated otherwise ©