Spotify has launched their latest campaign for the flagship Latin music playlist, Viva Latino. Under the tagline Elevando Nuestra Música, or elevating our music, they have created a 30-second hero campaign film featuring Karol G, Myke Towers, and Mau y Ricky, and tells each artist’s vignette as unique 15-second clips. The celebration of Viva Latino takes place across multiple platforms including out of home, video, digital and social.

The new playlist serves as a global stage for the sounds of Latin music as the biggest Latin music Spotify playlist in the world with over 11.3 million followers, making it the third most followed playlist on Spotify globally.

Viva Latino is rich in diversity representing multiple artists, from various countries and with different musical styles. Since its inception in 2014, it has propelled numerous Spanish-language songs to the Global Top 100 and Top 50 charts. At the same time, Spotify Latin music consumption has grown by 1680% in this period.

Viva Latino was created around the wants and needs of Latin music fans who, based on Spotify data, discover 46% more music than regular listeners. To date, artists included in Viva Latino vary from today’s top Latin artists to up-and-coming talent starting their music careers. The playlist has the unique ability of straddling between trending hits and the mainstream, keeping it on the pulse of latin music today and the hits of tomorrow.

“Latin music has become an indispensable part of pop culture and we’re excited to see Viva Latino play a big role in that evolution. Today, we’re celebrating the artists and fans who make this the ultimate destination for Latin hits by unveiling a sophisticated new look for the playlist that steers away from stereotypical cultural symbols, as well as introducing an inclusive tagline, “Elevando Nuestra Música”, a mission that pushes and motivates us to take our music to the global stage,” said Antonio Vázquez, Head of US Latin Editorial.

Mau y Ricky

The playlist’s fans’ most unique listening moments are during almost entirely “hands busy” moments like doing chores, partying, working out, cooking, getting ready to go out. Starting as bright flashes of light, Karol G, Myke Towers, and Mau y Ricky each land in the lives of their fans, supporting them in the moments when they need Viva Latino the most. The artists speak to the first song of theirs featured in the Viva Latino playlist and what doors that opened for them.

Karol G

In her vignette, Karol G offers encouraging words for women starting their music careers. Myke Towers says Latin music is headed into its best moment as more and more people are understanding the Latinx culture which leads to a deeper understanding of the messages Latin artists are sharing within their lyrics. According to Mau y Ricky, there are no longer boundaries to Latin Music as it is further evolving into genre-less territory which allows for unexpected collaborations.

Myke Towers

The celebration of Viva Latino takes place across multiple platforms including out of home in Miami, Los Angeles and New York City. The ads include vibrant photos of Latin artists featured as part of the Viva Latino playlist with “elevando nuestra música” as the slogan.

As part of the campaign, Spotify has also partnered with Latinx TikTok content creators such as Sofia Bella, Alexia Del Valle and Jayla Milan, to demonstrate their unique creative perspective of the playlist, the artists, the songs, and what they mean to each creator.

The campaign will run through the month of November.