Rising Hispanic Artists to Watch: Marketers Should Know These Hot Acts With Crossover Appeal
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Few people love music more than Alex Lopez Negrete, president-CEO of the fourth-biggest U.S. Hispanic agency, Lopez Negrete Communications in Houston. A musician himself, he helps infuse Latin music and artists in his clients’ campaigns, including co-writing a song for Dr Pepper several years ago, before signing up Pitbull for the brand. (His other clients include Walmart, Verizon Communications and Bank of America.) He even has a music-production studio called ZapBoomBang at the agency.
Mr. Lopez Negrete and his cousin Rudy Lopez Negrete, the agency’s Los Angeles-based manager of music and content, talked to Ad Age about the next Hispanic music stars that marketers should get to know, starting with the wholesome teenage Sonus brothers and working up to a pick for only the edgiest marketer, Band of Bitches.
A key lesson: Look for artists whose music seamlessly transitions to English from Spanish, so they’re able to reach everyone from the Spanish-dominant to English-speaking Hispanic millennials, and can eventually cross over into the general market.
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