Lex Borrero and Tainy on Latin Music's Impact and Influence at Somos Vevo's Executive Experience

quotWe at Vevo have been in the multicultural business for several years working with Latin artists from a discovery standpoint all the way up to tripleplatinum artistsquot shared Kevin McGurn President of Sales ampamp Distribution at Vevo at the start of the event quotAnd we will continue to celebrate these artists and their cultures beyond LatinX Heritage MonthquotThe session kicked off with Borrero sharing his inspiration for entering the music business and explaining why he continues to be a champion for Latin music in particularamp160NEON16 which he cofounded with Tainy is a Miamibased record label behind recent hits with some of the biggest names in pop reggaeton and Latin music including quotSummer of Lovequot with Shawn Mendes and quotUn Dia One Dayquot with Dua Lipa J Balvin and Bad BunnyquotIt doesn39t matter what race you are where you grew up where you39re from amp8211 music is globalquot Borrero said quotIt can inspire you make you cry get you through a breakup Latin music is in a place right now where every step moves the needle to making it more and more mainstream NEON16 wants to be at the forefront of that conversation It39s a big part of what we doquotBorrero explained how music videos remain a key component in artists39 ability to share their culture with audiences around the world quotThe visual content is all part of the storytellingquot he said quotIt gives you a chance to show the parts of your culture that are part of you and convey a message Now more than ever the visual component is a huge part of that narrativequot The nod to the power of sight sound and motion is also an integral part of Vevo39s appeal the ability for artists to visually tell their stories and for audiences to connect in ways they are not able to do solely through audioWhen Velez asked Borrero why he thinks the genre has become such a cultural force he replied quotThe Latin community is vast and spread around the world Latin music has something that unites us all rhythm It39s what makes you get up and dance and move and can bring you nostalgia when you remember the wedding or graduation party where you first heard itquotThey also talked about the changes in the Latin music landscape and the power artists have to forge their own path with audiences who are not Spanishdominant Today Latin artists are finding success without producing translated versions of their Spanish songs in order to break into the mainstream a trend that is rooted in the accessibility audiences now have to music content quotI just saw a video of Camilo in Berlin and the audience knew every word to his songsquot Borrero said quotThe accessibility to music today has such a big impact It39s easier now to discover music from around the world It39s in commercials in movies it39s everywherequotBorrero and Tainy along with NEON1639s label partner Interscope Records also produced the soundtrack for The SpongeBob SquarePants Movie Sponge on the Run an experience that Tainy described as a dream come true allowing his music to connect with and bring joy to families during the pandemic a difficult time for manyThe opportunity to work on the entire soundtrack was not initially presented to the NEON16 team However it was an opportunity that Borreo knew he and his team could not miss out on quotWe were initially approached about remixing the theme songamp8221 he explained amp8220We saw a rough cut of the movie and realized how much it appealed to an older audience We spoke to the head of music at Paramount and said we wanted to do the entire soundtrackquot The project has received a massive response from audiences The song quotAguaquot a single off the film39s soundtrack featured reggaeton artist J Balvin and has climbed to No 1 on Billboard39s Latin Airplay chartsIn his closing comments Tainy provided insight into what he is most excited about concerning the future of Latin music and LatinX culturequotWhat excites me is not knowing what39s nextquot he said with a laugh quotYou can predict what you want but then in two to five years something totally new comes in and everything evolves I39m excited to see where this movement takes us and keep exploringquotVevo39s fireside chat with these two rising titans of the Latin music industry further reiterated that the genre connects so deeply with audiences because it tells human stories at the core forming a universal appeal with no end in sightSource Vevo Internal Analytics US 828 92621 views Lifetime views through 92621Images at top courtesy of VevoClick the social buttons to share this content with your friends and colleaguesThe opinions and points of view expressed in this content are exclusively the views of the author andor subjects and do not necessarily represent the views of MediaVillagecomMyersBizNet Inc management or associated writers

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Lex Borrero and Tainy on Latin Music's Impact and Influence at Somos Vevo's Executive Experience

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