What trends, developments or issues would you point to thus far in 2023 as being most significant, perhaps carrying implications for the rest of this year and beyond?
In 2023, Música Mexicana underwent a significant transformation; it is no longer confined to Regional Mexican music but has become a global phenomenon. Acts within the Música Mexicana genre have not only dominated the top spots of Spotify charts but have also managed to sell out arenas in various international markets. The surge in popularity is remarkable, with Spotify reporting a 450% increase in global listening to Música Mexicana over the last five years, and that one in three listeners of Mexican music belongs to Gen Z.
A pivotal figure driving this movement is Peso Pluma, the face of the new era in Corridos Tumbados, where younger generations, who grew up with Hip Hop, are blending it with their parents’ Mexican music influences. This mix of styles has really resonated with people all over the world and has taken Música Mexicana to a whole new level. In fact, A$AP Rocky has just confirmed a collaboration with none other than Peso Pluma, signifying the genre’s growing global appeal.
It’s important to note that the impact of Música Mexicana’s global rise extends beyond just Corridos Tumbados. Other genres like Música Tejana (Grupo Frontera collaborating with Bad Bunny), Banda (Banda MS collaborating with Snoop Dogg and Ice Cube), among others, have also played a crucial role in contributing to this widespread phenomenon. As a result, you can expect more brands to collaborate with these talented artists and bands, aiming to tap into their vast and diverse fan bases.
What’s the biggest takeaway or lessons learned from work (please identify the project) that you were involved in this year? Or if you prefer, what’s the biggest takeaway or lessons learned from work you were involved in that won, was or is in the running for current awards season consideration (i.e., Emmys, Cannes Lions, AICP Awards, etc.)
This year, at Remezcla, we won our first Cannes Lion, a Silver award in the Entertainment Lion for Sport category. The recognition came for a beautiful short documentary we created for MLB as part of the series Fuera del Ballpark. Throughout the series, we journeyed across Latin America to uncover incredible baseball stories that extended beyond the game itself. The winning piece revolved around the Diablillas, a courageous group of Mayan women who formed a softball team. They play wearing their traditional handmade dresses and go barefoot, challenging traditional gender roles in their small Yucatán community.
This award taught us that at Cannes, it’s not always necessary to rely on the typical advertising festival plot twist to achieve success. Instead, what truly matters is the power of the story, the craftsmanship, attention to detail, and the right director (in our case, Yupi Segura). Winning with a Mexican story entirely in the Mayan language, celebrating women’s empowerment and paying tribute to indigenous culture, holds immense significance for us. We take great pride in creating content that deeply resonates with audiences and leaves a lasting impact.
What work (advertising, entertainment, documentary, etc.)–your own or others–struck a responsive chord with you so far this year and why?
One thing that caught my attention among the Cannes Lions winners this year was the Rosalía TikTok Live experience. It won four awards (1 Gold, 1 Silver, and 2 Bronzes). If you’ve ever been to or seen Rosalía perform live, you know she takes her concerts to a whole new level. The stage design, choreographies, wardrobe, visuals on the screen, and the use of different cameras – it’s not just about singing songs; there’s a concept and storytelling in each one. Well, she took that same creative approach to a livestream experience tailor-made for TikTok, bringing 14 tracks from her album “Motomami” to life. Each song had its unique visual and feel, and everything was conceptualized and created by Rosalía herself, directed by Stillz, and filmed entirely on mobile phones. It’s amazing to see this kind of work recognized at Cannes because I believe brands should consider adopting a similar approach to how music artists release their music.
While gazing into the crystal ball is a tricky proposition, we nonetheless ask you for any forecast you have relative to content creation and/or the creative and/or business climate for the second half of 2023 and beyond. (250 words max)
People love to consume culture, not commercials. Brands should be well aware of this when creating content and should avoid coming across as opportunistic or forced. The way brands engage with people needs to change, from a traditional marketing mindset to an entertainment mindset. Brands will soon partner with specialized agencies that can authentically connect them with culture.
