thank you

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thank you 〰️

A campaign that elevates the global reach of our music and brings its force to our listeners.

Since its launch in 2014, Spotify’s Viva Latino playlist has been propelling artists across the globe, inviting millions of listeners to vibe with us. In 2021, we celebrated the vibrancy and catchy tunes of the artists who made the playlist the second most streamed in the world, with our most ambitious campaign for a Latin playlist to date.

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VP, Global Executive Creative Director Alex Bodman

Group Creative Director Jay Norman

Associate Creative Director Carolina Perez-Siam

Associate Creative Director Astrid Andujar

VP, Global Brand Alex Tanguay

Head of Global Brand Lauren Solomon

Brand Lead Jem Michael

Brand Manager Ebony Francis

Brand Manager Claire Ulak

Global Head of Brand Design Rasmus Wangelin

Senior Art Director Steven Conawa

Director of Production Lauren Keller

Executive Producer Shayan Amir-Hosseini

Executive Producer Jenna Alchin

Senior Producer Gabija Blake

Associate Creative Director Ava Abdoulah

Head of US Latin Editorial Antonio Vazquez

Senior Editor US Latin Jenesis Alonso

Artist & Label Partnership Lead Monica Herrera Damashek

Artist & Label Partnership Manager Eddie Santiago

Associate Manager, Artist & Label Partnerships Stacy Aguilar

Music Marketing Manager Heidi Huerta / Spotify

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To elevate the unprecedented growth that Latin music has had in the streaming era, we refreshed the playlist’s design to a more sophisticated look that authentically embodies what Latin culture feels and sounds like in 2021. 

To go along with our new branding, we introduced a brand new tagline: Today’s top Latin hits, elevando nuestra música. 

And to launch our new phase, we partnered with some of Latin’s biggest artists to create a campaign that was out of this world. With the help of Karol G, Myke Towers and Mau & Ricky, we launched multiple films, a billboard series with dozens of artists and a social media campaign celebrating their streams in our playlist. 

The campaign created over 156M impressions and saw a daily increase of 9%. At the end, bringing Today’s top Latin hits, elevando nuestra música.