Desperados releases the new track "Guao Guao Guao" by the hand of Ovy on the Drums and Micro TDH.
This theme is the kick-off of the new "Beer with Latin Vibe" campaign, which will bring the Latin spirit to the streets of several European cities.
Latin music has grown by 985% in the last decade on Spotify, specifically, in Spain its reproductions have increased by 15% in the last year, representing 35% of the total music listened to (data from the SGAE Foundation). The Desperados brand, created more than twenty years ago and with a strong link to the Latin spirit, joins this movement with the track "GUAO GUAO" in collaboration with Latin Grammy winner Ovy on the Drums, who has joined as artistic director of the brand, and Venezuelan rapper Micro TDH.
The unreleased track, along with its music video, is part of Desperados' new "La Cerveza con Latin Vibe" campaign, which launches worldwide today on Spotify. This song is the main claim, but it will be accompanied by different actions linked to popular culture, such as the "Desperados Avenue", which includes a series of events that will take to the streets of several European cities to transform them into parties with a Latin spirit. In Spain, details are being finalized for this event that will surprise everyone. Discover the song and music video here.
The Desperados brand enjoys the trust of Spanish consumers, with a volume growth of over 11% in the HORECA channel and almost 7% in Retail in the last year. The category of light-hearted beers is booming in our country, with a 10% growth in volume last year in HORECA (Nielsen).
"This innovative campaign and the collaboration with artists such as Ovy on the Drums and Micro TDH is a reflection of the brand's Latin spirit and with it we are going to get their followers, who are increasingly numerous in our country, to unite through the universal language of music," says Javier López-Valcárcel, Marketing Manager of Desperados.
The campaign is inspired by the vitality of Latin culture to encourage people to let go, enjoy life with more freedom and encourage spontaneity. The campaign has been conceived and developed in collaboration with creative agency LePub, while MassiveMusic has been hired for artist recruitment and music supervision.
Ovy on the Drums said, "It has been my goal for years to bring Latin music to the widest possible audience, so partnering with Desperados as their artistic director has been a dream. I worked side by side with my friend Micro TDH to create the perfect vibe and catchy lyrics for the track 'GUAO GUAO'. The song has a great feeling, with a timeless sound that globally transcends the Latin spirit, to reach all cultures around the world."
Note: This article has been translated using a computer system without human intervention. LUMITOS offers these automatic translations to present a wider range of current news. Since this article has been translated with automatic translation, it is possible that it contains errors in vocabulary, syntax or grammar. The original article in Spanish can be found here.
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