Spanish Broadcasting System’s AIRE Radio Networks and its LaMusica app have launched a new initiative, Artistas360, which connects Latin artists of all music genres with brands “for the development and execution of culturally relevant audio, digital and live music campaigns.” The first act signed with the platform is queen of reggaeton Ivy Queen.
"The launch of Artistas360 allows us to take our artist relationships to the next level by connecting them to brands that are looking to engage with U.S. Hispanics through their music passion point," said Elisa Torres, Executive VP, AIRE Radio Networks and SBS National. "We are ecstatic and honored to announce that the legendary Ivy Queen has joined our Artistas360 artist portfolio."
AIRE and LaMusica will lead the collaboration between artists and brands that seek to connect with the U.S. Hispanic community. Artistas360 will also develop and manage all aspects of the marketing strategies across SBS radio stations, AIRE Radio Networks, the LaMusica digital platform and SBS Entertainment. More artists are expected to be announced in the coming weeks.
Torres called the initiative “the first time AIRE and LaMusica have created a dedicated full-service marketing platform within SBS that supplies the demand for more Latin music content and experiences."