Vanessa Lizama, directora de Desarrollo para Clientes y Emilia Peña, directora de Ventas de Terra
Emilia Peña, sales director, and Vanessa Lezama, director of Development for Terra Clients have carried out an important effort in the Hispanic US market with the successful sessions of Terra Live Music. The executives spoke to PRODU. The best brands in the world connect with their consumers through shared values and passions, many resort to music to create an emotional connection with their audience.Terra provides a precise and efficient platform, with 3.4 million users, in order to reach the Hispanic audience and take it closer to its favorite artists and brands so that they can see them, listen to them and feel them. Music is very effective for this, specially in such a passionate market as the Hispanic one”, explained Peña. “Many Hispanics who don’t speak Spanish listen to Latin music to connect with their identity”, added Lezama.Although the Hispanic audience is not homogeneous, it exerts a very important social influence in the US. “From politics to economy, even our diet and our music have impacted this culture. I think we are part of them and they are part of us”, commented Peña.To choose the artists that participate in the Terra concerts, they focus on the tastes and behaviors of social media users. Currently, they are diversifying genres to cover the entire Hispanic market. They mainly seek alliances with artists that are producing new material. This year for the first time, they will work with a woman, Julieta Venegas, who is launching her first album.
