Giovanni Villamar, director gerente de Anomaly
The continuous crossover of Latino artists and global interest in the sounds of the Latino diaspora offer great opportunities for independent and alternative musicians. At the Latin Alternative Music Conference, industry executives convened to explore new ways to present sounds to their audiences. Anomaly General Director Giovanni Villamar talked about the brand perspective and the music selection process for advertising campaigns on the panel discussing Latin Music Opportunities in TV, Film & Branding. “Many in the audience were young artists trying to sell their music, not only in the U.S. but worldwide, while seeking advice on how to keep a brand top of mind, and how to audition their music with agencies and their clients,” he said. Each campaign is different, each brand is different. “We know that music plays a pivotal role in campaigns, but there isn’t a simple process” for matching music with brand strategy, Villamar said, adding that “many times when creatives present a script or a campaign they have a certain type of tune in mind, so from there the music producer must look for something that suits the campaign and has the kind of sound the creative team is looking for. That’s when the process of finding the right type of music, tempo and tone begins, and it is often the responsibility of the music producer to choose which way to go among the many possibilities.”He said we need to get over the idea that Latin music is just for Latinos. “We must try to position our music as something universal, because we’ve come to the point where Latin music is going mainstream.”
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