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Juan Carlos Maya from Mixto Music: The Somos Latinos Campaign Seeks the Appropriate Tone to Resonate with All Latinos
Liz Unamo| 13 de febrero de 2017
Juan Carlos Maya, fundador y presidente de Mixto Music
Mixto Music, together with Periko & Jessi, wrote the hymn of DishLATINO’s campaign Somos Latinos; according to Juan Carlos Maya, Founder and President of the music production company, they made sure the song evolved from being very intimate and emotional into a celebration tone. “Because the composition of the original demo was made only with one guitar and a voice, we decided to include several elements and styles of Latin American music, such as salsa, vallenato, plena, etc without drifting too far away from Periko & Jessi’s style” says Maya. The song was composed in a single afternoon but the arrangement and production took several weeks. “It was a very delicate piece of work, and because of, it was complicated to find the appropriate tone in order to achieve a song that resonates with all Latinos nationalities.” The song deals with a topic that touches all Latino immigrants. “Even though there was no intention for the song to have any political tenor, the campaign itself proves that each one of us has a very nice story to share, despite all the recent attacks and discriminations.” With Havas creative freedom team, Maya mentioned that it was a wonderful collaboration work between the production company, the artist, and the agency. “In this particular case, we decided to shoot everything as organically as possible to resonate better with the human part of the audience. We had a luxury team with musicians and engineers such as José Javier Freire (Bacilos), Juan Pablo Daza (Juanes), Fido Carlos Hoyos (Alejandro Sanz), Juan de Dios Martín (Amaral, Miguel Bose, Joaquín Sabina) and Juan Hidalgo (David Bisbal, Andrés Calamaro, Diego El Cigala, etc.), each of them contribute to the song from their own angle.”
