The Latin Recording Academy, (LARAS ) the producer and owner of the Latin Grammy Award brand, recently struck a partnership with Latin American Telco Claro Americas, which is part of America Movil and present in most Latin American countries. The partnership reflects how major brands are increasingly interested in experiential (events) and social media marketing.
Claro’s alignment with The Latin GRAMMYs allows them to leverage a pan-regional brand like The Latin GRAMMYs that resonates throughout all of Latin America and represents millions of loyal fans and followers to ensure that their music platform is associated with the prestige and reach of The Latin Recording Academy, a spokesperson at LARAS tells Portada. By creating a hub at Claro Música that highlights the official Latin GRAMMY Nominees, Claro Música provides their listeners with a one-stop solution to hearing the best music of the last year and to explore and learn about new genres and new music. Additionally, they want to offer their consumers, clients, and Claro Música subscribers the best in Latin music with a chance to win a VIP experience at The Latin GRAMMY Awards in Las Vegas.
The Partnership: Activation Details
LARAS has been working with Claro’s internal marketing team directly to ensure that all of Latin GRAMMY Claro’s sponsorship of the 16th Annual Latin GRAMMY Awards® is a comprehensive partnership that spans across Latin America (including Brazil) and the Caribbean. Countries include: Argentina, Brazil, Chile, Colombia, Costa Rica, Dominican Republic, Ecuador, El Salvador, Guatemala, Honduras, Mexico, Nicaragua, Panama, Paraguay, Peru, and Uruguay.
The sponsorship includes:
– Claro is the Official Telecommunications Partner Promotional license for use of marks and logos in region. VIP hospitality package to attend all events during Latin GRAMMY Week that lead up to the Latin GRAMMY Awards.
– Claro is the Official Telecommunications Partner
– Claro had on-site presence at the Acoustic Sessions in Mexico|
– Will have playlist on Claro Música promoting the event/performing artists
-Official Latin GRAMMY Playlists of nominees and winners will be promoted later in the year via Claro Música. LARAS (The Latin Academy of Recording Arts & Sciences) will also promote the playlist on their social media channels (that has more than 2.5 million followers combined.)
Starting this summer, Claro will team up with The Latin Recording Academy® as an official sponsor of the Latin GRAMMY Acoustic Session in Mexico. Claro will have an on-site activation as part of the event’s cocktail hour in lead up to the acoustic concert as well as attendance from its VIPs. Apart from being sponsors of the Latin GRAMMY Acoustic Session in Mexico, Claro has also been confirmed as an official sponsors in Latin America of the 16th Annual Latin GRAMMY Awards.
In the fall, Claro will be hosting the Official Latin GRAMMY Playlists in Latin America via their music platform, Claro Música, immediately after Latin GRAMMY nominations are announced in September.
After the Latin GRAMMY Awards, Claro Música will also play host to the official Latin GRAMMY winners’playlist where consumers can listen to curated playlists that celebrate the 16th Annual Latin GRAMMY winners’ circle.
Well known in the music industry as well as with fans, brands and consumers as one of the most prestigious intimate concerts, the Latin GRAMMY Acoustic Session Series began five years ago in the United States taking place in key Hispanic cities like Los Angeles, Dallas, Miami, Chicago and New York City. Following its success in the United States the series was later rolled out into Latin America and has
taken place in major metropolitan cities across the region including Mexico City, Mexico; Bogota,Colombia; Rio de Janeiro; Brazil, and Lima, Peru, among others.
The Latin GRAMMY Acoustic Session Series is nationally recognized as the premiere Latin music concert series, giving guests an up-close and personal experience with one of today’s most talented Latin musicians. Past artists that have participated include David Bisbal, Franco De Vita, Juanes, Jesse Y Joy, Natalia Lafourcade, Alejandro Sanz and many more.
Claro Americas is part of América Móvil, a Mexican telecom group serving clients in Argentina, Brazil, Chile, Colombia, Costa Rica, the Dominican Republic, Ecuador, El Salvador, Guatemala, Honduras, Nicaragua, Panama, Paraguay, Peru, Uruguay.