Coffee at any time of the day, bowing while greeting, punctuality, cuisine, wearing bindis, dancing — these are on the short list of everyday practices in a sea of people. In today's diverse world, it's crucial for music industry marketers to recognize that their consumers value cultural identity. There are over 8 billion people in the world spread across 195 countries, shuffling through crowds in tens of thousands of cities. Of these many faces in the crowd, some have similar interests, others have opposing opinions, and there's the occasional miscommunication due to language barriers. Despite this, there is one thing that continuously brings us together: music. But what exactly happens when we market music while tapping into cultural beliefs and quirks? It creates the perfect formula for positively influencing consumer behavior by connecting a product or service to a person's traditions, beliefs, and emotions.
Labeled as a “love letter to Puerto Rico,” the album heard across the world, Bad Bunny's DeBÍ TiRAR MáS FOToS, follows this exact formula, and its success among consumers speaks for itself.
Emotional Connection → Both the show and album place emphasis on nostalgia, memories, and family, illustrating the core of Puerto Rican identity. The copious elements implemented in this rollout go beyond just music; it allows fans to connect emotionally and culturally.
Community → The very experience of being in PR is brought to life in a 30-show residency, “No Me Quiero Ir De Aqui,” with priority and exclusivity to residents and later welcoming the public to purchase tickets. The stage production mimics the wilderness, housing, folk dance, and traditional essence of the island, creating community among strangers.
Cultural Identity → The album features a variety of Puerto Rican musical styles, such as salsa, plena, and bomba. The global star matches the production with lyrics detailing life on the island — drinking pitorro de coco, standing by the champagne shores of the beach, hearing the jibaro crying on the mountains, and more.
Bad Bunny's album and residency perfectly depict how successful an album's marketing strategy can be when cultural identity is considered.
As a music marketing professional, you should always consider whether the campaign you are building connects with consumers. The effectiveness of this formula can be seen in ticketing demand, streaming, social engagement, and global reach — but for these plans to fall into place like the dominoes in Puerto Rico, you need to hone in on cultural factors. Implementing these elements, which will vary depending on the audience, will highlight their community, create a sense of belonging, and emotionally connect them to your artist, their album, and everything in between.
Topic: Cultural Marketing