To play to brands, Sony Music US Latin launches first-ever millennial artist platform

‘Filtr LIVE’ brings brands closer to fans of up and coming, emerging artists. Integrated 360-platform leverages great music and artists for an up-close, personal journey as they travel, perform and meet fans throughout the year. ‘We’re changing the way we conduct business’ - Nir Seroussi, President of Sony Music US Latin
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(PR NewsChannel) / July 21, 2014 / MIAMI 

Sony Music LatinSony Music Entertainment US Latin today announced a new 360 platform in 2015 featuring multiple crossover artists designed as much to galvanize fans as it is to appeal to brands.

The Filtr LIVE platform is built with brands in mind, providing them unique ways to interact, promote, activate and be part of the story. The company says the move is indicative of a dramatic paradigm shift at Sony Music Latin.

(Download: High resolution Sony Music US Latin Logo)

“We’re changing the way we conduct business—from how we promote artists, engage more directly with fans by providing snackable and shareable content, and also how we partner with brands to help leverage our artists to drive experiences,” says Nir Seroussi, President of Sony Music US Latin. “Increasingly our eye is on developing new platforms that really leverage digital. We understand that the Hispanic millennial is key and we see them interact daily with our artists – with Filtr LIVE we are bringing the fans and artists closer to brands via a true 360 model.”

Doing away with the concept of “just another tour sponsorship,” Filtr LIVE will feature key millennial artists and will be heavily focused on digital, social and mobile activations and media inclusive and integrated with brands. The company says it’s a natural fit. The artists themselves are millennials and they’re already hyper-connected to their fans, creating and socializing content and making great music.

For Sony artists the Filtr LIVE provides a platform to engage with brands in a more holistic way by leveraging Sony’s media and promotional capabilities and by using their own social media clout to activate fans to be part of the adventure.

Brands will activate in unique and compelling ways including:

  • Organic brand integrations from pre-production, on the road with the bands, backstage access and with the fans at the events – to allow the brand to “live like a rock star” and become fully immersed in the story of the artists
  • Licensed content that brands can amplify via their own media and marketing outlets
  • Behind-the-scenes digital content generation and unscripted webisode series
  • Live streams and VOD platform with pre, post and long tail promotional opportunities
  • Specially branded YouTube channel
  • Branded Filtr playlists on Spotify and fan curated “what’s next on the tour”
  • Fan contests and online activations
  • Mobile application with fan club, chat rooms, games, playlists, store, music news, music streaming, fan walls, videos and photos
  • Experiential and on-site activations
  • DTR activations with artist likeness tied to in-store promotions
  • Category exclusivity across all tour promotions
  • Follow on “after the tour” content with the artists / retrospective

For further information about Filtr LIVE brand partnerships, please contact Dana Yamaki,  or (305) 420-4900.

About Sony Music US Latin: Sony Music US Latin, a wholly owned subsidiary of Sony Music Entertainment, is the leading Latin music company overseeing the U.S. and Puerto Rico and home to the most prolific artists in the Latin genre.

About Sony Music Entertainment: Sony Music Entertainment is a global recorded music company with a current roster that includes a broad array of both local artists and international superstars. The company boasts a vast catalog that comprises some of the most important recordings in history. It is home to premier record labels representing music from every genre, including Arista Nashville, Beach Street, Bystorm Entertainment, Columbia Nashville, Columbia Records, Day 1, Descendant Records, Epic Records, Essential Records, Essential Worship, Fo Yo Soul Recordings, Kemosabe Records, Legacy Recordings, MASTERWORKS, Polo Grounds, RCA Inspiration, RCA Nashville, RCA Records, Reunion Records, Sony Classical, Sony Music Latin, Star Time International, Syco Music, Vested in Culture and Volcano. Sony Music Entertainment is a wholly owned subsidiary of Sony Corporation of America. 

Glenn Selig
The Publicity Agency
(813) 708-1220  or mobile (813) 300-5454

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SOURCE:  SONY Music Latin

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