Raquel Sofia, the talented singer/songwriter from Puerto Rico, jumps on Twitter and Instagram to share her life’s journey — her experiences, workout routines, writing, brainstorming sessions and more — with thousands of her closest “friends” as naturally as cracking a smile.
Like so many millennial artists, social media is how Raquel Sofia communicates to stay connected. Now as one of Sony Music Latin’s rising stars, Sofia, who has performed with Juanes, Shakira, JeanCarlos Canela, is playing to larger stages both in concert and on social media.
“I share pictures of me and my dog, my workouts and even my shoes,” says Raquel Sofia.
Sony Music Latin, which represents heavyweights including Shakira, Ricky Martin, Chayanne, Pitbull, Calle 13 and Carols Vives, hand-picked Raquel Sofia to participate in the Filtr LIVE Platform which features 365/24/7 content generation, brand activation and a nationwide tour featuring multiple up and coming millennial artists.
Raquel Sofia and the other artists will not only tour, but also interact daily with fans and seamlessly integrate with brands across the Filtr LIVE Platform. The artists tell their stories throughout the year via a montage of content, to reveal who they are and engage fans as they discover their music and connect with their personal stories. Brands are organically integrated and associated with these breaking artists with customized content, brand activation, broadcast media and tailored fan experiences.
Artists like Raquel Sofia are directly engaged with brands. Raquel Sofia will tweet and post about participating brands to her social media followers throughout the year. And so will the other artists, multiplying the impact of their collective social footprint for the brand! Fans will get a close look to see what Sofia is really like –backstage; what she has for breakfast, what camera she uses to snap & post photos – even her routines, favorite drink, food, etc.,
“I’m really excited to be a part of the experience ,” Raquel Sofia said of the platform. “I think it’s going to give fans an interesting new look into the real life of an artist.”
“Filtr LIVE represents a paradigm shift. It involves bringing together artists with brands across all platforms,” says Nir Seroussi, president of Sony Music Latin. “Since the artists are already hyper-connected to their millennial fans, this platform makes perfect sense for brands to connect in a relevant way.”
Seroussi says for a brand to do this on their own, it would take considerable resources. Sony Music | US Latin is packaging this up so a brand can seamlessly; cost-effectively connect with millennials through music. Brands want to focus on ways to truly connect with this audience vs wasting time and money managing thousands of details around execution. Demand for Filtr LIVE has been high from brands in many consumer segments – automotive, telecom, spirits, insurance, consumer package goods, technology and more –all who are vying for limited partner opportunities.
As for Raquel Sofia, late last month she debuted the video for her latest single, “Agridulce” (Bittersweet), which she also wrote. “It’s a super personal song,” said Raquel Sofia. “I was trying to apologize to someone and it was just too late to say I’m sorry, so I put it in a song.” As she gets ready for Filtr LIVE in 2015, she says she’s got a lot to say. And no doubt she’ll share it all on social media.
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.
FOR Filtr LIVE Brand Partnerships:
The Publicity Agency
(813) 708-1220 or mobile (813) 300-5454
SOURCE: SONY Music Latin
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