GROWING AUDIENCE + SUBSCRIBERS W.LATIN MUSIC 
Situation: during my tenure in the music industry, Latin Music was one of the fastest growing genres in the U.S. and many Latin American countries were among the fastest growing in the world as measured by music consumption and streaming. Many of my clients - both labels and music streaming services - wanted to leverage this trend to grow the international audience for their artists and their subscriber bases across the Western hemisphere.
Opportunity: by combining both country-level music streaming data and the preferences and behaviors of fans across the U.S. and Latin America, I was able to help artists and streaming services grow their fanbases.
Key Questions + Themes:
Gen-Z - how are their latin music preferences different from previous generations?
Latin Subgenres - is one a gateway to the rest? What are taste-making markets for each?
Beyond Hispanic Audiences - what is the path to mainstream success in the U.S.?
Music Beyond Borders - how does Latin music move between countries? Is it different for music sung in English vs Spanish vs Portuguese?
Results:
Streaming Service 1 - consistent subscriber growth and market share in Brazil, aided by weekly brand health tracking administered by Matt and team
Streaming Service 2 - successful launch of the service in 3 new South American markets
Streaming Service 3 - built a marketing strategy and informed creative development for a campaign in Mexico targeting Gen-Z fans
Music Label 1 - built U.S. marketing and fan engagement strategy for one of the biggest artists from South America to monopolize on her first Billboard Global #1 song
Music Label 2 - built a label-wide audience development plan to extend the reach of their roster of artists beyond the traditional Hispanic consumer target
