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Carlos Diaz From Music Audience Exchange: Music Has An Outsized Influence On Multicultural Audiences
Manuela Walfenzao| 14 de agosto de 2017
Los artistas latinos tienen distinta aceptación en distintos grupos de hispanos
Carlos Diaz, Co-Founder and CRO at Music Audience Exchange wrote an article in MediaPost, titled How To Integrate Music Into Cultural Marketing. “When marketers consider cultural nuances in selecting which music and artists to align their brands with, they can drive massive results, because they’re leveraging their own fluency. And as any musician will tell you, that’s how you get an audience to listen” he said. A growing set of data shows music has an outsized influence on multicultural audiences, like Latino and Hispanic communities, because of the large role musicians and music culture plays in their daily lives, according to Nielsen. “Brands that market to multicultural audiences have found music as a key approach to connecting across generations. But multicultural marketers sometimes overlook the many facets differentiating their target audiences, ranging from differing countries of origin to local cultures and experiences. To truly connect, marketers must craft precise messages for specific segments rather than treating the multicultural community as a singular audience” he explained. For Diaz, music is incredibly personal, as evidenced by the unique playlists that increasingly soundtrack our everyday lives. “These cultural differences create vastly different mindsets and backgrounds for various segments of the multicultural market, and they can play out in a variety of ways. For example, some Latinos speak Spanish everywhere, while others only speak it at home, and some don’t speak it at all. Those variations can’t be understood with a broad brush, but they do make sense when you contextualize them by generation, geography, country of origin and a host of other factors.”
