¿Marketing detrás de “DTMF” álbum de Bad Bunny?  - Erickson Duverge

Summary

In this interview, Ericsson Duberg delves into the marketing strategies behind Bad Bunny's latest album, which has taken the world by storm. From clever use of TikTok trends to subtle hints about the album's content, Bad Bunny has built anticipation in an innovative way. The conversation highlights how his strategies reflect his deep connection with Puerto Rican culture, his unique approach to content creation, and his rise as a global icon. The discussion also touches on his influence on social media, his commitment to his roots, and his upcoming performances, including a monumental residency in Puerto Rico.

Takeaways

• 😀 Bad Bunny’s marketing strategy for his latest album is a combination of creative digital content and deep cultural connection with Puerto Rico.
• 😀 He built hype around his album release by engaging fans through social media clues and influencer collaborations, including with Jessica Judit who tracked album locations.
• 😀 His pre-launch activity included visits to other artists' concerts, using a camera as a visual clue, and posting cryptic messages that hinted at the album's content.
• 😀 Bad Bunny teased his album's direction with a short film that explored Puerto Rican cultural themes, such as gentrification, before the official release.
• 😀 Instead of using international platforms, Bad Bunny focused his marketing efforts on local Puerto Rican media, including radio stations and influencers.
• 😀 His album’s release featured a surprise party in Cayey, Puerto Rico, and a residency announcement with 21 dates in Puerto Rico, exclusively for local residents at first.
• 😀 Bad Bunny’s album emphasizes Puerto Rican identity and activism, with themes of cultural pride and a focus on preserving Puerto Rican heritage.
• 😀 The marketing strategy relied heavily on anticipation and surprise, including unannounced releases and shifting timelines to keep fans engaged.
• 😀 Bad Bunny’s use of social media platforms has been crucial, with his follower count growing significantly, reaching 75-80 million in just months.
• 😀 He leveraged his celebrity status to benefit local businesses, creating partnerships with hotels to boost tourism for his Puerto Rican residency concerts.

Q & A

What has been the key marketing strategy behind Bad Bunny's latest album?

Bad Bunny's marketing strategy has involved a multi-step process, including teaser posts on social media, collaboration with influencers, and creating anticipation with cryptic messages. His album launch was marked by viral trends on TikTok and a short film documenting cultural aspects of Puerto Rico.

How did Bad Bunny use TikTok to promote his album?

Bad Bunny used TikTok by creating viral trends, such as the 'How to work with Bad Bunny' challenge, and collaborating with influencers like Jessica Judit, who tracked locations related to his album's tracklist, boosting engagement and anticipation.

What was the significance of the short film released on January 2nd?

The short film released on January 2nd was crucial in setting the tone for the album, offering a cultural commentary on Puerto Rican gentrification. It featured some of the upcoming songs and served as a prelude to the album's thematic focus on Puerto Rican identity.

What unique approach did Bad Bunny take for his concert announcement?

Instead of announcing his concert on international channels, Bad Bunny focused on local Puerto Rican press and media outlets, including a radio station focused on salsa music, making the announcement more intimate and culturally grounded.

How did Bad Bunny’s album reflect his Puerto Rican roots?

The album emphasized Puerto Rican culture, with genres like bomba and plena, and featured collaborations with local artists and producers. It also included visuals and songs that narrate Puerto Rican history and identity.

What was the significance of Bad Bunny’s collaboration with influencers like Jessica Judit?

Jessica Judit's collaboration helped to track hidden locations related to the album's tracklist, creating a sense of discovery and excitement around Bad Bunny's new music. Her viral video brought widespread attention to the album's theme and boosted engagement.

Why did Bad Bunny decide to do a residency in Puerto Rico instead of a world tour?

Bad Bunny chose a residency in Puerto Rico to focus on his cultural connection with the island, allowing him to stay close to his roots. It also created a unique opportunity for local fans, with 9 of the initial 21 concert dates reserved for Puerto Rican residents.

How did Bad Bunny use the concept of 'expectation' in his album rollout?

Bad Bunny carefully built anticipation by delaying the album's release and using teasers like mysterious location posts and influencer-driven content. He also used cultural references and his involvement in local politics to further engage fans and media.

What role did Bad Bunny's public image and personal experiences play in his marketing strategy?

Bad Bunny's public image as a Puerto Rican icon and his involvement in the local political scene were key to his album's narrative. His personal experiences, including his stance on Puerto Rican identity and gentrification, were woven into the marketing, making the album both a musical and cultural statement.

How did Bad Bunny use social media and traditional media to promote his music?

Bad Bunny effectively combined social media platforms like TikTok for viral campaigns with traditional media such as local radio stations and press, creating a comprehensive marketing plan that bridged both digital and traditional methods to engage his audience.