Karol G Latina Foreva Collection
The challenge
01
In the United States, many Latinos have started to hide their pride in their heritage and even their identity out of fear of backlash and possible deportation.
The solution
02
Bichota Records is more than a music platform, and exists to express Latin culture, pride and community through Karol G’s voice. We wanted to build on this to encourage fans to embrace their pride and bring the vibrancy of these communities even more into Bichoata Records’ on-site activation in an unexpected way.
Community co-creation that lit a spark
We launched an open call on social media inviting Latino-owned businesses to create the most “Latin” merch, inspired by their cultures and colors. We selected 37 of the strongest submissions for the collection, giving creators visibility, credit and economic opportunity in collaborating with them to produce the collection. We transformed a space at Coachella into a Latin flea market. Instead of a conventional merch stand, the collection launched through a flea market activation inside one of the world’s biggest music events.
The impact
03
More than merch
The campaign generated $300K for participating Latin creators, 11M views across owned and content creator social channels and 2.7B reach across user generated content and earned media. The work turned fandom into participation, visibility into opportunity, and a music moment into a platform for Latino community ownership.
