Natalie PerezHer original Argentine fans were familiar with her face before falling in love with her music. Known for his work on stage and in the popular telenovelas since the age of 12, Perez, now 34, showed the world his talent as a recording artist with his 2017 hit. “There is something. With a sound that combines elements of the Latin genres Cambia, Folklore, Baladas, Rumba and Reggaeton with Pop, he has a monthly audience of over 600,000 in South America and Spotify. To increase her already significant audience, Natalie and her team Believe me Has used several Spotify tools, including Discovery Mode and Canvas, as part of its roll-out strategy for its unique personal brand.
While her on-screen fame has drawn people to her, it’s Natalie’s off-camera authenticity that has made them a dedicated fan. Known for being open and relatable to her music and social media, she has built a fanbase that follows her because she is always real – never scripted or fictional. When it came time to create a sophomore album that would solidify his reputation as an artist, he sought inspiration. “The idea behind it Detox I came after writing the first song, “he says.” I had already written 11 songs, and I wanted to write more, so we went to Mexico. [to work] And there, the journey of the album begins. When I returned to Buenos Aires from Mexico, I came back with five new songs. When he sat down with what he had written and recorded, he noticed a throwline in the material. These were the songs to clear the catharsis from his soul and the healing process – an emotional detox, hence the title of the project.
With the idea behind the project, Natalie, her manager, and her team instructed them to expand the Believe theme and market the album. “The first thing I wanted to achieve was to remove the labels [of “actress-turned-singer”] And then invite people to do the same, ”explains Nacho Santagata, head of artist distribution – Cono Sur et Believe.
Pillars of propaganda all around Detox Natalie’s music had versatility, authenticity and relativity. With its strong social media presence (2.7 million followers) Instagram) And the strategic use of Spotify for artists’ tools Canvas, Artist selection, And Discovery mode, Faithful began her journey in faith to bring her message and her music to her fans. Natalie’s Sophomore album, Detox, Two years after the release of his debut album, came out in November 2020, A linden tea, please. Natalie and her team use canvas to simultaneously create experiences around them Detox While celebrating the second anniversary of her debut album. For Detox They take a literal approach, creating animated juice bottle images for each song as if the tracks are part of a juice cleaner.
Natalie Perez has included Canvas to celebrate her latest release and create a new experience for her previous album.
“[We asked fans] Do you need to detox now? Anna Cordoba, Faith Editorial and Marketing Partnership Manager says – South cone. “A toxic relationship? You have a separate bottle for each song and people are really involved with it on Instagram. [saying things like] ‘I need to detox about this friendship, which is bad for me.’ And for the anniversary of his album, A linden tea, please, Natalie and her team have updated the canvas for the original tracks to refresh the album listening experience for fans.
Later, Natalie’s team debuted on her Spotify profile using the Artist Peak tool. Detox The album artwork is Natalie curated by setting it as the cover of a playlist. As C করrdoba explained, “[Natalie] There are always Easter eggs for people to play with. Even if you follow him because of his show on Netflix [“Almost Happy”] And you stumble upon Instagram, you realize he sang and have a profile on Spotify. So he likes to use this funny way so that people can find him and let people listen to him [music on Spotify]. ”Over the past six months, his canvases have received more than 2 million impressions on Instagram via direct shares from Spotify.
With Artist Selection, each artist can pin a track, album, or playlist to their artist profile – whatever they like, and add their own personal message, like Natalie Perez.
After winning the charts of Argentina and Latin America, the next challenge was to reach new fans outside of his home market and bring his eclectic sound to North America. Discovery mode was the tool for the job. Spotify for Artists’ latest innovation allows artist groups to select music that they want to prioritize in our algorithmic recommendations to help find new listeners who will enjoy their music on autoplay and radio. Natalie’s team in Beleve launched Discovery Mode for its 33 tracks last December, a month after its initial release. Detox Prolonging the release moment for the album and helping to introduce the music to new audiences. The best performing tracks in Discovery Mode were off his previous album, A linden tea, please. “I love you nothing more, “A unit that leads to liberation Detox, Released in March 2020, gets a second life when Discovery Mode helps bring it to new audiences who have opted for similar songs.
Within the track, Natalie Perez’s team launched Discovery Mode for more than three months, performing extremely well, and helping Natalie increase her daily hearing by 5 %% in the US and Mexico across Spotify. Encouraged by an overall marketing strategy that includes refreshed canvases, an innovative use of artist selection and Discovery mode, Natalie has grown 26% among new audiences across all markets. Track-by-track level reporting of his content in Discovery mode provides information for his team as to which tracks are resonating particularly well with his fans: his one-day fans and his new fans who are joining the ride. This detailed level of reporting helps Natalie’s team determine when to turn Discovery Mode on or off for a particular track.
Talking about its success Detox, Natalie’s team points out three main things: “First, she has a toolkit and Spotify is really important to her. [Second,] For Detox, He was an international lyricist … and the third one was the key word to be authentic and let his words speak his mind [for her]. People see that whenever he does or says his personality and you get what you see, ”Santagata explains. Spotify Tools is critical of Natalie’s marketing strategy: her team doesn’t like to run ads on third-party social platforms because they “like to reinvest in her music.”
Speaking of the powerful, equal nature of Discovery Mode as a whole, Denis Ladegaleri, CEO of Believe, shared, “The democratic power of Discovery Mode will enable a larger community of artists to enhance their music. This is helping artists cross borders, especially in areas where historians have historically not had equal access to the global music industry stage. And, in this preliminary experiment, we are already witnessing how Discovery Mode is helping talented believing artists around the world like Natalie Perez of Argentina find their next fan. Spotify is the creation of tools and resources that ensure that success is no longer limited to a select few.
Natalie and her team have revealed how powerful they feel through the results of their Discovery Mode campaign. “First of all, I’m really grateful for the opportunity to reach new friends and fans through the tools, not just through the people working behind the team and Spotify,” says Natalie. “There is a possibility of having a tool like this [Discovery Mode] To achieve these results, it is really amazing. ”