Sony Music Latin moves to the digital beat

Stephen Whiteside

Record labels always have aimed to be at the cutting edge of the latest musical trends. The challenge for marketers like Sony Music Latin is even more complicated today, as they must also be digital pioneers in order to survive at a time of unprecedented disruption.

"This business used to be easier," Juan Paz, senior director/digital strategy and marketing at Sony Music Latin, admitted at the Festival of Media Latin America 2015 in Miami. "We used to have an audience that was very passive; very static. They were getting a lot of information and consuming information."

Juan Paz

If radio, television and print previously formed the classic marketing combination for music's tastemakers, their present-day activities necessarily involve everything from streaming services such as Spotify and Apple Music to video platforms including YouTube and Vevo and ecommerce sites like Amazon and iTunes.