Overview
A project aimed at boosting Latin music streams by understanding how audiences in the UK discover, engage with, and enjoy Latin music.
Methods
A 3-week digital ethnography where participants shared their music discovery habits using Spotify and other platforms.
Key Insights
- Discovery & Platforms: Word of mouth, YouTube, and Instagram Reels were key discovery tools.
- Identity: Latin music connects with culture and inclusivity, appealing to both Latin and non-Latin audiences, including LGBTQ+ communities.
- Lack of Spaces: A gap exists in dedicated spaces for Latin music enjoyment in the UK.
Impact
Insights informed tailored campaigns, identified potential partnerships, and leveraged data to estimate market size for Latin music in the UK.