Latin music has become a significant force in the music industry over the past decade, and Rosalia is the top female Latin artist on TikTok worldwide. This genre of music is seen as a social phenomenon, much like hip hop in the 70s. We believe that Latin celebrities such as Rosalia, Bad Bunny, and JBalvin will have a significant impact on politics and the lives of millions, much like Beyoncé and Jay-Z's support for Barack Obama.

To showcase the influence of Latin women in music and position TikTok as the premier platform for music in 2022, we created the Motomami Experience. This event provided exclusive content, music discovery, and a vertical experience, giving fans a first listen of Rosalia's upcoming album through an immersive video direction. This innovative approach created a global record and set TikTok apart from its competitors in a highly competitive music industry.

TikTok brought the most iconic recent latin voice globally onto the app using the Motomami Experience in a LIVE. The idea was to create an experience that only TikTok could offer to music fans, reinforcing our role and relevance within the music industry and to fans. Like the album, the energy will be oscillating between upbeat strong songs (MOTO songs) and heartfelt ballads (MAMI songs). The LIVE opened with a "warm up" Q&A, featuring special guest appearances from her celebrity friends (Pharrell, Pabllo Vittar, etc.). The show was staged at a soundstage with a white, plain ciclorama, recorded fully using mobile phones and featuring camera tricks which required the user to engage playing with the screen position. We achieved an innovative output which was available only on TikTok, one day before her album dropped, giving the users a never seen before show setting a new bar to album launches.

With TikTok's primary audience cohort stemming from ages 17-25, we identified clear entry barriers within the 25+ age threshold and specially in Latin America we have a considerable headroom to grow within this target. Thus, the main target audience of this project, using music and global star album launch context as clear statements, was female/male, user & non-user, 25+ years old.

The music vertical on TikTok is a global priority due to the high user acquisition potential from the aforementioned target audience. This campaign aimed at potentiating the number of positive conversations about our brand/platform, showcase the usefulness of TikTok and video views within the in app latin music ecosystem. By promoting the livestream, gave the industry an inspiration and gave the music fans (users & non-users) an unique opportunity to first listen (and watch!) an unreleased album and a clear reason to interact with music content within the platform.

In January, we kicked off the project to build an innovative format to present Rosalia's new album with a never seen before experience on TikTok.

In early February, the COVID cases started to rise again, so we moved the project to a 100% digital execution.

In March, we shot the content with Rosalia in Spain for the music section and with guests (Pharrell, Camilo, Pabllo Vittar and others) for the "red carpet" section to warm up fans. Everything shot on iPhones. The LIVE was streamed globally on her TikTok channel.

The project generated tons of positive PR and anticipation for the partnership between TikTok and Rosalia.

There were another 3 re-broadcasts globally for fans to be able to watch it in other regions (+70 countries)

In August, the project was nominated for a Latin Grammy

In October, the project was nominated for Grammy and to American Music Awards.

• 100% above our ROI estimated with +4M accumulated unique viewers

• More than 118K comments were posted by users among all broadcasts

• Rosalia's account gained almost 180M video views across content created in partnership with TikTok. Her followers base increased by +1.5M

• Global Apple Store promotion generated 126K increase in downloads

• Media campaign in Latam generated 184M impressions, 7.4M clicks and 38M unique reach

• The LIVE uploaded to YouTube, crediting TikTok, acquired more 7M views on the top to the TikTok views expanding the reach to non-users

• This LIVE set the bar for content made for TikTok. It became the gold standard in production to be used as a model for what artists can achieve creatively, on TikTok moving forward. Shots were authentic to TikTok, using the co-host framing, duet feature, on screen graphics, and other native language

The response for the project was super positive, praising Rosalia's creativity and partnership with TikTok creating a new high bar for artists to launch albums in the TikTok era, and even for artists on TikTok to reinvent themselves when creating at the platform.

The livestream was so successful that Rosalia extended the project concept to her global tour, using the same scenario, style and cameras on her shows.

The project was nominated for a Grammys, Latin Grammys and American Music Awards in the past months.