April 28, 2017
Target took guests on a whirlwind musical journey during last night’s Billboard Latin American Music Awards with the debut of our latest marketing campaign. Set to a remix of the classic Latin hit “Oye Como Va” by Tito Puente, Venezuelan music influencer José Luis Pardo, aka DJ Afro, put his own spin on the commercial’s beats to highlight the diversity of music and dance through four memorable moments. In the spot, you’ll see Cumbia at a backyard BBQ, Bachata for a big night out, Reggaeton at a local block party and Salsa over Sunday brunch.
But the colorful styles, beauty looks and backdrops? That’s all TargetStyle.
“Target’s latest campaign celebrates the diversity of our guests and their traditions through music and dance,” said Rick Gomez, executive vice president and chief marketing officer at Target. “We were honored to partner with DJ Afro, who helped bring this work to life in a way that’s fun and engaging, highlighting the role music plays in personal expression and bringing people together."
In case you missed it, take a peek at the spot below and hear what DJ Afro has to say about participating in Target’s new campaign!
Tell us more about the genres you remixed for “Oye Como Va.”
Salsa has always been my love and passion. I just love its drive and its melodic ways.
I have also been blown away by the idea that Bachata is considered “up-tempo” as I always say it is more of a romantic style, especially when it was called "amargue” (the original term used to name the genre, which can be translated to “bitterness,” "bitter music" or "blues music").
Cumbia is one of the only styles that is common in every Latin country. Each country has a version of it: Argentina, Colombia, México, Venezuela...they all go crazy when that guira (a percussion instrument commonly used in Cumbia music) starts scratching.
Reggaeton? I don't think the Hip Hop world saw it coming. I remember visiting Panama when El General (an artist considered to be one of the fathers of Reggaeton) was blowing up, and everyone thought it was going to be a temporary trend. But forget it—Reggaeton is here for the long run.
How did it feel to collaborate with Target for this campaign?
I was honored to be considered for this campaign. As a musician and DJ, I have always been fascinated by the fact that you can't tag all Latinos under just one style of music. Throughout my years of touring in Latin America, I was always impressed with the idea that some styles didn't work in some countries and some did, while in other places it would be the exact opposite. It was always a thing I’d explain to my colleagues that go to Latin American countries for the first time. Mexicans don't dance to the same music that Colombians do, and Argentineans don't act the same on the dance floor as Venezuelans, and so on. I think this spot captures that idea by remixing the same song in four different styles. Also, the fact that we used a classic Latin song like "Oye Como Va" is just beautiful.
Why is the Billboard Latin Music Awards such a perfect place to showcase this campaign?
Somehow the Billboard Latin Music Awards feels a little less mainstream to me. I’m not sure why, but I usually see artists there first, before they appear on any other award show. Billboard has managed to keep their antennas open to what's happening on the streets, so most of us in the industry are watching that night.
How has Latin dance and music played a role in your life and career?
Everything I have in my life I owe to dance music. I grew up listening to Disco, Salsa, Mambo, Cumbia, etc. It was something so naturally integrated into my life; it was a universal language to fit in, a way to spend time with family at parties, a way to find a girlfriend, to make it thru every celebration. My challenge as a musician was always to incorporate dance elements from all over the world into my music. I think that part of my band's (Los Amigos Invisibles) widespread success was that we could go from an Afro beat to Merengue to Disco house to a Salsa beat and nobody would stop dancing until the lights went on. Nobody ever cared about where it was from. It made no difference; it was all dance music.
Click here to read this story in Spanish.
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