From songs to real life
The success of Camilo and Evaluna's new song is a reflection of a music industry that feeds on real, everyday stories.
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More and more artists are deciding to turn their lives into a marketing strategy. Their songs become a reflection of what happens daily and their lives become major sources of income.
Engagements, pregnancies, family news and more have become a source of inspiration for artists of all musical genres. In the end, they use their personal stories as marketing material for the release of singles.
The most recent case is that of Colombian Camilo and his wife, Evaluna, daughter of Ricardo Montaner. The couple announced the pregnancy of their first baby Indigo with a song of the same name released on Wednesday, Oct. 13.
The couple kept the news a secret for a long time and created a campaign of expectation on social media with short, eye-catching videos accompanying the song's chorus.
"Hello, we are Camilo and Evaluna. And in October there's new music," the two wrote on their Instagram accounts next to a video where they appear testing different music equipment.
While the clip plays, viewers can hear excerpts of what was their new song, with lyrics that talk about the arrival of the love of their life.
"Because he came into my life, the love of my life, I only asked for the one above but with you he went too far," sounds the chorus.
Fans of the couple kept an eye on the release, taking the video to one million plays within the first two hours of its premiere. In the video, viewers can see how Camilo caresses his wife's stomach and cries with joy when Evaluna shows him the positive pregnancy test.
The great news was announced by Evaluna as she sang: "Contigo ya no hay martes 13, prepara el cachete pa' que te lo bese. Y es que lo bueno toma tiempo a veces, yo tuve que esperarte nueve meses."
At the end of the verse, the screen shows Camilo giving her a kiss on the belly, followed by several real scenes of reactions from family members upon hearing the news.
"Índigo" is not the Colombian singer-songwriter's first song about his life as a couple. In "Medialuna," he tells the story of his courtship with Evaluna and it has 45 million views. "Por primera vez" narrates his marriage (428 million views), "Favorito," his honeymoon (451 million views), and "Vida de rico," the purchase of their first house together (645 million views).
Camilo's marketing strategy, like that of many other contemporary artists, is to be able to make his followers identify with his songs, which are brief accounts of his daily life told through social media.
With the boom of social media and the immediacy of the Internet, artists are increasingly taking advantage of the opportunity to connect with their followers and narrate their day-to-day lives, so they can identify with the stories they tell in their songs.
The good use of digital platforms allows artists to continue to grow with their music and create greater popularity in the medium.
Puerto Rican singer Residente released a song titled under his name, "René," that tells the story of his life as a young boy from Puerto Rico who suffered from hunger and depression in his youth. This song has so far accumulated 200 million views on YouTube.
Another case in the music industry is that of pop superstar Justin Bieber, who dedicated much of his album Purpose to his ex-girlfriend Selena Gomez, especially the song "Love Yourself" (1.6 billion views), which tells how the young woman took advantage of their relationship to achieve a certain status in the music industry, as Bieber tells in his lyrics.
Moving out of music and into the world of fashion, one family that has really learned how to do marketing with their lives are the Kardashian-Jenners. The family, which largely owes its fame to Kim Kardashian, is considered one of the richest in Hollywood and they owe that fame to the fact that they are famous, as Elizabeth Paquette explains in her book The Marketing of Fame.
"Kim is just one example of a celebrity who is 'famous for being famous.' In a sense, her fame works in a loop: she's famous because she's talked about a lot and she's talked about a lot because she's famous, and so on," explains Paquette.
In 2000, Kim Kardashian starred in an amateur pornographic video with her then-boyfriend rapper Ray-J. The video was leaked on the Internet and brought the 20-year-old into the limelight.
After the scandal, Kardashian embraced the fame and in October 2007, along with her sisters, mother and stepfather, premiered their own reality show on E! Entertainment titled Keeping Up with the Kardashians. The series aired for 20 seasons and nine spin-offs, leaving Kim, after 20 seasons, with an accumulated net worth of $1.2 billion.