Latin America "Trigger" Cities

In Part 3 of the music "trigger cities" mini-series, we explore the music tastes of Mexico City, São Paulo, Buenos Aires, Rio de Janiero, Bogotá, Lima and @chartmetric #chartmetric #musicbusiness #data #latinamerica

  • Highlights  
    • In Part 3 of the music "trigger cities" mini-series, we explore the music tastes of Mexico City, São Paulo, Buenos Aires, Rio de Janiero, Bogotá, Lima and Santiago.
  • Mission   
    • Good morning, it’s Jason here at Chartmetric with your 3-minute Data Dump where we upload charts, artists and playlists into your brain so you can stay up on the latest in the music data world.
    • We’re on the socials at “chartmetric”, that’s Chartmetric, no “S ”- follow us on Instagram, Twitter, Facebook or LinkedIn, and talk to us! We’d love to hear from you.
  • Date
    • This is your Data Dump for Wednesday, July 17th, 2019.
  • Latin America "Trigger" Cities
    • In case you missed them, we have been working on a written mini-series called “trigger cities”, it’s a concept that Chartmetric’s Partner and Advisor, Chaz Jenkins, an international marketing guru coined many years ago.
    • It’s the idea that in the streaming environment, our algorithms on YouTube, Spotify and all platforms are connected with the tastes of huge cities around the world who also love the same apps.
    • Lauv, the uber-successful independent artist first saw playlist success with his 2017 hit “I Like Me Better” in Southeast Asia! not Asian, but SE Asians adore great pop love songs.
    • Reggaeton from the likes of huge superstars like Colombia’s J Balvin and Puerto Rico’s Bad Bunny are now on top playlists like Spotify’s Today’s Top Hits, a primarily English-language playlist...but their come-up was based on Latin American listeners supporting them more than any other region.
    • So in the interest of knowing what the local markets are like, we wrote about  seven different metropolitan areas in Latin America: Mexico City, São Paulo, Buenos Aires, Rio de Janiero, Bogotá, Lima and Santiago.
    • Five speak Spanish, two speak Brazilian Portuguese, and all love the YouTube.
    • It’s a known fact that Latin America turns to the Google platform more than anything else to listen to music, and the numbers are quite impressive: 
      • Bogotá, despite having less than half (10.7M) of Mexico City’s population, took the #1 spot in YouTube views in one week last month with 26.5M views across 1.6M+ artists. The Mexican capital, however, was not far behind with 24.8M, and the two cities seem to be leading YouTube’s consumption in the region, with Lima a distant #3 with 17.1M views.
    • On Spotify, Mexico City-as Spotify’s proclaimed “World’s Music-Streaming Mecca”-took the top spot in the same week with 2.3B non-unique monthly listeners (and this is admittedly odd metric, check the show notes for a link to the explanation), far outstripping Santiago in the #2 spot with 1.5B non-unique monthly listeners (MLs).
    • When it comes to genres, we compiled genre tags on Shazam chart occurrences in these seven cities and found what sounds each city was most curious about when they flipped out their phones.
      • “Urbano latino”-which is primarily reggaeton and Latin trap and the most popular in Santiago, Lima and Bogotá-didn’t show up at all in Brazil, with Brazilian-native genres such as “Sertanejo” (Brazilian country music) asserting their unique identity in the region, with Pop/Rock/Dance all showing strongly in the past month for both cities.
        • This is contrary to the idea that all of Latin America loves reggaeton...just not true.
    • On Instagram, who do you think are the ten most followed artists in the region?
      • Well there’s Selena Gomez, Justin Bieber, Ariana Grande and Beyoncé…
      • ...there’s also Maluma and Daddy Yankee...
      • But do you know pop queen Anitta, local icon Ivete Sangalo, comedian-entertainer Whindersson Nunes or the Beyoncé-inspired Ludmilla? They’re all Brazilian, showing how much Brazilians love IG, and also how much they love their own country’s artists.
    • So there’s a taste of Part 3 of our trigger cities mini-series, please do check it out on Medium or LinkedIn and let us know what you think! If you’re into Southeast Asia, we wrote about that too (Medium or LinkedIn). 
    • We hope they’re useful insights as you target social media campaigns, forge international collaborations or plan out a tour!
  • That’s it for your Daily Data Dump for Wednesday, July 17th 2019. This is Jason from Chartmetric.
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  • Happy Wednesday, and we’ll see you Friday! 

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