Rosalía: the queen of Spain (and of marketing)

[jrineakter]

Rosalía is already the new queen of Spain… But she is also a true queen of marketing that every company should learn from.

Is it an exaggeration to say that Rosalía is the new queen of Spain? Maybe. But it could also be that, if we compare the artist's engagement with her fans and that of the Royal Family with ordinary people, the thing begins to seem less like an exaggeration and more like a reality. A reality, however, that Rosalía has achieved by being, fundamentally, a true queen of marketing .

Because it is obvious that, in the era of online metrics, a noble title is of no use if it does not bring you financial gain. We live in a time when every man is a brand and, therefore, is susceptible to becoming a business.

In this respect, any company has a lot to learn from Rosalía Vila Tobella . Born in Barcelona in 1993, the story of this artist has described a true ascending parable that began to gain notoriety when she signed one of the great songs of the summer of 2016 with her ex-partner C. Tangana : “ Antes de Morirme ”. That hit brazil number data was followed by an album, “ Los Ángeles ”, in which she renewed the flamenco that she had practiced until then through the pop path that the producer of that album, Raül Refree , had always billed .

This renewal of flamenco from another genre is precisely what has earned her definitive success with what many have dubbed urban flamenco: a genre in which flamenco and urban music (trap, but also other neighbouring genres) intertwine in an eloquent and stimulating way. The founding album of this genre is, evidently, “ El Mal Querer ” in which Rosalía has shared the production 50% with El Guincho .

That's the story of Rosalía . A story like a thousand others. So, what is it that has made this artist become a worldwide phenomenon overnight? Marketing. And that's why we're going to cover five marketing achievements that Rosalía has mastered and that you should apply to your company.

Find your niche (and exploit it)
No one had ever done before what Rosalía has done in “ El Mal Querer ”. And that’s it. That’s undeniable: the artist has found a totally unique sound that, furthermore, couldn’t be more timely here and now. Urban music is creating new mass phenomena all over the world, and Rosalía has managed to take that urban music and do something that could only be done in our country.

How? By adding flamenco identity. The sound of “ El Mal Querer ” could not have been born in London or New York, nor in St. Petersburg or Mexico City. That is why it is such an exportable sound: because, in a global world like ours, what is unique and original sells for a lot. And if it has a regional accent, even better. Are you able to find a niche as eloquent as Rosalía ’s ?

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Offers additional value
The most interesting thing about “ El Mal Querer ” is that it is not just an album: it is much more. The album release was accompanied by a carefully prepared live performance, a special edition of the album (with a deck of Tarot cards) and, above all, a striking and seductive visual proposal.

The images that illustrate each of the songs on the album have become an icon of our time, and the music videos have been instrumental in defining Rosalía 's imagery . An imagery made up of tracksuits, frilly ruffles, clappers, truck drivers, Nazarenes on skateboards and girls with capes bullfighting on motorcycles... Whatever the case, all of this is added value to a product, the album itself, that would not have been so successful if it weren't for all this extra packaging.

Surround yourself with the best
Among Rosalía 's stellar collaborations in recent months are the artist Filip Custic (who was in charge of the illustrations and art for “ El Mal Querer ”), Manson (a subdivision of the production company CANADA that was in charge of the music videos for “ Malamente ” and “ Pienso en tu Mirá ”) and Charm La'Donna (responsible for the fascinating choreographies of the artist and her dancers).

What should you learn from this? That a single person can be absolutely brilliant… But, if he or she surrounds himself or herself with other equally brilliant people (each in his or her own field), that is when everyone's work will be sublime and translate into incontestable success.

Plan your strategy
It is obvious that Rosalía ’s strategy could not have been better planned. The single “ Malamente ” was released just a few weeks before Rosalía ’s live performance at the Sónar 2019 festival , which is precisely the moment when the legend of “ El Mal Querer ” began to take shape.