HBO Max execs, Farruko, and Loud and Live producer Edgar Martinez discussed how HBOMax delivers content to fans across the US and Latin America. ad Watch more from the BillboardLatinWeek panel:
“I was the one who asked Sony, ‘Look I'd love to do this special with HBO. I believe I have the capacity to do it and I'd be the first Urbano artist to take part in the special,’” said Farruko, who garnered a huge applause every time he spoke. “Basically what I did was a trip through my childhood and picked the songs that motivated me since I was a kid. Not just in reggaeton, but in all genres.
A sizzle reel highlighting some of the 50+ artists who are featured on the platform proved how, as Vargas said, Pa’lante is all about “programming that penetrates.” Previous wins included Pedro Capo’s 2017, which aired around the 2020 Super Bowl and recently the documentary, which the platform celebrated by creating a hologram of the star for an immersive experience.
Martinez said his company’s music relationship with HBO dates back to 2016 . And while Cohen admitted HBO Max/HBO can’t take onpitch, she did add that they need to keep a “steady flow” of acquisitions coming -- and seem to be on track to do just that.As Vargas said: “That’s [our] goal: to make parties.”
“Latinos are predominantly looking for music,” added Martinez of the surplus of music programming available on HBO Max/HBO. “Latin music is trending -- and we’re here to stay.”
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