Vevo, the world’s leading music video network, announces the release of J Balvin’s Official Live Performance of “Que Locura” off his new album Jose. Vevo’s Official Live Performances are the result of close creative collaboration with artists and their teams, resulting in a series of very special exclusive performances. “Que Locura” follows Balvin’s previously released “Suerte” performance.
J Balvin previously worked with Vevo on Official Live Performances of “Azul,”“Negro,”“Rojo” and “Amarillo” off his Colores album. Already a well-known heavy-hitter in the reggaetón scene, the popularity of his Official Live Performances pushed him to become Vevo’s most-viewed artist on their network in 2020 overall (with more than 3 billion views worldwide). Continuing his ascent, Balvin’s recent hits “Qué Más Pues?” and “Poblado”, both made Vevo’s top ten most viewed Latin videos of 2021 so far, as well as his feature on Karol G & Anuel AA’s “Location.”
“It was an amazing experience working with the Vevo team to bring my new album to life visually with the performance and I’m grateful for their continued support following the Colores campaign we did together,” says J Balvin, “This album is very important to me. I felt like I just wanted to make songs that I would want to hear as a music fan, as Jose, not J Balvin.”
While his Colores performances featured a solitary Balvin encased in neon hues, his second set of Official Live Performances showcase a more cinematic feel that pays homage to the communities that keep him centered.
Shot in New York City, “Que Locura” sees Balvin lounging in a black Ferrari as the camera pans out to friends surrounding him. Originally from Medellín, Columbia, Balvin worked closely with Vevo to construct a world as honest and authentic as his music is, centered around a city that has quickly become his second home. A juxtaposition of gritty and polished, flashy yet understated, Balvin makes the city his stage.
“We’re thrilled to have the opportunity to work with J Balvin again and to release his Official Live Performances just in time for LatinX Heritage Month,” says JP Evangelista, SVP, Content, Programming & Marketing, Vevo. “With the popularity of Latin music continuing to thrive, we were thrilled to work with such a collaborative artist that would further amplify the genre. It was important that we gave fans the opportunity to relate to Balvin on a human level, as someone who cares deeply about the concept of community. Approaching the project through the eyes of a fan, rather than through the eyes of an entertainer, helped everyone involved connect deeply with the creative. Balvin’s willingness to be so involved every step of the way made for some stunning videos that we’re excited to show off to his fans.”
With its extensive Latin music catalog, Vevo has become one of the largest Hispanic TV networks, enjoyed by more than 12.7 million Hispanic Americans as Vevo connected TV (CTV) viewers. In order to deliver the latest in Latin music to TV screens across the U.S., over the last two years, Vevo has launched two Latin-focused linear TV channels Vevo Latino and Vevo Reggaeton & Latin Trap on TV platforms, such as Pluto TV and Samsung TV Plus, where these performances will be available to watch.
Vevo’s Latin content in turn provides a valuable opportunity for advertisers, as well. Advertisers can tap into the growing Hispanic American audience segment through the Somos Vevo Ad Solution, which Vevo developed to provide a more nuanced understanding of diverse heritage and traditions within the LatinX community. With Somos Vevo, brands can execute multicultural marketing on Vevo on CTVs and across Vevo’s digital media properties. The Latin genre is flourishing, and the Somos Vevo Ad Solution amplifies an already-booming marketplace even further.
