Women in Music 2016

New Revolucion Partnership Expands Latin Music & Marketing Reach

Courtesy Photo
The logo for Revolucion Marketing.

In an effort to expand its reach in music and marketing, Chicago-based Revolución Marketing has partnered with Latin and entertainment marketing executives Andrea Botero, Dania Echeverri and Cebele Marquez.

All three have proven experience in the music and marketing world, with strong ties and connections to the Latin community and Latin brands. Managing partner Botero, who launched Revolución last year, comes from CMN, where she worked with brands like Wrigley’s, Miller Coors and American Airlines. Marquez was the executive director of business development and sponsorship for Billboard, where she helped lead the development and growth of the brand’s Hispanic consumer business for over a decade. And Echeverri was previously at Universal Music Latin Entertainment, where she was instrumental in developing the label’s brand partnerships department.

"With music being a key component of Hispanic life, Revolución identified the need for a specialty agency of this caliber,” says Botero. “We set out to recruit names that we knew and trusted.”

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Launched as the Hispanic arm of Revolution Marketing, Revolución responded to brands’ growing need for Latin-themed marketing, with music as a major passion point.

 The company has already worked with music brands like AEG, Sony Music and Universal Music and with consumer brands like Toyota, Schweppes, Corona Extra and T-Mobile.

Most recently, Revolución produced the “Refresca tu mundo” (Refresh Your World) campaign, pairing up J Balvin with Coors Light. The program included sponsorship of Balvin’s first U.S. tour and behind the scenes of his “Ginza” video, among other actions, and concluded with a private show in New York.