MetroPCS Names Daddy Yankee Musical Creative Director
Daddy Yankee and MetroPCS jointly announced the reggaeton superstar’s new role as the mobile carrier’s Musical Creative Director at Tuesday’s (April 28) “Art of Creative Partnering” panel at Billboard Latin Music Conference.
In this new role, Yankee will produce the music for the company’s global #IAmMetro ad campaign, the first commercial for which aired in September 2014, featuring Yankee’s English-language track “This is Not a Love Song.”
Under the deal, Yankee also owns all licensing rights to the music he employs in the campaign.
A street-savvy entrepreneur credited with making reggaeton a global phenomenon in 2004 with his hit “Gasolina,” Yankee founded his own label, El Cartel Records, in 1997, establishing a new business model for Latin urban artists. Younger artists such as J Balvin out of Colombia often cite him as an inspiration.
"Daddy Yankee created the urban genre and our clients are urban,” Javier Figueroa of MetroPCS said during the panel.
Yankee, a coach on La Voz Kids with a reach that surpasses 8 million followers on Twitter alone, added, “When I first started out, people weren’t aware that I had the ability to produce music and experiment with different sounds, but that has been a big part of my success. I’m grateful that MetroPCS recognizes that potential in me, just as my fans have over the years.”
Although it is a total-market campaign, Yankee’s involvement with #IAmMetro will inevitably boost the company’s courtship of the coveted Latino demographic. But Yankee says that looking at Latin music as a universal language has been the key to his success worldwide.
“I realized early on that, just because I do Latin music, that doesn’t mean it can’t have a global reach,” added Yankee. “In fact, my biggest tours are in Europe, in cities where they don’t speak Spanish or English.”
He added: “I’ve always been interested in making unpredictable music, music that captivates the world, and you hear that in my songs. I’m excited to be able to apply this in a different way.”
Watch the latest #IAmMetro commercial below: