ESPN Gives MLB Latin 'Swing' With Alexis & Fido Theme Song
If you tune into ESPN to watch Major League Baseball this season, chances are you’ll get to hear “It Don’t Mean a Thing (If It Ain’t Got That Swing),” in Spanish.
Dubbed “Si No Tiene El Swing,” the new version was recorded by reggaetón duo Alexs & Fido, and features vocals by up-and-coming singer Eli Jas. It was produced exclusively for ESPN and will be incorporated into ESPN’s cross-platform MLB game and studio coverage, including bumpers, teases and montages across all of ESPN’s baseball programming on all platforms worldwide. It will include programs in Spanish, like ESPN Deportes, as well as in English, like Baseball Tonight.
While this isn’t the first time ESPN tapped into a Latin act to use music in Spanish, it may be the first time it’s done on this scale, says ESPN music director Kevin Wilson.
“We do a good job of choosing music whether in English or Spanish that lyrically connects to the network and to the sport,” says Wilson. “As long as people know the message of the lyrics [it] works.”
In fact, the use of Latin music at ESPN has increased exponentially in the last couple of years. “Reaching our Hispanic fans became much more of a priority for the network,” says Wilson.
The use reflects the reality of the market. According to Major League Baseball’s site for last season, reggaeton is the third most-used genre for walk-up songs (only behind hip hop and rock). Additionally, Pitbull, Daddy Yankee and Nicky Jam are among the top 10 most-used artists by players.
Alexis & Fido, who perform an uptempo brand of reggaeton, have already seen their music used in cross-cultural campaigns. In 2014, they were part of a TV spot for Sol Replic Deck for Radio Shack that also featured Lil’ Jon and Steve Aoki.
“It’s been a wonderful process,” says Wilson. “We had the idea to create a reggaeton version of the classic record ‘It Don’t Mean A Thing.’ We contacted the guys and they were totally down to do it since they are big MLB fans.”
“Si no tiene el swing” is available via Alexis & Fido’s app.