Sony Announces Global Creative Partnership With Nicky Jam: Exclusive

Nicci Keller
Nicky Jam x Sony Music

Latin music star Nicky Jam has launched a year-long partnership with Sony Video & Sounds Products that may be unprecedented in scope for a Latin acts. The multi-layered, com-promotional partnership will highlight Nicky Jam and his music, coupled with a wide range of “cutting edge” Sony products, with a focus on consumer audio technology products.

As part of the partnership, Sony filmed a broad range of content -- including interviews, docu-videos and pseudo music videos -- that will live on Sony’s official website in nearly 100 countries in Europe, the Middle East, Asia, Africa, the United States, Canada and Latin America, plus on Nicky Jam’s official YouTube channel, which has over 10 million subscribers. Content will be translated to local languages.

A first video filmed in London features Nicky Jam talking about the importance of fighting for dreams, and highlights Sony’s exclusive Extra Bass technology and products.

In addition to the original content that will be rolled out through the year, “El amante” and “Hasta el amancer,” from Nicky Jam’s new album Fenix, will be heard in all of Sony’s points of sale in thousands of retail stores in North and South America. Fenix debuted at No. 1 on Billboard's Top Latin Albums chart this year.

All Sony-owned retailers in Latin America, plus some 250 partner retailers, will also feature prominent point of purchase marketing materials.

“We are humbled to have the opportunity to collaborate with music industry pioneer Nicky Jam,” said Noritaka Sawamura, senior general manager of branding and product planning, Sony Video & Sound Products, based in Tokyo. “Here at Sony, we are always working on discovering new ways to inspire through music. With the help of Nicky Jam, we hope to reach new music lovers and guide them to enjoy their passions to the fullest.”