Latin Power Players Behind-The-Scenes: Sony Music #LatinStrong Message

Mary Beth Koeth
From left: Seroussi, Iglesias (whose “Subeme la Radio” was No. 1 on Latin Airplay) and Verde photographed on Oct. 18, 2017 at Ace Studio in Miami.

The initiative unites Enrique Iglesias, Ricky Martin, Jennifer Lopez and more non-profits organizations.

This year has been really though with regards to tragedies around the world. And whenever such a calamity occurs, due to a natural disaster or a human act, Latino artists are always raising their voices to support the victims, being a leading voice for non-profit organizations.

But the artists are not alone -- there is a team that supports them. In fact, beyond the individual support, Sony Music US Latin president Nir Seroussi and his team took their intentions to another level, creating the movement #LatinStrong.

"#LatinStrong was created to support our artists' initiatives and communicate a message of solidarity, unity, and strength. It's about coming together for a greater good and hopefully affecting real positive change," Seroussi tells Billboard.  

Given the natural disasters that affected Mexico, Puerto Rico, the Caribbean and the United States, as well as the mass shooting in Las Vegas, Sony Music Latin realized that they needed to get involved and do something to help. So, the label created a landing page that connects their audience, sponsors, guests and fans to those working in support of the causes. The page includes, for example, Marc Anthony and Jennifer Lopez’s Somos Una Voz, Enrique Iglesias’ Save the Children and Ricky Martin Foundation, among others.

This year, Sony Music Latin also decided that Latin Grammys after-party in Vegas will serve as platform to promote the hashtag, as well as to redirect sponsors to these causes. "In times of need, we are capable of so much more when we join forces to help. There's so much power in numbers," he added.

To see #LatinStrong page click here.