#Musicaencasa is live every day at 3 p.m. EST
Literally at the tail end of the continent, Argentina may have shut down its borders but not its music.
Since last week, Universal Music Argentina and GTS, its management and live concert division launched an initiative called #Musicaencasa (MusicInYourHouse). Every day at 4 p.m. Argentina time (3 p.m. EST) one of its acts does a livestream on Instagram, Facebook or Youtube, during which they chat fans and perform or play music. During the session, they promote the artist or artists slated for the next day.
"What's interesting is, two of our divisions got together to do this, and the artists are all cross promoting each other," Luis Estrada, the newly appointed president of Universal Music Southern Cone.