Joining the campaign is Colombian pop/rock star Juanes, who became a household name in the early 2000s with hits such as “A Dios Le Pido,” “Es Por Ti,” and “La Camisa Negra.” Juanes is at the helm of Guitar Center’s first Spanish-language ad spot for digital broadcast expected to run in the upcoming weeks. This also marks the first time a Latin artist is featured on a Guitar Center campaign since Chicano Batman in 2018.
“The overall goal of the campaign is to inspire people to play, to enjoy the process of making music and find personal gratification in that effort,” says D’Addario, stating that Juanes was the perfect Latin artist to join the campaign. “We wanted to highlight a combination of legendary artists, innovative producers, and rising musicians to share their personal stories as to why they make music.”
In the 30-second ad, first released in English and exclusively on Billboard, the award-winning artist talks about his musical journey and how it traces back to his father listening to Argentine and Colombian folk music. “Music for me is like a cure for my soul,” he says. “I make music to connect with people.” He's also seen performing an acoustic version of his single “Más Futuro Que Pasado.”
Spreading holiday cheer and celebrating every genre, the campaign hopes to inspire people to turn to music and instruments during these trying times. “We’ve seen an uptick in guitar sales as they have more than doubled during the pandemic,” says D’Addario, despite The New York Times reporting in October that the music retailer chain could potentially file for bankruptcy. “We expect guitar sales to continue trending positively in 2021. We are also seeing growth in home recording, keyboards, and electric drums.”
The “Make Music” campaign features a series of 25 artist videos released on GuitarCenter.com and its YouTube channel. Music aficionados are encouraged to join the conversation using the hashtag #WhyWeMakeMusic.
Watch an exclusive first look at Juanes “Make Music” spot below: