It’s about El Pulso and Colombian rapper Karol G is feeling it.
She faces the camera in a multicolored pastel jacket, big hoop earrings and gives her opinion on Latin music’s global appeal. Karol G joins her contemporaries such as Bad Bunny, Leslie Grace and Sebastian Yatra in a 60-second trailer that introduces Pandora’s new station, El Pulso.
“Right now Latin music is in the eye of the world,” Karol G, a 2018 Billboard Latin Music Awards finalist, says in the video. “I believe Latin music has achieved an important status and we are doing big and interesting things.”
As part of El Pulso’s launch today (April 12), Pandora invited the new generation of voices to check out the new station’s playlists. The exclusive trailer also includes Mau y Ricky, Bryant Meyers, Messiah, Jhay Cortez, COASTCITY, Spiff TV and Justin Quiles. Watch below.
“El Pulso focuses on Latin listeners from coast to coast, offering them music that’s fresh and hyper relevant by tapping into the contemporary Latin genres which span a multitude of diverse and rich cultures,” said Marcos Juarez, head of Latin music programming, Pandora. “Pandora is the leader of Latin music streaming in the U.S., and our DNA is rooted in personalized discovery.”
The success of “Despacito” shifted the Latin music scene as the song broke major global records in 2017 and became a phenomenon. It also put Latin urban music front and center as reggaeton reached many music fans around the world.
“While we are presenting some of the most relevant and requested contemporary Latin artists,” Juarez said, adding, “we are also seeking to foster discovery for new talent, with a cohesive thread centered in a pop aesthetic that ties the listening experience together.”
Pandora CEO Roger Lynch will make his Billboard Latin Music Conference debut in Las Vegas on April 25 and will lead a talk around “Streaming for the Latin Fan.”
Part of Billboard’s Latin Music Week, Lynch will present topics around drive-growth, on-demand streaming services, the new El Pulso destination and the impact of more than 16 million Hispanics in the U.S.
This year Billboard Latin Music Week takes place at The Venetian in Las Vegas for the first time. Exclusive Q&A sessions include Bad Bunny, Maluma and major recording acts in regional Mexican music, among other genres. For more information and registration, visit www.billboardevents.com/event/billboard-latin-music-week-2018/