Latin media and press relations company The 3 Collective — whose client list includes Juanes, Gloria Trevi, Marco Antonio Solís and Jesse & Joy, among many others — turned 10 years old Thursday (Jan. 24). Originally founded by Monica Escobar, Darío Molina and Julio Trejo, the Los Angeles-based firm is now helmed by Escobar and Molina, who have used their West Coast base and bicultural ability to advocate for Latin music and artists in both Spanish and English speaking worlds with a single focus: “Our expertise is the Hispanic market,” says Molina.
On the eve of their anniversary party, Billboard spoke with Escobar about her decade milestone and plans for the future.
What sets your company aside?
Being in the West Coast is an asset, because sometimes Miami feels crowded [in the Latin space]. We’re also a team of six and we can grow in different events, guaranteeing you can always have a one-on-one experience at every event. No one feels less important. Our approach has always been that we have expertise in the Latin market. I have more than 18 years experience and after working at a label [Universal Music Latino], I understand both sides of an artist’s career.
What should artists and managers understand about publicists and PR service?
That PR is an investment, not an expense. That is the biggest challenge. I get artists who don’t even have a label deal and, yet, I can offer them something.
What can you offer an unknown, for example?
In the Hispanic market I can position them so they’re in the industry’s eye. If someone comes to me with three songs, no manager and no video and I love the music, I can guide them. I can introduce them to managers. And we can formulate a media plan.
You’ve worked with many, artists through the years, including Fonseca, Wisin, CNCO, Pitbull, Reik, Fifth Harmony and Becky G to name just a few. Give me an example of a campaign you ’re particularly proud of?
The work we did with Becky G for four years, developing her career, encouraging her to speak Spanish. [Developing her Latin side] has been a great tool for her and I’m very proud of the work we did as an agency. Another project we’re very proud of is La Santa Cecilia. They were an unknown band from Los Angeles when we started working with them. We loved their unique sound and based on that we developed a campaign that helped make them an important artist with multiple Latin Grammy and Grammy nominations and a Grammy win.
Can you give me an example of a big challenge you overcame with one of your projects?
When we started with La Santa Cecilia we started with very basic local outlets. Our big goal was to have them in the Los Angeles Times and after two years they were on the cover of the entertainment section. Another major challenge has been to reposition Gloria Trevi in the public eye. We are very proud of having helped her find a new fan base that appreciates her and her music. The day we realized we had accomplished something bigger than our dreams was the day she told her comeback story after so many legal problems during the Latin American Music Awards. The feedback we got from fans and industry surpassed all our dreams.
What’s next for The 3 Collective?
We have a division devoted to sports and we want to expand there. And we would like to work our current roster, including Juanes, Marco Antonio Solís, Jesse & Joy and Gloria Trevi in many territories and become a truly global agency.