Universal Music Latin Entertainment president Victor Gonzalez sat down at the Billboard Latin Music Conference to talk about UMLE act Belanova’s partnership with Coca-Cola in the build up to this summer’s Olympics in London.
The band will be singing the Olympic anthem as part of Coca-Cola’s branding and promotional efforts beginning in May. Belanova adapted and produced their version of the song, titled “Move To The Beat” ( originally written by Mark Ronson), and also recorded a video, which Coca-Cola will be using in targeted ad and promotional campaigns across television and radio. UMLE and Coca-Cola also have eight different proposals targeting different areas with different activities, mostly centered on invitation-only performances by Belanova.
“We know how the business can be developed through a song, through a relationship,” said Gonzalez. “That’s something that is unique, because you don’t have it very often.”
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