Warner/Chappell Latin America has partnered with E! and Coca-Cola to produce a music-themed teen series that will air throughout Latin America beginning in the end of November.
“Wake Up With No Make Up!” will be shown online on Coca-Cola TV and broadcast region-wide on E!.
The series is unique in that — in a bold move — Warner/Chappell initially financed it. The publisher invested in the pilot and then shopped it around to different channels in the region. And although not every song used in the series is a Warner/Chappell song, the company remains a partner in the series and possible derivatives, like a tour.
“The fact that E!, Coca-Cola and Warner/Chappell — three leading brands in their business — have joined to create this show is unprecedented in the region,” says Sergio Pizzolante, executive VP/GM of E! Networks Latin America.
Plus, adds Pizzolante, “Wake Up” will be the first scripted series that airs on E! Networks in Latin America. The series will consist of 13 half-hour chapters telling the story of a group of friends who form a band to save a family property.
The idea for the series was conceived by Argentine music veterans Sebastián Mellino — a producer and director who’s worked in such music reality shows as “Latin American Idol” and “Operación Triunfo” — and Darta Sarmiento, a producer who’s worked with acts like Soda Stereo, Los Auténticos Decadentes, Diego Torres and Marc Anthony.
The pair took the idea to Gustavo Menéndez, regional managing director for Warner/Chappell Latin America, who embraced the project. In turn, he took it to E! and Coca-Cola. “In an entertainment world that is always evolving, our idea is to constantly create new avenues to maximize our catalog and at the same time create opportunities for new talents,” Menéndez says.
Although the cast of “Wake Up” is mostly new talent — much of it from Mellino’s music academy — the tracks used in the series include Lady Gaga, David Guetta, Amaral, Calle 13, Luis Fonsi and Maná. The show was shot in Buenos Aires and will air throughout Latin America, with more than 30 countries already expressing interest in the show.
“Coca-Cola has historically placed its bets on music in its commercials, its concerts, its live experiences and now, producing this series for young viewers,” says Marta Fontcuberta, director of integrated marketing communication for Coca-Cola Latin America. “With this historic partnership, we’re sure we’ll continue to connect with youth in the region through happiness, unity, music and movement.”