The Puerto Rican singer Bad Bunny has released a new album. The songs of “I should have taken more photos”their sixth album, already accompany the publications of thousands of users on TikTok, dominate the reproductions on audio platforms and are played on the radio. And in part it is thanks to a forceful promotional campaign that the artist has been running in recent days and that includes special actions.

The album, released on January 5, is a tribute to the origins of Benito Antonio Martínez Ocasio, the person behind the stage name, since the culture of Puerto Rico. In the songs that the Bad Bunny members mix different musical genres, among them, traditional jíbaro and plena music, representative of the country; as well as salsa, house or reggaeton.

A search on Google Maps

Precisely on this tribute to the Caribbean island is based the storytelling of the promotion strategy of the new album, which has had Puerto Rico as the focus of execution. What’s more, in a first teaser phase, carried out during the last days of December, the singer shared a series of coordinates that turned out to reveal the titles of the songs that make up the disk when entering them in Google Maps.
This has allowed the audience to explore the corners and discover the island.

Bad Bunny’s own social networks have also hosted the first communication actions, where he has published photos and some videos. One of the most notable is the one in which it appears dressed as the Wizard King, coinciding with the celebration, announcing the arrival of “I should have shot more photos.”

Bad Bunny, news presenter

However, one of the key special actions within the campaign was the artist’s participation in “NotiCentro Al Amanecer”, a morning news program on the Puerto Rican television network Wapa TV, Bad Bunny served as guest presenter of the space and as a journalist, reporting current events, conducting interviews and interacting with the rest of the team and guests. He also shared details of his album.
Bad Bunny connected with the viewers’ daily lives and got closer to the local culture of Puerto Rican society.

The “I should have taken more photos” promotion has also included guest appearances in other entertainment spaces, such as television shows or podcasts. Bad Bunny has been present on the Telemundo Puerto Rico network and a moment from his interview has gone viral. The singer eats from a plate offered to him and pretends to faint.

Puerto Rican culture around the world

The campaign has not been limited only to the country to which the album pays tribute, but also has international reach and a special focus on Spanish-speaking countries, where the vast majority of the singer’s fans come from. Specifically, the streets of Madrid have been the scene of one of the actions, which consisted of a tour through the center of the city of a yellow van loaded with products from Puerto Ricosuch as bananas, oranges, pineapples, papayas or watermelons.
Similar vans have also traveled through the Dominican Republic and Puerto Rico.

In addition to publishing the 17 songs from “I should have thrown more photos” on YouTube, some of them already with their corresponding official video clips, the campaign also includes a documentary short film starring Puerto Rican actor and film director Jacobo Morales, and an anthropomorphic toad named Concho.
In production explore economic, social and cultural changes that Puerto Rico has experienced in recent years and Bad Bunny’s new album is positioned as a bastion of local culture.
The short is written and directed by Bad Bunny himself.

Brands join the promotion of Bad Bunny

The brands They have not missed the opportunity to join the conversation around “I should have thrown more photos”, some of whose songs already reach 20 million views on Spotify. They have done so, mainly, by emulating the album cover, which shows two plastic chairs in a natural environment.

The Peruvian plastic products company King Plast has taken the opportunity to highlight two models of its chairs under the concept “Cover Quality”. The Peruvian has done the same Casaideas with their products. A similar creativity has been carried out by the Mexican furniture and appliance retailer Marcimex, with the claim “I should have bought the furniture at Marcimex”.

Beverage brands have also wanted to be part of the conversation. President Beer, Originally from the Dominican Republic, he has also created a graphic with two chairs, his product and the message “You can’t miss it.” For its part, Tecate Beerfrom Mexico, has done the same with the text “NdTmC (I shouldn’t have thrown away my helmets)”.