Banco Santander promotes the first band of Generation Z born on social networks

Jane Anderson
Jane Anderson
los chicos y chicas de la banda en un plano cenital

In a context in which social networks are the dominant platform for creative expression for young peopleThis summer, Banco Santander launched the #LouderTogether initiative on TikTok. This proposal, aimed at Generation Z from seven countries, aimed to discover and form a band with the most outstanding musical talents emerging from the platform. The result has been the creation of LoudT, an urban band composed of five young musicians from Argentina, Brazil, Spain, Mexico and Uruguay, who have released their first single, “Dime”, accompanied by a video clip.

The initiative, launched in July 2024, attracted participation in just a few weeks of more than 3,500 videos from hopefuls from Argentina, Brazil, Chile, Spain, Mexico, Portugal and Uruguay, all of them showing off their musical skills on TikTok with the tag #LouderTogether. This platform not only served to showcase individual talent, but also to connect with a generation that consumes and produces music natively on social networks.

@alexroderoo Do we fulfill the 3 words?🧐 @santandersmusic #LouderTogether @Omarmontes ♬ original sound – Rodero

One of the key points of the success of this campaign has been the collaboration with influential music figures in each of these countries. The Spanish singer Omar Montes led the project globally, while in other countries artists such as the DJ Tommy Muñoz in Argentina, the rapper Xama in Brazil, the singer Augusto Schuster in Chile, the famous Dulce María from Mexico, the composer Pedro Gonçalves in Portugal, and the singer-songwriter Facundo Balta in Uruguay. These judges were in charge of reviewing the thousands of proposals and selecting the best talents.

@santandersmusic There are a lot of talented people on TikTok, and we want to bring them together to make a great global song. It’s time to take the leap and be part of a beautiful story. Participate by uploading a video singing or playing with the hashtag #loudertogether ♬ original sound – santandersmusic

The final winners were Mora from Argentina, Onofre from Brazil, Jesús Tejada from Spain, Yozi from Mexico, and Guadi from Uruguay. These five young people were awarded with a trip to Barcelonawhere in less than a week they composed and recorded together an original song, “Dime”, and its corresponding video clip. In this sense, Santander provided all the necessary resources for young artists by associating with the White Horse production companyknown for its work with artists popular among Generation Z such as Duki, Peso Pluma, Nathy Peluso, Bizzarap or Amaia, which allowed them to work in a high-quality professional environment.

The creative process has been carried out in the Rosalía (Barcelona) or C Tangana (Madrid) studios.

He creative process It took place at the Angel Sound Studio in Barcelona, ​​famous for being the place where Rosalía recorded part of her albums “El mal qué” and “Motomami”. Later, they traveled to Madrid, where they continued their work at the Metropol studios, home of productions by artists such as C Tangana, Sebastián Yatra and Aitana. During these sessions, LoudT members received advice and guidance from Omar Montes and other music industry professionals.

The project culminated with the recording of the video clip for “Dime.” In parallel, Santander has announced the production of a documentary that will be published soon, which will explore the artists’ journey, the challenges they faced and their perspectives for the future.

Connect with Generation Z through music

Banco Santander has thus used music as a tool to connect effectively with Generation Z. A strategy that is not new for the financial institution, which has integrated music into its relationship with young people in several markets. Through Santander SMusic in Spain, for example, the bank has offered exclusive pre-sales of concerts and has created a digital space with exclusive content, raffles and unique experiences for its customers.

With #LouderTogether, the bank has gone a step further by getting directly involved in the content creation with young people. According to Nathalie Picquot, Global Director of Corporate Marketing, Brand Experience and Digital Engagement at Banco Santander, the key to success was allowing young people to be the protagonists of the entire creative process: “The brand’s contact with the group was genuine and enriching for everyone. To be authentic it had to be something 100% yours. Created and led by GenZetas themselves. “We have let them work and compose as they do on social networks, with absolute flexibility and freedom”explains Picquot in a statement.

The campaign is also aligned with the bank’s new corporate motto, “It’s time”which conveys the message that, with the right support, anyone can take the first step toward their goals, even when the obstacles seem big.