Nearly 60 artists in 15 countries participated in the Sony Latin festival. It started as a conference call in the middle of the pandemic.
Everyone was on lockdown, but everyone had been doing livestreams and podcasts and performances from home. What could Sony Music Latin Iberia do that was unique and involve different artists? "We felt a full-on festival was something that hadn't been done," says Ruben Leyva, senior vice president of artist services and premium content for Sony Music U.S.
Latin. By "festival," Leyva of course meant some sort of livestream of musical performances, as well as featuring artists doing everyday things like cooking and working out.
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