Latin media and press relations firm The three Collective — whose consumer record consists of Juanes, Gloria Trevi, Marco Antonio Solís and Jesse & Joy, amongst many others — turned 10 years previous Thursday (Jan. 24). Originally based by Monica Escobar, Darío Molina and Julio Trejo, the Los Angeles-based agency is now helmed by Escobar and Molina, who’ve used their West Coast base and bicultural potential to advocate for Latin music and artists in each Spanish and English talking worlds with a single focus: “Our experience is the Hispanic market,” says Molina.
On the eve of their anniversary get together, Billboard spoke with Escobar about her decade milestone and plans for the long run.
What units your organization apart?
Being within the West Coast is an asset, as a result of generally Miami feels crowded [in the Latin space]. We’re additionally a staff of six and we are able to develop in several occasions, guaranteeing you possibly can all the time have a one-on-one expertise at each occasion. No one feels much less vital. Our method has all the time been that we’ve experience within the Latin market. I’ve greater than 18 years expertise and after working at a label [Universal Music Latino], I perceive either side of an artist’s profession.
What ought to artists and managers perceive about publicists and PR service?
That PR is an funding, not an expense. That is the largest problem. I get artists who don’t also have a label deal and, but, I can supply them one thing.
What are you able to supply an unknown, for instance?
In the Hispanic market I can place them so that they’re within the business’s eye. If somebody involves me with three songs, no supervisor and no video and I like the music, I can information them. I can introduce them to managers. And we are able to formulate a media plan.
You’ve labored with many, artists via the years, together with Fonseca, Wisin, CNCO, Pitbull, Reik, Fifth Harmony and Becky G to call only a few. Give me an instance of a marketing campaign you ’re significantly happy with?
The work we did with Becky G for 4 years, creating her profession, encouraging her to talk Spanish. [Developing her Latin side] has been a fantastic instrument for her and I’m very happy with the work we did as an company. Another mission we’re very happy with is La Santa Cecilia. They had been an unknown band from Los Angeles once we began working with them. We liked their distinctive sound and primarily based on that we developed a marketing campaign that helped make them an vital artist with a number of Latin Grammy and Grammy nominations and a Grammy win.
Can you give me an instance of a giant problem you overcame with one in every of your initiatives?
When we began with La Santa Cecilia we began with very fundamental native retailers. Our huge aim was to have them within the Los Angeles Times and after two years they had been on the quilt of the leisure part. Another main problem has been to reposition Gloria Trevi within the public eye. We are very happy with having helped her discover a new fan base that appreciates her and her music. The day we realized we had achieved one thing greater than our desires was the day she advised her comeback story after so many authorized issues throughout the Latin American Music Awards. The suggestions we obtained from followers and business surpassed all our desires.
What’s subsequent for The three Collective?
We have a division dedicated to sports activities and we wish to increase there. And we want to work our present roster, together with Juanes, Marco Antonio Solís, Jesse & Joy and Gloria Trevi in lots of territories and change into a very world company.