A video clip that was born on TikTok and reaches all platforms powered by Santander

The Generation Z has marked a new way of interacting with digital content, especially music. These young people, who have grown up immersed in a technological environment, not only consume, but also create, share and viralize content at an unprecedented rate.

TikTok, a platform with more than 11 million videos uploaded daily, has become the epicenter of this creative revolution, where viral dances, challenges and songs They dominate the screens.

The Zs represent 60% of the platform’s users and have adopted music as a universal language to connect with the world. The speed with which this social network can viralize songs and launch musical careers makes it an essential tool to stay connected with the centennials.

However, beyond viralization, Generation Z values ​​authenticity and a real connection with the content. On TikTok, users are not only looking for entertainment, they also want be part of the creation of the content. This collaborative environment is what has allowed thousands of young artists to use the platform as their springboard to success.

Santander Bankrecognizing this trend and committed to young talent, set out to find TikTok’s best musical talents to form the first international band born on this platform. under the hashtag #LouderTogether, Thousands of young people from seven different countries (Spain, Argentina, Brazil, Uruguay, Chile, Mexico and Portugal) participated in this global competitionshowing his creativity and passion for music.

LoudT: all about the band

After two weeks of intense auditions and thousands of proposals, the five young talents selected to be part of the band were: Jesús Tejada from Spain, Yozi from Mexico, Guadi from Uruguay, Onofre from Brazil and Mora from Argentina. These young people are now a band that embodies the collaborative and global spirit of Generation Z and that has brought out Tell methe great song that promises to circulate on all social networks. With this initiative, the entity demonstrates its desire to support talent and be a facilitator that allows its clients – and non-clients – to undertake and pursue their dreams.

To give life to this project, the members met in Barcelona, ​​in the recording studios where Rosalía recorded The evil will and part of Motomami. There they had the guidance of the production company White Horse, an expert in young audiences and with experience working with renowned artists such as Duki, Peso Pluma or Nathy Peluso.

“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. Our role was to promote that first step to achieve their dreams, to facilitate the opportunity to create a band, to make the moment of composing a song and clip their own and for them to be the protagonists. That is the purpose of Santander, to accompany and encourage our clients to achieve what they want, understanding where we should be in the lives of our clients and where we can add value to them,” he comments. Nathalie Picquot, global director of Corporate Marketing, Brand Experience and Digital Engagement at Banco Santander.

Creative freedom and the opportunity to work in a high-level environment have been key for them to develop their own style and identity as a band. The result: a single Tell meand a video clip that reflect the freshness and authenticity of Generation Z.

LoudT’s success is a sign of the platform’s power to shape the future of music. These five young artists now have the opportunity to bring your music to a global audience, demonstrating that geographical and cultural barriers are no longer an impediment to success. The launch of its first single It’s just the beginning!

Banco Santander and its commitment to young talent

The LoudT project is not only a musical adventure, but also an example of Banco Santander’s commitment to young people and creative talent. In recent years, the entity has redefined its entertainment strategy to connect with centennialspositioning itself as a brand close to the passions and forms of expression of this generation. Hence its new narrative related to the connections of people, ideas and tools, which is declined in a new global claim: “It starts here, It’s the moment, Começa now.”

This approach demonstrates that brands that understand the needs and forms of expression of Generation Z Not only do they manage to connect with them, but they also become part of their story.