In 2014 Tigo was a distant third in the mobile carrier race in Colombia. The carrier, small in comparison to its competitors, sought to differentiate itself in the marketplace with a unique music offering, an exclusive partnership with the Deezer streaming service in the country. Why music? Because music is Colombia’s #1 passion point. The birthplace of international stars such as Shakira, Juanes, and Carlos Vives, Colombia also has many artists who are condemned in anonymity because they don’t have the means or platform to share their music with fans. This inspired Sony Music to create TIGOMUSIC, a strategic music platform conceived to promote local Colombian artists and bring extraordinary music experiences to fans.
To bring TIGOMUSIC to life, Sony Music secured a partnership with Audiovision, the top recording studio in Colombia, and transformed the studios into TIGOMUSIC STUDIOS by Audiovision. The branded studio donated thousands of recording hours to unsigned artists so they could record for the very first time. Once recorded, TIGOMUSIC gave these artists the opportunity to share their music with fans via the most popular streaming service in Colombia: Deezer. Everything was captured on video and shared across TIGOMUSIC’s social media platforms. Artists also had the opportunity to record their first music videos, which were distributed across TIGOMUSIC’s extensive online network. TIGOMUSIC also brings fans exclusive experiences such private acoustic sessions with international superstars, artist meet & greets, VIP concert access, and more.
TIGOMUSIC successfully positioned Tigo as the premiere artist development platform in Colombia, differentiating the brand from its competitors and solidifying its image as a brand that’s made of music as its hashtag #EstamosHechosDeMusica states. In just one year, 124 unsigned artists recorded in TIGOMUSIC STUDIOS by Audiovisión. Tons of exclusive content was generated and garnered +40 million views across multiple media platforms. Today, Tigo is considered the brand that best represents and supports local artists in Colombia. +300 artists serve as organic brand ambassadors for Tigo. +40,800 fans consider Tigo the brand that makes their dreams come true.