Brands & Beats: Spanish as a global brand asset

PARTICIPATING SPEAKERS

Santiago Carreño

Santiago Gutiérrez

For years, Spanish was a regional activation for global brands. Today, it’s a global agenda. The boom of Spanish-language music didn’t just change the music industry—it shifted the investment priorities of brands that understand where culture is headed. The brands that got into Spanish early are no longer competing within their category; they’re competing on the stage where the global imagination of the next decade is being built. A conversation about how the language of music rewrote the playbook for cultural investment—and what, specifically, brands already operating within this new logic are doing.