Urban music: the genre par excellence among the youngest

The explosion of urban music in Argentina has been a notable phenomenon on the national scene in recent years. This genre, which covers a wide range of styles such as reggaeton, trap and hip-hop, has gained popularity thanks to its ability to connect with young people and address contemporary issues. Local artists like Duki and Nicki Nicole, among others, have led this musical revolution, fusing Latin rhythms with international influences to create a unique sound that resonates in the streets across the country. The movement is so big that very often it does not exhaust itself in music but rather builds a real urban culture.

This has caused different brands to approach the scene in search of a younger audience. A recent example is that of La Segunda Seguros which has joined forces with one of the most important music producers of the genre: Dale Play.

The brand’s head of marketing and communications, Martín Faicht, explained: “Attending shows and participating in artist networks, where the public shares interests and motivations, generate a fertile space for connection of the public with brands. “.

Landing in the world of music means reaching a very large segment which has consumption habits different from those of more mature generations. Faicht analyzes: “Urban popular music, strongly exploited by the power of amplification provided by social networks, is at the origin of a powerful and lasting phenomenon of identification between artists and the public. »

On September 29, La Segunda had its first participation as official insurer in the recital that Nicki Nicole gave at the Amphitheater of Rosario, her hometown, and on October 19 and 20 she will do the same at the Movistar Arena in Buenos Aires with a prior ticket draw.

Also in Rosario will be present on October 7 at the fourth edition of the Bandera Festival, with more than 30 groups among which stand out personalities such as No te va gustar, Julieta Venegas, Dillom and Natalie Perez. La Segunda Seguros will be the official insurer of the event and will have its own stand, where those who come to take photos will enter the draw for an electric skateboard.

Thus the explosion of urban music in Argentina has opened a bridge with the younger generations who see themselves represented in this genre which involves not only music but a way of dressing, a language, an entire culture.