LA HORA DE PERREAR

2023

There’s no doubt about it — from her affinity for flan to her Y2K aesthetic, La Goony Chonga is Miami. But the Dade County-born Cuban making waves in Latin Hip Hop had a problem: her top five fan markets didn’t include the hometown that had made her music possible. We set out to claim La Goony Chonga’s rightful throne with a larger-than-life campaign for her first fully reggaeton album, La Hora De Perrear, that had every inch of sazón as the queen herself.

305 Approved: As South Floridians ourselves, we filled the set with the best of the city thanks to a born-and-raised crew. From tapping Miami’s best reggaeton party organizers to bring the perreo, to getting product placement permission from La Caja China themselves, everything in frame was Made in Dade

Speak the Language: Miami is a microcosm of culture; you can’t speak to Key Biscayne like you do Wynwood. We launched with targeted digital & OOH deliverables specific to five neighborhoods, complete with a QR code-activated wheatpasting campaign. No resident could pass a Publix without seeing La Goony Chonga in true local form.

Co-Create the Model: If musicians work with a label on an album, they give away a lion’s share of the profits. We pioneered a way for Grand Crew and La Goony Chonga to split the cost and the ownership of LHDP so that the ones who make the art could share in its success.