SPOTIFY x MYKE TOWERS

2023

Myke Towers is a force to be reckoned with. One of the top reggaeton artists in the world, the multi-hyphenate approaches his career with precision, focus, and care – thinking intently about the legacy he’s building with every step he takes.

Despite being an increasingly public figure, Myke’s creative process has largely gone unseen. An unprecedented glimpse behind the curtain, “The Making of La Vida Es Una” chronicles Myke’s mindset and visualizes the work that went into his fourth record. In three distinct but visually interwoven episodes, Grand Crew captured Myke’s insights on coming up out of Rio Piedras, Puerto Rico. He speaks about keeping his people close and his acute involvement in every step of his music making process.

Director Geoff Sean Levy had one goal: match Myke’s energy.  Towers isn’t one-dimensional, and the films couldn’t be either. We incorporated Myke’s personal footage shot on the very beaches that inspire his music into the studio-shot storytelling.  Thoughtful VFX convey Myke’s talent on both sides of the recording studio glass.

The interview questions were carefully crafted in partnership with Spotify’s creative team to probe at the process of making the album, the intricacies of the studio environment, and the importance of creating a legacy. Daniela Molina was tapped to lead the conversation with Myke in Spanish.

The resulting films were shared on both Myke and Spotify’s Instagram accounts in three chapters – one dialed into the writing process, one on recording, and a third about producing his own work.