We read all the time about pop stars’ efforts to alleviate problems in different parts of the world: Bono has long been an advocate for Africa, Darfur and AIDS education, also a cause of concern for Elton John, Sting has taken a stand for peace, and Shakira has fought to end child poverty.
As tension rises between Colombia and Venezuela following increasing evidence that links Chavez to the FARC rebels in his neighbor to the West, a Colombian native with star power is calling on his friends to join together for peace. In a press conference this week, Grammy-award winner Juanes announced plans for a peace concert to be performed right on the border of the countries where the two Latin American powers meet. The site also is symbolic because it also is where Ecuador meets with the two — the country recently broke ties with Colombia. The concert is scheduled for March 18 and also will feature leading Latino music talent such as Juan Luis Guerra, Mana, Alejandro Sanz and Ricardo Montaner.
This A-list group is increasingly influential far beyond music. And many Latino pop artists are being more active about wearing their beliefs on their sleeves.
Juanes has long been pro-peace, donating to peace efforts, establishing a foundation to help with these efforts in his home country and featuring socially provoking messages in his songwriting. Mana, the Mexican rock group, is very involved in preserving rain forests and propagating eco-friendly messages. Alejandro Sanz is not afraid to take a political stand against censorship– which cost him the right to perform in Venezuela. And Ricky Martin is a soldier for children’s rights. In addition, many of them also have taken a stand on immigration reform and pronounce themselves on many of these issues through their singing, in concert, in interactions with fans, and in songwriting.
Marketers need to be in tune with the sensibility of these influential celebrities. Knowing what causes they support and how engaged they are allows for more meaningful, long-term relationships with these pop franchises.
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