Ranked Music’s work with Rawayana focused on creating an innovative and completely custom content strategy for their single “Binikini” that would propel the band’s visibility and connection with their audience. This cross-media campaign prioritized organic and relevant content, resulting in highly engaged fans eagerly awaiting their newest release, effectively making Rawayana’s “Binikini” the song of the summer.
Rawayana, a Venezuelan band that has captivated audiences worldwide, is a remarkable fusion of reggae, rock, funk, and Latin rhythms. Formed in 2007, this eclectic group has carved out a unique space in the music industry, characterized by their innovative sound and socially conscious lyrics. Their vibrant discography includes hits such as "Fuego Azul," "High," and "Palmeras," each showcasing their ability to blend different genres seamlessly. These tracks, along with their album "Trippy Caribbean" and most recently “¿Quién trae las cornetas?” showcase Rawayana's ability to merge catchy melodies with socially conscious lyrics, often addressing issues faced by the Venezuelan youth.
Rawayana's music is not just entertainment; it is a cultural statement. Representing the spirit of contemporary Venezuela, their songs often reflect the socio-political realities of their homeland, resonating deeply with listeners. Their music serves as a form of escape and expression for many, offering a soundtrack to both celebration and struggle. Beyond Venezuela, the band has become ambassadors of Latin American culture, bridging gaps between different musical traditions and appealing to a global audience.
The band's significance extends beyond their musical prowess. They embody a modern Venezuelan identity that embraces diversity, creativity, and resilience. As Latin music continues to gain international recognition, Rawayana stands out for their dedication to pushing boundaries and challenging norms. Their success story serves as an inspiring example of how art can transcend borders and connect diverse communities.
Rawayana’s “Binikini” was a creative endeavor where the band, along with Danny Ocean, played into the “clichés” that have grown to be associated with them over time. Andrés “Fofo” Story described the writing process to MundoUR as “giving into this idea, this notion, that was created of us [the idea that they only make feel good, light hearted music] as a creative exercise.” And that’s what the song depicts in its lyrics and dynamic composition: the feeling of a perfect day at the beach.
It was a hit waiting to happen,
for which Ranked created a
detailed content strategy for its
release that focused on creating
an experience for the fans that
went beyond the music, to build
excitement not just for the song.
but for the band’s comeback as a whole.
The team crafted a comprehensive cross-media campaign, integrating both pre-launch and post-launch digital strategies to engage their target audience and expand their reach. The campaign focused heavily on organic content, aiming to enhance their visibility in the music industry. Each component of the campaign was meticulously designed to maximize the band's music potential, leveraging their existing fanbase and the interactive engagement of their listeners. This strategic approach not only aimed at reaching their core audience but also at broadening their influence and solidifying their presence in the music landscape.
Along with content strategy for the release of “Binikini”, Ranked also crafted a potent, high-impact paid media campaign for their 2023 album “¿Quién trae las cornetas?” in priority territories that successfully broadened their reach while also generating a sense of loyalty with those impacted. The campaign focused on significant platforms such as TikTok, Instagram, and Spotify.
The campaign reached a staggering
4.1 million users on TikTok alone,
and on social media at large,
nearly 70% of the 18-24 age
group engaged with the ad.
For Rawayana, timing was essential in navigating digital platforms, especially as trend cycles continue to shorten. By producing engaging and eye-catching content tailored to each platform’s algorithm, we successfully achieved our primary goal of cementing their place in the current cultural landscape. This strategic focus on timing and platform-specific content allowed Rawayana to remain relevant and capture the zeitgeist effectively.
