Some of the best music ever made is sitting still. Songs that millions of people already love and already know every word to, earning a fraction of what they could, because nothing gives them a reason to show up in anyone's feed today.
The affection is already there. The audience is already there. The song needs a way back into the culture.
The Catalog Activation Engine is an always-on system that puts catalogue back into culture.
It runs continuously inside Those Clips, our own network of editors, pages and communities across Latin America, recontextualising a track into the language, the humour and the references of each market as they are right now.
It reaches people as discovery. They find the song, or they find it again, and it arrives feeling like theirs.
Because the network is ours, every campaign running on it sharpens the next one. Results concentrate in a small number of places, and we spend the early weeks finding which.