Desperados challenged MassiveMusic with a bold question: How do we celebrate our brand identity, honouring our roots in Latin culture, while supporting goals of market expansion?

Challenge

We needed an original collaboration that would feel authentic to Latin culture while appealing to audiences globally. The collaboration had to embody boldness, musical legitimacy, and cross‑market appeal. The music for the campaign had to reinforce Desperados' identity, opening new doors without diluting what the brand stands for.

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Approach

We began our search for a daring and vibrant artist that could carry weight in both the Latin music scene and on a global level. The result was not one, but two Latin artists – Grammy award-winning producer, OVY ON THE DRUMS, and Venezuelan rap sensation, MICRO TDH.

OVY ON THE DRUMS is a Latin Grammy award-winning producer behind major names like Karol G, Shakira, Bad Bunny, Peso Pluma. His signature style has shaped the modern Latin music we hear today. Initial conversations with OVY ON THE DRUMS naturally led to our collaboration with MICRO TDH, his long-term friend and collaborator, whose energy and boldness perfectly captured the creative concept.

The resulting reggaeton track, Guao Guao, is infused with OVY ON THE DRUMS’ rhythmic boldness and MICRO TDH’s lyrical persona, capturing Desperados’ spirit: bold and unapologetically original.

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Solution

A full song release with direct branding integration was unprecedented for the brand – with a brand mention in the lyrics, the logo on the cover, and a musical identity tied tightly to the campaign.

The end result fused brand and culture. Desperados not only elevated its positioning, creating exposure in global markets but strengthened its cultural legitimacy in Latin America, creating a gateway into new music markets globally.

Results

The campaign launched globally via the track Guao Guao, with its music video premiering on MICRO TDH’s YouTube and rollout across artist channels, radio, social, and PR – including a TikTok dance challenge.

On top of resonating creatively, the campaign delivered outstanding organic results across streaming, social and PR. Since release, the campaign has amassed:

1.6M+
Spotify streams
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637K
YouTube music video views
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107M
total organic online reach
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Not only that but, the track was so successful that in Poland – a key market for the brand – a remix of the song, in collaboration with renowned Polish rapper ReTo, was released on YouTube, gaining an additional 3.2M+ YouTube views.

In the press

Global PR efforts supporting the campaign resulted in over 80 earned media placements, including features in top-tier outlets such as Marketing Report ↗, Roast Brief ↗, and Wonderland Magazine ↗. An exclusive event in Madrid was also held, featuring a live performance with both artists, resulting in widespread social coverage – driving 3.4M views, and over 126K engagements across TikTok and Instagram alone. In Spain, the supporting campaign earned tier-one coverage from MARCA, Televisión Española, El País ICON, and others – reaching an estimated audience of over 74M.

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