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The campaign underscores Sprint’s commitment to the Hispanic market and, with over 95,000 downloadable Latin music titles, Sprint offers music lovers the technology that provides instant wireless access to their favorite tunes directly from their phone.
Juanes fans can get up close and personal with some of his most recent "raticos" through a series of video mobisodes, including an exclusive behind the scenes look at the recording of his music video. In addition, personalization content such as ringers, full-track downloads and call tones will be available for fans who are Sprint customers. To access this mobile content, users can text the word "Juanes" to the number 5678 on their Sprint Power Vision phones (standard text messaging and Vision rates apply).
"I am excited to collaborate with Sprint and share my recent life’s work. I know how important a mobile device is for staying connected to loved ones and sharing important moments," said Juanes. "After my last tour, I wanted to spend time with those who mattered most and experience life in a different way. I realized that life can happen fast and wanted to tell my fans through my songs to appreciate their own life’s ’raticos’ any chance they get."
"Juanes’ appeal is worldwide, stretching beyond the regional preferences of the Hispanic market. His lyrics tell stories that all of our subscribers can relate to, and that is why this partnership makes so much sense for Sprint," said Isaac Mizrahi, director of multicultural marketing for Sprint. "In this album he shares his own life moments through music, and Sprint allows fans to enjoy it instantly whenever they want."
Sprint recently undertook an innovative branding initiative that focuses on how consumers and businesses are using and benefiting from Sprint’s technology today and how they will in the future. Building on that concept, Sprint will focus on a key attribute it delivers to its customers - speed - and the Juanes sponsorship will demonstrate that, by giving fans the opportunity to experience his powerful music on their wireless phones, instantly. As part of the Juanes sponsorship, Sprint will launch an extensive multimedia campaign that includes national advertising (broadcast and online), in-store promotions in several Hispanic markets, as well as a national sweepstakes in 2008.
"La Vida ... es un Ratico" continues Juanes’ dedication to record only in Spanish and will blend rock with traditional Colombian rhythms (such as Vallenato, Cumbia and Mapale), and other international styles including Flamenco, Troba, Bolero and Tango. After hearing an early preview copy of the album, the Los Angeles Times has already proclaimed: "[La Vida ... es un Ratico] is an extraordinary new album [and] marks a significant leap forward for Juanes, both as a vocalist and a songwriter. Musically, he has perfected his distinctive fusion."
About Sprint Nextel:
Sprint Nextel offers a comprehensive range of wireless and wireline communications services bringing the freedom of mobility to consumers, businesses and government users. Sprint Nextel is widely recognized for developing, engineering and deploying innovative technologies, including two robust wireless networks serving 54 million customers at the end of the second quarter 2007; industry-leading mobile data services; instant national and international walkie-talkie capabilities; and a global Tier 1 Internet backbone. For more information, visit www.sprint.com.
Declared "the single most important figure of the past decade in Latin pop music" by the Los Angeles Times, Juanes is a TWELVE-TIME LATIN GRAMMY WINNER who TIME Magazine selected as "One of the 100 Most Influential People in the World". The top-selling Latin rock in the world and the genre’s leading social activist, Juanes’ multi-platinum breakthrough album "Un Dia Normal" set the record for the longest Top 10 chart run in Latin music history, likewise notching an astounding two-year chart run. The guitarist/singer-songwriter’s critically acclaimed follow-up "Mi Sangre" (My Blood) sold over 4 million copies while bringing Juanes to #1 on the charts throughout Latin America, the US and across Europe. The corresponding "Mi Sangre Tour" was the most extensive worldwide tour ever mounted by a Latin artist with 170 concerts performed before of millions of fans at arenas and stadiums in 31 countries on four continents. In recognizing Juanes’ extensive charitable endeavors (most notably on behalf of the innocent victims of Anti-personnel landmines) the Colombian President has called the artist "Colombia’s greatest ambassador".