Shakira sets the rhythm, Piqué tries to dance it

By Sonia Yanez Blum (Twitter: @soniayanezblum)

“The moment they destroy me, I take the opportunity to write songs.” This phrase said by Shakira when she was around 20 years old in an interview has turned out to be prophetic and the mantra of her career. She is the queen in reproductions, interactions and downloads, and applies a great omnichannel communication strategy, where public relations and successful crisis management have given way to monetization.

It is a chair for politicians, who often fail in crises, while brands, CEOs and content creators have jumped on the wave and have danced to the rhythm of the strategy that Shakira, the singer from Barranquilla, has imposed.

For his part, Piqué has been reactive. It’s up to him to receive the blows and surf the wave of a crisis that for him will not end until Shakira turns the page and her followers too. One week after the launch of BZRP Music Sessions #53, Shakira has shown that her lyrics have no borders. Videos of Americans, Koreans, and many other nationalities struggling to understand what she sings.

“Really, Shakira already exaggerates,” says Oswaldo Segura, the actor who plays Felipe in “Mis adorables entenados,” commenting that there aren’t as many submissive women as Lupita, her stepmother in the series

interviews and podcast with @keityn, who helped her write the theme and is the author of others including Cob, by Karol G., and the monotony, of Shakira, they talk about the singer having a long list of messages to give. In short, her press conference was BZRP MusicSessions #53.

In summary, Shakira has applied an effective omnichannel communication strategy, combining public relations and crisis management to strengthen her image and monetize her career as a singer. The latest song from her, released at BZRP Music Sessions #53, has had a huge impact all over the world, becoming hugely popular on platforms like YouTube and TikTok. Her success is due in large part to her ability to handle crises and her large audience.

Shakira’s image has been strengthened, and she is today recognized as one of the most successful female singers in history who invoices with heartbreak, like almost all artists. This coincides with what Gaby Castellanos explains on her Instagram account, where she points out that this success should be attributed to public relations and not to marketing.

The indicators of your strategy

Since the beginning of the marital crisis with Gerard Piqué, Shakira has managed each communication action regarding her personal situation through music, and has met with key musical figures to expand her message (Rauw Alejandro, Ozuna, Bizarrap). . She has practiced the maxim of public relations: let others speak well of her. To achieve her goals, she released singles on YouTube and Spotify, where she shares statistics of her success: Shakira’s session #53 broke a record by getting 50 million views on YouTube in 24 hours.

Step by step: this is how you can use Shakira’s filter in the ‘Music Sessions #53’ that causes a furor on TikTok

With over 321 million social media followers, the power of her influence breaks down like this:

• Facebook: 120M followers
• TikTok: 30M 181M likes
• Instagram: 80.6M
• YouTube: 40M
• Twitter: 53.6M

Meanwhile, the Kosmos team, Piqué’s agency, published its growth metrics one week before the Kings League on LinkedIn. It is clear to everyone that being “splashed” by another (in terms of visibility) is convenient for you.

How is this perfect storm generated?

• An omnichannel public relations strategy is applied, supported by own, earned and shared media.

• They use their own networks, those of their followers and those of allies interested or not in winning with that popularity.

• You have clear objectives that seek to position yourself first and then conversions: downloads, views and user content.

• It is committed to the new techniques of digital diffusion to exploit its songs.

• The expectation is the central axis, with an apparent silence in front of what was coming.

• Conversation is controlled: audio filtering, preview of fragments of the letter.

• Direct conversation with followers is privileged: there was no press release, there were direct messages to connect and feed expectations. (The new year’s greeting was a sample of this) and above all, the lyrics connect with women of all ages, generations and tendencies.

The numbers in social networks and how it generates income

Shakira is a global artist. In 2023, YouTube has made her the queen. 63 million views in 24 hours, making it the most viewed Latin music video in one day, with figures that speak not only of the 40 million subscribers to his channel, but also of the number of views in the last month: 344,252 million, according to the site Social Blade, which would bring him an average income of $350,000 a week for all his videos, in addition to a daily income of $60,000 for views on YouTube and Spotify for this song.

Now on TikTok

A week after the launch, he decided to give it a new look, this time generating a trend on TikTok, with the idea of ​​a dance created by @belladose, a female group, who had uploaded the original trend to their account. Shakira, removing the bad sign of the “splash”, replicated her steps, matching the 36 million views that her TikTok had about the collaboration with Bizarrap during the first eight hours of publication, and she was immediately uploaded as reel short and story on Instagram.

What will be the real scope of this new topic? Nobody knows. Let’s remember that the bike (with Carlos Vives) became the singer’s most viewed video with more than 2,000 million views and there weren’t many of the communities that now follow her.

Just one week away Session 53 It will continue to break records with the impulse of the content creators and Piqué’s own reactions, which show why Shakira was clear that when they destroy her, she responds with songs.