How Shakira’s phrase left Casio with a million dollar profit: the native of Barranquilla is about to make money again with the new song “El Jefe”

We already know about Shakira’s vocal versatility and the global success it has brought her since she rose to fame on the music scene in the early 90s. Barranquillera is a reference in pop music with which she achieved a high level of sales, in addition to earning millions of dollars in profit not only for their pockets but also for other brands such as Casio.

And without planning it, the Japanese watch brand suffered a sudden increase in sales after the 46-year-old singer mentioned it in the lyrics of Session 53, which she launched in January this year as a clear “shoot-out” of her ex-partner Gerard I’m Already Alone pissed off his girlfriend.

Shakira’s catchphrase that tripled Casio sales

If the phrase “Women don’t cry, women earn” has stuck in the minds of millions, there are others who have had the same impact in terms of marketing. Specifically, it is about the one in which Shakira makes a comparison between several brands of watches.

“You traded a Rolex for a Casio,” was a powerful jab directed at Piqué over his new romantic relationship with Clara Chia Marti.

Although some interpret his words as something derogatory, the truth is that this sentence put Casio on the radar, even more among the followers of the Japanese brand, and tripled its sales, as announced by Toyotaro Hiraishi, general manager of Casio for Latin America, in an interview with La República .

“There were countries that saw up to a three-fold increase in the purchase of watches from this brand,” Hiraishi revealed after asking for an analysis of sales following the release of Shakira’s song.

“What we noticed was that sales exploded during the week after the launch,” he mentioned, making it clear that Casio has a legion of advocates, among whom you can count important people who have used the brand such as Bill Gates or Tom Cruise.

All in all, Casio made money thanks to Shakira without lifting a finger, but also without siding with anyone involved in the song.

Shakira announced her new song “El Jefe”

Shakira is willing to keep charging, as she made clear in January at Session 53 with Argentinian producer Bizarrapo and as she’s done with the premiere of every song so far in 2023.

It won’t stop and a new song for this is already on the way. The artist herself offered a preview following her stellar performance at the MTV Music Awards on September 12.

“Next week, September 20, I will release a new song called ‘El Jefe,'” he said at the closing of the event, whose performance was one of the most watched.

“I’m not the boss in this song, but you’ll see”, he noted without giving more details about it, what is certain is that it can be another hit like his performance with Karol G with the song. “TQG.” (AND)