Campaign of the Month: Neton Vega – “Mi Vida Mi Muerte”

This month, we’re spotlighting Neton Vega, and the campaign for the release of their album Mi Vida Mi Muerte on Mexican label Josa Records – as submitted by the team at Downtown Artist & Label Services.

Campaign target audience age: 18-34 years
Campaign target location(s): US, Mexico, Indonesia, Worldwide

Campaign Overview

Before the release of his highly anticipated album Mi Vida Mi Muerte on February 14th 2025, Neton Vega had already cemented his status as a global phenomenon, riding high off the explosive success of his single “Loco,” taken from the album, which had amassed over 1 billion streams on digital platforms.

A key element of this success was the effective communication among the management, PR, and distribution teams leading up to the album’s release. This collaboration allowed for well-coordinated interviews with top media outlets in Mexico City, Guadalajara, and Monterrey.

Digital platforms needed the chance to preview the music and understand the artist’s perspective on each track. To facilitate this, we organized listening sessions with Spotify, Apple Music, Amazon Music, and YouTube one week before the album’s release date. As part of the marketing strategy focused on Spotify, we launched a Countdown Page on the platform that week, encouraging pre-saves for the album.

Once the album went live, we implemented a Spotify Canvas strategy, promoting awareness from Neton’s top five tracks to the new album release. The design was simple, drawing inspiration from the album cover, as there was no official music video at the time. This strategy improved the album’s recognition.

Due to the artist’s popularity at that moment, we secured an exclusive Listening Party on the platform for Spotify Premium subscribers three weeks after the album’s release, making Neton the second Mexican artist to host such an event following Peso Pluma. To strengthen our promotional efforts, we executed a robust influencer marketing campaign featuring mid-tier to macro-creators, supported by boosts on TikTok.

To reach both Neton’s existing audience and new potential listeners on Spotify, we programmed various campaign stages using Marquee and Showcase. The official music video for “Morena,” the album’s focus track featuring Peso Pluma, was also promoted through a strong Google Ads campaign. Additionally, once the lyric videos for the most popular songs were premiered on Neton’s YouTube channel, they too received significant promotion. Meta ads were also implemented, achieving impressive results.

In the second phase of the promotional campaign, the track “Me Ha Costado,” featuring artists Victor Mendivil and Alemán, was rotated in nightclubs throughout Mexico City for an entire month. We also implemented offline marketing strategies, including posters and stencils in key locations across Mexico City. Merch packages, which included hoodies for key stakeholders and tequila gift boxes for digital service providers, were integral to the campaign.