Music-minded house mates live in L.A., creating original video content for their social media platforms to empower and entertain the Latin millennial and Gen Z audiences.
The L.A. house sits in the hilly Silver Lake neighborhood dotted with hip shops, eateries and specialty stores. Not far is the giant reservoir from the temporary home of three digital creators living, breathing and connecting to all things music.
The Univision Creator Network, an in-house network and creative studio for digital creators, has launched the Music Residency, a multi-month program that fuels the creative minds of participants developing their singing, writing and dancing skills in addition to their social media platforms.
The first group of residents includes New Jersey-born Franny Arrieta, a singer known for her cover songs; Sole Bovelli, an actress/singer/songwriter whose career began in Mexican novelas and Vanessa Hernandez, a professional dancer who has worked on projects with major names such as Lady Gaga before she launched her own singing career this year.
“Univision Creator Network’s proven success at developing digital talent and the growing popularity of Latin music is why we’re confident Nezza, Franny and Sole can reach new musical heights,” said Jennifer Perri, vice president of the Univision Creator Network. “UCN and Univision have led the industry by integrating influencers across traditional media properties. We’re thrilled to combine our expertise with content creation and experiment in the music space.”
Arrieta, a bilingual singer who has more than 200,000 Instagram followers, engages her social media audience with songs, images of her travels and even moments of vulnerability.
“Moving out today,” Arrieta wrote in an Instagram post in early April, featuring a photo of her arm with two tiny tattoos. “So many mixed emotions. Thank you to everyone who was a part of my journey this past year … can’t wait to see what the next 6 months brings.”
The program encourages artists to develop their music in addition to working on music videos, live performances and key events across Univision’s multi-platforms, which increases talent visibility and exposure, Perri says.
UNLSTD Music, a full-service music production and artist development collective, works with the participants. The company has produced and mixed music for Pitbull, Ricky Martin and Wisin & Yandel, among others, according to the Univision executive.
During the program, the creators will make original music and learn how to increase their social media presence and brands. Access to industry experts and collaborations with fellow digital talent will anchor them to various Univision areas such as TV, digital, radio, tent pole programming, live music and sports events.
If a participant creates the next big hit, Univision will also be connected to that composition.
“We will have ownership in the music developed during the residency,” Perri said. “We are fully invested in developing music with our residents, from bringing on producers to booking studio time and giving the girls vocal lessons.”
The L.A.-based Univision Creator Network, which in June reaches its 3rd year anniversary, has a staff of 10 employees, who support talent development, campaign management, branded content and content development. Additionally, they work closely with a sales team in New York on all influencer marketing campaigns.
“In addition to potential brand integrations and sponsorships, the Music Residency highlights UCN’s role as a leader in developing talent in the digital space, while producing original content for a multicultural, multi-platform audience,” Perri said.
The residency program is not currently accepting submissions, but that may change depending on the success to determine whether more residencies become available, according to a spokesperson. More information can be found at univisioncreators.com.