9F Agency: The Inventive Drive Behind Bad Bunny, Karol G, and Beyoncé’s Iconic Campaigns
In Billboard Latin and Billboard Español’s new collection, “The Stars Behind the Stars,” the highlight shifts to unsung heroes. These visionaries energy the music business from behind the scenes. Usually out of the general public eye, they’re the spine of an artist’s success. Right now, for instance, we discover Juan Martín Salazar, CEO and inventive director of 9F Agency. His crew drives a number of the decade’s most groundbreaking music campaigns.
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From Bad Bunny’s Un Verano Sin Ti to Karol G’s Mañana Será Bonito and Beyoncé’s Renaissance and Cowboy Carter, Salazar redefines music advertising and marketing. His revolutionary, culture-shaping tasks stand out. Right here’s an Search engine marketing-optimized take a look at how this Colombian-born visionary transforms the business, one marketing campaign at a time.
Who Is Juan Martín Salazar?
Juan Martín Salazar’s journey started in Colombia, the place he studied enterprise administration. After a stint in Argentina, he moved to Miami, a Latin music hub. There, he labored with labels like Sony Music Latin, 5020, Amazon, and Columbia Information. His profession launched with a daring concept for Becky G’s 2019 single “Greenback” with Myke Towers. He created a fake ATM shelling out “Becky G payments” on a avenue nook. This blended creativity with fan engagement.
“I typically assume, ‘What was I even considering?’”
Salazar laughs in a Billboard Español interview. That audacious debut set the tone. It marked 9F’s rise as a go-to company for standout campaigns.
Crafting Iconic Campaigns for Music Titans
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Beyoncé’s Renaissance and Cowboy Carter: Salazar’s crew projected visuals onto U.S. museums just like the Guggenheim and Whitney. This celebrated Black tradition. “It was wild,” he says. A final-minute file supply by aircraft from LA to NY practically derailed Cowboy Carter. But, it blended artwork and music completely, thrilling museums.
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Bad Bunny’s Un Verano Sin Ti and Debí Tirar Más Fotos: 9F hosted pop-ups in New York (at Toñitas’ Caribbean Social Membership) and Miami with Amazon Music Latin. These immersed followers in Bad Bunny’s world, boosting his cultural impression.
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Karol G’s Mañana Será Bonito: In Madrid, Salazar curated an exhibition. It introduced Karol G’s album to life with visible storytelling. He labored together with her advertising and marketing director, Luis Mesa, to remain true to her imaginative and prescient.
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Carín León at Latin Grammys 2023: Throughout Latin Grammy week in Seville, 9F turned Setas de Sevilla into an acoustic stage. “I wished a Louis Vuitton present really feel,” Salazar says. His “rainbow contact” added small, impactful particulars affordably.
From Immigrant Roots to World Affect
For example, Rosalía’s Motomami was a turning level. Sony’s regional crew beneficial 9F to Columbia Information. This opened doorways to English-language tasks, together with Beyoncé’s campaigns. Now, Salazar prepares a Shakira mission—a museum in Mexico Metropolis for her 10 sold-out Oscesa reveals, opening March 19, 2025.
The Inventive Course of: Inspiration Past Music
Salazar’s concepts spark from artwork, structure, and each day life—not simply music. “I’m going to festivals unrelated to music,” he shares. For instance, a Milan furnishings honest along with his architect husband impressed a marketing campaign with clear materials. This retains 9F’s work recent and distinctive.
After seven years dominating the U.S., 9F expanded to Mexico in 2024. Spanish govt Cristina Martín leads this transfer. It reveals the company’s purpose to develop in Latin America, a worldwide music trendsetter.
Why 9F Issues in Music Marketing
