Trump's effort to limit visas and derogatory comments about foreigners has led to a drop in international tourism to the US of 10% or more. Brand USA hopes to use music and a partnership with Spotify to reverse the decline.
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Brand USA has announced that it will partner with Spotify to launch Hear the Music, Experience the USA, an integrated marketing campaign utilizing the power of music to promote international travel to the United States.
Hear the Music, Experience the USA interprets Bobby Freeman’s iconic song, “Do You Wanna Dance?“through different musical genres as envisioned by five emerging artists bringing the unique cultural sounds of their cities to life.
Participating artist include:
- Cam James (Cameron James Williams) – Hip-Hop; Atlanta, Georgia
- Bass Physics (Arja Adair) – Electronic Dance Music (EDM); Denver, Colorado
- Nathan Quick – Blues; Houston, Texas
- Reptaliens (Bambi and Cole Browning) – Rock ‘n’ Roll; Portland, Oregon
- Calma Carmona – Soul; San Juan, Puerto Rico
To amplify the campaign, Spotify will provide travellers with enhanced discovery and exploration options with more than 20 customized U.S. city soundscape playlists to choose from. “We’re proud to partner with Brand USA, using music as an instrument to engage with international travelers and accessibly show the country’s abundance of culture, innovation, and creativity,” says Alex Faust, global head of Spotify’s MAP team.
“Music is a universal language that transcends language and cultural boundaries, and Hear the Music, Experience the USA presents an entertaining and highly engaging platform to showcase vibrant destinations across the United States,” says Tom Garzilli, chief marketing officer of Brand USA. “The artists’ passion for their cities shines through in each rendition as they reimagine a classic radio hit in a new digital streaming era. We’re hoping their contagious energy connects with culture-seeking tourists across the globe and inspires them to experience the United States in a new way.”
For more information about Hear the Music, Experience the USA, visit: www.visittheusa.com/music
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