The bank launches the international contest “Louder Together” to find five talented musicians from Argentina, Brazil, Chile, Spain, Mexico, Portugal and Uruguay.

The five winners will be awarded a trip to Barcelona to record a song and a video clip with a professional team.

The Spanish artist Omar Montes will be the global ambassador of the initiative, which will have the support of other important artists ambassadors in each country.

Madrid, 30 July 2024.
Banco Santander will be the promoter of the first international music band native on the social media platform TikTok. The bank launches the “Louder Together” contest to find musical talents from seven countries in which the bank is present and bring them together in a studio to record a song and a video clip. The initiative, which has as its target audience the so-called Generation Z, has an exceptional ambassador, the artist Omar Montes from Madrid, who will also be in charge of helping the winners in the production process, with the support of other important artists from the international scene.

The contest is developed entirely on TikTok. Until the next 8 August, all those who want to participate will simply have to upload to their personal profile on that social network a video interpreting their own and original song and tag it with the hashtag #loudertogether, mentioning the account @santandersmusic in the case of Spain.

In addition to Spain, the action takes place in Brazil, where the rapper Xama will feature; Portugal, with the composer Pedro Goncalves; Chile, with the singer Augusto Schuster; Argentina, which will have as ambassador dj Tommy Muñoz; Uruguay, with the singer-songwriter Faculto Balta; and Mexico, where the ambassador will be the famous singer of the group RBD, Dulce María. These international artists will help Omar Montes, who has more than 1.6 million followers on TikTok, to select together with specialized producers the talents that will be part of the band.

The ones selected will live a unique experience on a trip to Barcelona, where they will have the opportunity to record a song and a video clip with the support of a professional team that has been working with renowned artists, thus forming the first international native band born on TikTok.

Santander and music

Banco Santander is committed to music as a new way of communicating and interacting with its customers, especially young people, in all the countries in which it operates. As part of this effort to find a common language with this segment, Santander Spain launched Santander SMusic a year ago, a platform that integrates the entire Spanish music ecosystem and is part of the bank’s non-financial value offer. In Santander SMusic you can find exclusive content, such as interviews, music sessions, playlists and calendar of events, as well as exclusive access to pre-sales and discounts for festivals and concerts. At the same time, Brazil addresses directly to the young audience with the new account and card “Free”, which in addition to the normal financial uses offers 24-hour assistance and allows access to the pre-sales of the main cultural shows of the country. Another example is Chile, where the platform “Más Lucas Joven” offers boys and girls between 12 and 18 years old, in addition to a sight account and debit card, several specific offers for this target, such as discounts on their favourite food sites.

The desire to broaden and strengthen communication with young people is what drives the bank’s presence in TikTok, the network preferred by Gen Z, which uses it to express themselves, show their talent and, above all, to create community. With “Louder Together”, Santander wants to promote the creative and collaborative gene of Generation Z, putting the talent of young people at the centre, helping to showcase the best of this generation. The bank acts as a real vehicle or enabler for young people to thrive and fulfil their dreams, and it does not do so only through its full financial offer, but also through cultural, social and entertainment services and proposals that strengthen the link with this segment.