Banco Santander, in collaboration with Omar Montes, launched the #LouderTogether initiative in July to find the best musical talent on TikTok. The five selected artists, from thousands of candidates across 7 countries, have released their first song, "Dime", and its videoclip.

Music is one of the key elements through which the bank connects with Generation Z, reaching out to their channels and highlighting their creative and collaborative capabilities.

With this initiative, the bank demonstrates its desire to support talent and be a facilitator that allows both its customers and non-customers to embark on and pursue their dreams. 

Madrid, 23 October 2024.
The “Louder Together” initiative, which Santander launched on TikTok to find the five most talented musicians on social media and form an urban band with them, already has winners. The chosen ones, who have decided to name their band LoudT, have released their first song, “Dime,” and its videoclip.

In its aim to connect with Generation Z by speaking their language and being on their platforms, the bank launched this initiative last July, inviting musicians from Argentina, Brazil, Chile, Spain, Mexico, Portugal, and Uruguay to upload a video to their personal TikTok profile, performing their own original song and tagging it with the hashtag #loudertogether. The initiative has exceeded all participation expectations as more than 3,500 videos from the 7 countries were received within a few weeks.

The people responsible for selecting the best talents, in addition to Omar Montes, the global and Spanish head of this initiative, were DJ Tommy Muñoz in Argentina, rapper Xama in Brazil, singer Augusto Schuster in Chile, Dulce María from the group RBD in Mexico, composer Pedro Gonçalves in Portugal, and singer-songwriter Faculto Balta in Uruguay. These artists selected the best in each country from among the thousands of quality submissions received. Finally, the winners were Mora from Argentina, Onofre from Brazil, Jesús Tejada from Spain, Yozi from Mexico, and Guadi from Uruguay.

The prize for the contest consisted of a trip to Barcelona, where the five young people gathered to compose a song and record a video clip together in less than a week. To help them make the most of this experience, Santander provided all the necessary support: they worked with the production company White Horse, home to artists as relevant to Gen Z as Duki, Peso Pluma, Nathy Peluso, Bizarrap, or Amaia in their Gallery Sessions and had the creative talent of the agency DAVID Madrid. 

For the young artists, that week was also an opportunity to get to know the recording studios from the inside, where some of the most appreciated artists of their generation work. The group met for the first time at Angel Sound, the Catalan studio where Rosalía recorded “El mal querer” and part of “Motomami”. They also travelled to Madrid, where they could work in the classic Metropol studios, where artists such as C Tangana, Sebastián Yatra, and Aitana have produced their albums, among others. There, the band members had the opportunity to meet with the Spanish artist and TikTok star Omar Montes and several producers and received important advice for their future musical careers. 

The song and the videoclip, the result of that intense week of work, are already available on TikTok. In addition, a documentary about the group members’ experience during their week in Spain will soon be released on the same social network, delving into the obstacles they had to overcome to create their first song, as well as their dreams and ambitions. 

Facilitating the first step 

The contest has allowed the birth of this new band called LoudT, which embodies Banco Santander's desire to connect with Gen Z, valuing their creative and collaborative spirit and encouraging them to take the first step to achieve what they set out to do. This has been the foundation of the initiative. 

As explained by Nathalie Picquot, global director of Corporate Marketing, Brand Experience, and Digital Engagement at Banco Santander: “The brand's contact with the group was genuine and enriching for everyone. To be authentic, it had to be 100% theirs. Created and led by the Gen Z themselves. We let them work and compose as they do on social networks, with absolute flexibility and freedom. Our role was to drive that first step to achieve their dreams, providing the opportunity to create a band, to make the moment of composing a song their own, and to be the protagonists. That’s Santander’s purpose, to accompany and drive our customers to achieve what they want, understanding where we should be in our customers’ lives and where we can add value.” 

A message that reflects the bank's philosophy, expressed in its renewed claim “It starts here”, which has already been launched in the main countries where the group operates and embodies Santander's ambition to be a facilitator for its customers to fulfil their dreams, to take the first step even if it may seem complicated, to undertake, to enhance their talent, and to achieve all the goals they set for themselves. 

Santander and music

Music is one of the levers that Santander uses to communicate and relate to its customers and non-customers, especially young people, in many of the countries where it operates. For example, in Spain, Santander SMusic in just one year has become the reference music platform by integrating in a single space the pre-sales of the best national and international singers, as well as a complete ecosystem of exclusive content with unique sessions, articles, podcasts, experience raffles, etc., offering Santander’s customers in Spain a very comprehensive non-financial offer just for being a Santander customer.