Apple has signed a deal with Latin American “cultural outlet” Remezcla to create playlists for Apple Music.
The company, which began as a Latino events guide for New York, specializes in Latin America’s musical “new wave.” It regularly produces content for brands and festivals eager to reach young Latino audiences — something Apple is more than keen to do with its new streaming music service.
“Our mission has always been to solve the problem of discovery,” said Remezcla CEO Andrew Herrera.
Remezcla’s initial playlists are already available on Apple Music. They include a sampler of tracks from Austin’s underground Latino scene, a playlist of reggaeton pioneers, a sneak preview of music from bands playing at Colombia’s Hermoso Ruido Festival, and a selection of female artist picks.
Another playlist is the work of Mexico City-based “digital cumbia” duo Frikstailers. Apple has also revealed that it plans to enter similar promotional agreements with other Latin music partners in the coming months.
Who knows — if plans for a range of international Beats stations come true, maybe Cupertino will have a whole Latin American station before long?
Source: Billboard