EXPERIENCE | De Santis® develops new brand vision & digital transformation for global music radio leader LOS40
De Santis® is working with ‘Los 40 Principales’, the iconic Top 40 global music radio network and audience leader, to re-invent the brand and transform the company towards digital and audio-visual entertainment.
NEW STRATEGIC VISION AND NEW BRAND – LOS40
With a presence in 11 countries, LOS40 is the world’s leading music radio brand network of PRISA Radio. In recent years, the network’s digital and social media growth worldwide has shown the enormous potential for the brand as a music and entertainment platform.
“In view of the enormous changes in the way consumers listen to music and radio, we have developed a new strategic vision, brand and new roadmap that seeks to position Los 40 Principales globally as radio leader for digital entertainment, audio-visual content and music events. This, includes advancing the radio business model towards digital entertainment”
explains Nicolas De Santis, President of strategic consultancy De Santis®
The new brand vision, communicates the renewed vision for digital entertainment and includes a major change in name, which becomes LOS40. The word ‘Principales’ is being dropped because LOS40 is so much more than a TOP 40 list. The new brand logo for LOS40 is a multicolour ribbon effect and symbolizes the connection between cultures, diversity, global music and entertainment without borders, representing the brand’s true international presence. The ribbon also suggests connecting and bonding between different generations, who together, enjoy music, content and events.
“LOS40 is our most international music radio brand with a presence in 11 countries and with great potential for development and growth globally in musical entertainment. In view of the huge generational changes in the way our consumers listen to music, radio and content, we have developed a new strategy that focuses on expanding our digital scope, creating new and innovative content to meet our users’ needs at all hours and times of the day”
says Andrés Cardó, CEO of PRISA Radio.
According to Sandra Rotondo, head of Music at PRISA Radio:
“As leaders, we are required to develop a new strategy towards a more digital and modern brand; one that will win over new audiences and consumers and be more attractive to our advertisers. De Santis® have been a great partner in advancing our business model and devising our transformation to digital”.
A NEW MISSION – LOS40’s NEW MISSION: MUSIC INSPIRES LIFE
LOS40, is convinced that music and entertainment are a crucial part of our lives. And the new mission, “Music Inspires Life” aims to promote the power of music to create positive change in the world.
“The word ‘music’ comes from the Greek Muses, the Greek goddesses who inspired the arts, with music as a coherent combination of sounds and silences based on fundamental principles of melody, harmony and rhythm. MUSIC INSPIRES LIFE reflects the origin of the word and the critical role of music in our lives as an element of inspiration and emotional reflection”
said Nicolas De Santis, CEO of De Santis®.
ABOUT LOS40 AND PRISA RADIO
With a presence in 11 countries, LOS40 is the world’s leading music radio brand of PRISA Radio. In recent years, the network’s digital and social media growth worldwide has shown the enormous potential for the brand as a music and entertainment platform. In Spain, it has reached 1.8 million unique users per month (PC and mobile). Internationally, it has a social ‘influence’ of 21.5 million followers, with nearly 4 million in Spain and 18 million in Latin America. LOS40 is also a leader in the production of musical events, with more than 800 annual events and 5 million spectators a year. PRISA Radio is the world’s largest Spanish-language radio broadcasting group with with nearly 28million listeners, 8 million unique users online (comScore) and more than 1,250 stations, either directly owned or associates, spread out over twelve countries.