Music is at the heart of Puerto Rican culture, being the birthplace of reggaeton, salsa and a rich musical history. We used the popularity of artists such as reggaeton legends Jowell & Randy, Zion, trap star Jon Z, Grammy Winners Rawayana and Tiny Desk featured artist PJ Sin Suela to drive social impact. We used their extravagant backstage demands and transformed them into donations, making generosity a headline act and reaching Gen Z through an organic conversation. And all this by tapping into the good will of 7 top Latin artists with over 50 million monthly Spotify listeners combined.