Reggaeton artist Daddy Yankee has partnered with vertical media studio aTwist and Visa on La Postal: Written in the Dance, an original microseries filmed in Puerto Rico to promote his new album.
The series will be released on Daddy Yankee’s YouTube channel and on aTwist on Nov. 3. It is designed as a cinematic extension of his album “La Postal,” which was released on Oct. 30, and will showcase the island’s culture, music and dance traditions.
Storyline and setting#
“Written in the Dance” centres on a high-stakes dance competition that breaks out across Puerto Rico. Two former lovers, now with other partners and competing on rival dance crews, reunite during the contest.
Daddy Yankee said the project draws on the telenovela tradition and carries the album’s world into a new format.
“Telenovelas have shaped how generations of Latinos experience stories of love,” Daddy Yankee said in a statement. “With ‘La Postal: Written in the Dance,’ I wanted to embrace that tradition and bring it into a new format using music and dance. This microdrama brings the world of my new album, ‘La Postal,’ to life through a love story set in San Juan, featuring original choreography and an incredible team of young local talent from Puerto Rico, dancers, actors and creatives who brought their energy and passion to the project.”
Release details#
- Series: “La Postal: Written in the Dance”
- Release date: Nov. 3
- Platforms: Daddy Yankee’s YouTube channel and aTwist
- Companion album: “La Postal,” released Oct. 30
- Filming location: Puerto Rico
Additional content on aTwist#
Extra material will be available only through aTwist. It includes a behind-the-scenes look at the making of the microseries and an interview with Daddy Yankee.
The vertical media platform aTwist launched on Sept. 3. It is led by Rovner, an alum of Warner Bros. Television and NBCUniversal, and by Jana Winograde, a former senior executive at ABC and Showtime.
Partner statements#
Rovner, chief creative officer of aTwist, said:
“The most exciting opportunities in entertainment today come from finding new ways to bring creative visions to life. With Daddy Yankee’s La Postal, we’re creating more than a companion piece to an album, we’re building a cinematic storytelling experience that allows fans to enter the world behind the music.”
The deal is also an example of a major advertiser using alternative platforms to reach a targeted audience.
Miren Vicente, head of marketing for Visa Latin America and the Caribbean, said the company’s ProMove campaign links culture and commerce.
“Music has always been a catalyst for connection: artist to listener, fan to friend, community to community. Visa brings that spirit to life, connecting fans to the experiences, passions, people and moments they love. With our ProMove campaign, we’re merging culture and commerce to make financial empowerment feel relevant, accessible and real,” said Miren Vicente. “We’re proud to partner with Daddy Yankee and aTwist to meet the moment and deliver an experience with real value, one that reaches fans wherever they are and moves them in ways only music and culture can.”
Jana Winograde, who is chief executive officer (CEO) of aTwist, described the collaboration in similar terms.
“This collaboration with Daddy Yankee and Visa represents the evolution of microseries within the entertainment landscape. Artists, creators and brands are seeking new formats and platforms that bring their vision to life for their fans. This collaboration demonstrates the unlimited potential for microseries to become a powerful part of entertainment franchises and brand storytelling.”
