The Ask

For more than 20 years, the Latin American Music Conference (LAMC) has grown in prominence to become "The Sundance of Latin music." KRK Systems asked FPO to amp up visibility of their brand as they supported the 22nd Annual LAMC event, and promoted the KRK ROKIT 7 G4 studio monitor to participants. In 2021, the conference was entirely virtual.

The Connector

LAMC is a breeding ground for up-and-coming artists who want to break through to the next level of success. KRK Systems celebrates the musicians and producers with the ganas to succeed, helping them find inspiration to transform their dreams into reality by creating memorable música. The KRK line of professional monitors can help them to get there, as KRK is the brand behind the hits.

The Work

We created a spot that streamed throughout the three-day conference featuring DJ El Dusty, a breakthrough artist who is well known and loved within the LMAC community.

We leveraged the iconic yellow branding on the KRK monitor to tie the brand to the vinyl label of El Dusty's award-winning Cumbia Anthem. In the closing graphic, the tagline Detrás de Los Hits (Behind the Hits) reinforces that KRK is the brand to break through.