Case Name :      Calle 13: The Urban Band Route to Fame

Authors :           Valerie Rivera Lozada, Victor Quinones

Source :             Ivey Publishing

Case ID :            W13489

Discipline :        Marketing

Case Length :    14 pages

Solution Sample availability : YES

Plagiarism : NO (100% Original work)

A Latin-based urban music ensemble, Calle 13, shapes its art form to redefine the rap/reggaeton scene that is predominant in Latin America. This redefinition includes political and social backlash towards the leaders of various countries, including the band members’ homeland of Puerto Rico. While the group’s political and social criticism results in some welcome exposure for the musicians, it also results in cancelled shows. The group wants to expand its market, and the members must decide how to proceed: Should the band shed its controversial image in an effort to gain a broader degree of public acceptance? Should it maintain the current style, provoking and delighting listeners with its sometimes scandalous antics?