Promoting measures to prevent COVID-19, save lives and reduce the impact of the pandemic
PAHO and Sony Music U.S. Latin join forces to disseminate messages of hope, well-being and health
Sony Music Entertainment is a global recorded music company with a current roster that includes a wide range of local artists and international superstars. The company boasts an extensive catalog that includes some of the most important recordings in history. Sony Music U.S. Latin, a wholly owned subsidiary of Sony Music Entertainment, is the leading Latin music company in the U.S. and Puerto Rico and home to the most prolific artists in the Latin genre.
In May 2020, with the Region of the Americas emerging as the epicenter of the coronavirus pandemic, the Pan American Health Organization (PAHO) joined forces with Sony Music U.S. Latin and the international advocacy organization Global Citizen to support PAHO's efforts to combat COVID-19 across the Region, to save lives and reduce the impact of the pandemic.
A health promotion campaign with Latin artists to help countries in the Americas strengthen their pandemic preparedness and response
Together, PAHO and Sony Music U.S. Latin collaborated on the virtual concert Made In: Casa #DesdeCasaConMusica to bring music to people at home, while reinforcing messages of social distancing and prevention to help fight COVID-19. Diego Torres, Fonseca, Fito Paez, Lila Downs, Lali and other personalities joined from their homes.
As part of this collaboration, a new version of the song and music video Color Esperanza 2.0 was released with the participation of its original interpreter, Diego Torres, and more than 30 prominent Latin musicians. All the record company's net proceeds from the song's audio and video have been donated to PAHO for perpetuity. In addition, a social media campaign was launched to provide reliable information about the pandemic during the lockdown.
In 2021, to celebrate the first anniversary of the release of the song, another social media campaign, Esperanza 2021: Protégete y protege a los demás [Protect yourself and others], was launched with the participation of five Latin artists: Diego Torres, Kany García, Leslie Grace, Thalía, and Carlos Vives. The lyrics of the song were used to share positive messages of hope, well-being, and health on their social networks, mainly targeting young people. These five Latin artists have more than 30 million followers on Instagram, which helped leverage the campaign and reach out to more people.
This innovative partnership between a recording company, an international advocacy organization and PAHO responds to countries’ emerging health demands, and helps strengthen local health services and ensure the safety of health workers. The funds received to date through this collaboration have also played a critical role in maintaining and expanding the operational capacity of the PAHO Strategic Reserve for Health Emergencies and Disasters center located in Panama, which has been crucial throughout the pandemic and other recent emergencies in ensuring timely access to essential medical and public health supplies, including, but not limited to, medical countermeasures.
With its generous contribution to the COVID-19 response and with artists whose voices reach the general public, Sony Music Latin is a key partner for PAHO, helping to ensure that the countries of the Region of the Americas are much better prepared to face new threats as they emerge.
More information
- Sony Music Entertainment
- Sony Music Entertainment US Latin
- Color Esperanza 2.0
- Color Esperanza: Protect yourself and protect others
- Sony Music Latin and Global Citizen Release New “Color Esperanza” Track to Benefit PAHO’s Response to COVID-19 in the Americas
- Global Citizen, PAHO and Sony Music Latin artists renew their commitment to campaign against COVID-19 in the Americas