More Than Words (MTW) entertainment marketing agency, founded in 2018 by Diana Dotel and Matt Ferrigno, is unique in that it specializes in brand partnerships for Latinx artists, many of whom have become global superstars in recent years.
Last year, MTW successfully continued to work with artists and brands amid the pandemic, executing more than 30 partnerships and programs. These included Bad Bunny’s apparel collection with Adidas and Amazon Music’s first Latin podcast, “En La Sala,” hosted by Becky G and Evaluna Montaner. The agency also collaborated with HBO Max on the launch of its new Pa’lante! initiative and its pop-up House of Bachata activation.
Additionally, MTW was recently named the first-ever culture agency of record for Patrón tequila. In this new role, MTW will bolster the company’s cultural brand strategy and help build authentic connections with its audience.
XLIVE caught up with MTW co-founder Diana Dotel to discuss the agency’s new role as Patrón’s culture agency of record and how the pandemic has affected the brand partnership landscape.
XLIVE: Congratulations on a record-breaking 2021! How did you adapt and work to continue supporting Latin artists despite the circumstances of the pandemic?
Diana Dotel: I think the pandemic caused all of us to stop and slow down. I always look at adversity and try to find the underlying opportunity. So with the pandemic it allowed me to spend more time immersing myself in the branding side of our business and less on the live side. I was able to create opportunities for Latin artists that were impactful, from live stream performances to podcasts.
XL: How has the pandemic changed the landscape of brand partnerships?
DD: It shined a brighter light on a side of the business that has typically been a side, not the main course. But with the pandemic halting shows, branding became not only a core revenue driver but a unique tool in keeping artists relevant and top of mind.
XL: As the new culture agency of record for Patrón, how will MTW connect the brand with new and existing audiences — particularly the younger generations of fans (21+ of course)?
DD: Staying true to the brand. It’s the #1 premium tequila, so our partnerships have to align with the core values of what creates greatness and the dedication to perfection.
XL: What are you most excited for or looking forward to with your new partnership?
DD: I'm looking forward to many things we are doing with them in music and beyond. For me personally, I’m looking forward to expanding the brand’s connection to Latin music and how we do that in an impactful and authentic way. PATRON is still handmade in Jalisco, Mexico, so the brand is steeped in Hispanic culture.
XL: How is MTW approaching the metaverse and digital engagement/activations? Will digital be a key part of your strategy moving forward?
DD: We believe in the space and have been quietly setting up our chess pieces while we learn as much as possible. It will definitely be a big part of what we are trying to accomplish with artists and brands that we work with. We love the NFT space and think that it can also play a really unique role in live events like tickets for concerts and how there can be added value. It's really exciting to me.
XL: Along similar lines, what is your take on what the future of events and fan experiences will look like?
DD: Covid taught us that we love community, and we love enjoying shows together IRL. Yes, there is a huge space for virtual shows, but we’re going to return to a lot of the same habits and enjoy the simplicity and beauty of live music. I do think that there will be a standard that almost all festivals will be streamed.