Candelita (Jose Iglesias)
“OMG” Single Release PromotionCandelita (José Iglesias) is a professional athlete turned recording artist, known for blending Latin pop energy with crossover commercial appeal. In 2024, he partnered with MPT Agency to promote his single OMG and expand his presence across the global music market.
His background as a high-profile MLB player added a narrative advantage, merging sports culture with his new music identity.
Campaign Overview
MPT Agency and Candelita executed a full scale international rollout for OMG, supported by global advertising, playlist targeting, PR strategy, and a high profile remix featuring Pitbull. The campaign was structured in three key phases, beginning with algorithmic activation in Latin America, followed by US media expansion, and concluding with a remix driven momentum push.
In Phase 1, MPT Agency targeted major Latin American markets through Spotify, YouTube, and Apple iTunes advertising. Within the first month, Spotify ads reached 9.2 million users and generated 14.9 million impressions, while YouTube campaigns delivered 1.29 million impressions with a strong 51% view rate. Early streaming hotspots included Bogotá, Medellín, and Santiago, leading to 502,255 all time Spotify streams by opening week and a 908.8 percent listener increase.
Phase 2 focused on US expansion through strategic press, radio outreach, and elevated content distribution. MPT Agency secured coverage in Billboard, Forbes, Rolling Stone, and key sports culture outlets. YouTube ads accumulated 2.3 million impressions in the first month, while Spotify streams surpassed 3 million. Radio promotion delivered 3200+ plays across the US and Europe.
Phase 3 introduced the Pitbull Remix, re-energizing the campaign. The remix re-entered charts, regained playlist traction, and reignited global visibility across the US, Latin America, and Europe.
Results
Streaming Growth: Spotify streams surpassed 3 million, supported by playlist placements and strong listener retention across Latin America and the US.
YouTube: Music video views exceeded 4.5 million, with YouTube ads generating 5.3 million impressions and maintaining a 51% view rate.
Chart Performance: OMG charted on iTunes Latin USA for 124 days, peaking at No. 1 twice. It also reached No. 17 on the overall US Music chart and placed in international iTunes categories including Latin Canada (#5) and Latin Germany (#8).
Radio Impact: Over 3200 plays across North America and Europe, including rotation in New York, Miami, Los Angeles, France, Spain, and Venezuela.
Audience Expansion: The remix drove renewed visibility, adding 765K+ YouTube views in the first week and boosting recognition across bilingual and crossover markets.
Playlist Features
Press Features & Interviews
