Josh Martinez and The Chicharones - Managing Success with "Hi Hey Hello”
Hi Hey Hello by The Chicharones
Josh Martinez and The Chicharones - Managing Success with "Hi Hey Hello”
As the tour manager of independent rapper, producer, and record label owner Josh Martinez, I had the privilege of overseeing the live music aspect of his dynamic career and contributing to the success of his projects, including his work with the acclaimed hip-hop duo The Chicharones. A standout moment in our journey was the breakthrough success of their single "Hi Hey Hello", from the 2012 album Swine Flew.
The Opportunity:
The infectious track "Hi Hey Hello" caught the attention of global tech giant Samsung, leading to an unprecedented partnership. The song was licensed for USD 1,000,000 and became the centrepiece of a Samsung Galaxy S4 campaign. Directed by the renowned Joseph Kahn, the project transformed the track into a short musical film about modern romance, seamlessly blending music, storytelling, and cutting-edge technology.
Campaign Highlights:
A Milestone in Licensing: Josh's negotiation and securing of the licensing deal showcased the immense commercial potential of independent artistry. The collaboration elevated both The Chicharones and their album Swine Flew to a new level of recognition.
Directed by Joseph Kahn: Known for his work with global icons like Taylor Swift and Eminem, Kahn’s vision brought a cinematic flair to the campaign, positioning "Hi Hey Hello" as a pivotal element of Samsung’s marketing narrative.
The Chicharones' Cameos: Josh Martinez and his bandmate appeared throughout the video, blending their presence into the campaign’s creative fabric and connecting fans with the story on a personal level.
Impact:
The partnership between The Chicharones and Samsung became a defining moment in independent music, proving that originality and authenticity can compete on a global scale. The campaign reached millions, not only showcasing "Hi Hey Hello" but also cementing Josh Martinez and The Chicharones as innovators in the industry.
Reflection:
Managing Josh Martinez and witnessing the success of this collaboration was a testament to the power of dedication, creativity, and strategic vision. It was an honour to guide this partnership and celebrate its impact, furthering the legacy of Josh Martinez and The Chicharones.