MUSIC: LADAMA

The Essence

After three years of production across different countries and continents, a group of four virtuosic female musicians and educators are prepared to emerge with flare onto the Latinx Alternative scene with the launch of their debut self-titled album, LADAMA. The members of the group–Lara Klaus, Daniela Serna, Mafer Bandola and Sara Lucas–hailed from Brazil, Colombia, Venezuela and the United States and are masters at using acoustic and electric instruments from their respective countries in a captivating way. Reimagining South American and Caribbean styles like cumbia, maracatu, onda nueva and joropo, and blending them with soul, R&B and pop, LADAMA came together to deliver an infectious, danceable sound rooted in Afro-Latinx styles sure to delight audiences everywhere.

The Approach

Lalaboy PR provided strategic guidance that included research, conceptualization, and execution of a public relations activation campaign to: Establish and cultivate relationships with targeted media outlets within Latino (including Latino Alternative), mainstream, alternative, music and culture/lifestyle outlets that align with LADAMA’s diverse background; Shine light onto LADAMA’s work in the intersection of music and social justice; Created local, and national buzz around LADAMA’s new album; Positioned LADAMA as the new and unique band to be in the lookout for in its genre; Highlighted LADAMA’s workshops and public performances throughout the period under contract; Grew recognition of LADAMA’s unique music proposal as well as highlighting the artists’ versatility and social consciousness.