Bomba Estéreo - Soy Yo

About Genero​
​​Genero is the global creative tech platform helping brands produce best practice content with speed, scale and efficiency. Our end-to-end production platform connects marketers with a global network of professional creatives, replacing inefficient manual processes and enabling brands to produce more, for less, without sacrificing quality.

The brief
Hailing from Bogotá, Colombia, Bomba Estereo make electro tropical party beats. Their name is literally a Colombian term for “a really cool, awesome, bad ass party”.

So we were super excited to make the official video for their track Soy Yo, from the band’s most critically acclaimed album, Amanecer.

Bomba Estereo were looking for a creative, conceptual visual which didn’t involve the band being in the video. They left the brief open to all types of treatments, moods, and styles.

The idea
Through Genero, Danish Production Company The Woerks were commissioned for this video. They submitted an idea introducing us to a young and seemingly nerdy girl who acts as if she’s the coolest person alive. She’s uniquely her own and doesn’t care what other people think of her.

The film simply follows her as she walks down the street from the hairdresser to meet her Dad, and the interactions she has with the local community along the way – like crashing basketball games and having dance offs.

The results
Clever casting and locations make this a truly unique video. It went viral almost immediately, and has now reached over 125 million views on YouTube.

The main character played by 11 year old Sarai Isaura Gonzalez, was praised for her performance. Her style and confidence coupled with the empowering lyrics struck a chord with audiences globally. Simon Mejia from the band said “She represents a whole community who are immigrants living in a foreign country, so she’s representing what’s happening in the world.”

The video received coverage across the media landscape including The Huffington Post, Vogue and Billboard. NPR highlighted the success of the video in a radio segment, with the host stating “Since the music video dropped last week…it’s drawn attention — and plaudits — across the world. It’s been called an ode to little brown girls everywhere. A swaggier Little Miss Sunshine. An empowerment anthem.”

Learn more here.