Ever wondered how the Latin trap scene exploded into a viral sensation? It all began in the mid-2010s, when Latin trap, especially in Argentina, skyrocketed in popularity. Music videos were suddenly racking up hundreds of millions of views, with some even hitting the coveted 1 billion mark.
Enter Anestesia Audiovisual, the game-changer. Founded by Facundo Ballve, the production powerhouse had a bold vision: to elevate trap music through immersive visual experiences. Facundo's journey, from a photography enthusiast to film student, intertwined with rap icon Ysy A's, kickstarting Anestesia's own trap journey.
From there, Anestesia skyrocketed, producing iconic videos like "Loca" by Duki, Khea and Cazzu, which reshaped Latin America's music scene and accumulated 716 million views in 5 years. The family-driven venture, now led by Facundo and his brothers, Nicolás and Antonio, has crafted over 250 productions. This year holds even grander plans, including a landmark project uniting Argentine urban music stars and global expansion.
In an exclusive interview with Benzinga, the Ballve brothers uncovered the secret ingredients that make a music video go viral.
Nicolás Ballve, artistic and executive producer, sets the stage for their approach.
"It's a combination of elements, really. We're witnessing a trend of incorporating choreography, challenges and other interactive elements, but we don't explicitly set out to engineer virality," he said.
Indeed, the team's focus lies in creating compelling content that resonates organically with the audience.
"We believe in creating something that sticks, something memorable," Antonio Ballve, executive video producer and head of production management, explained. "It's not just about making a music video with the sole purpose of going viral. It's about capturing attention and sparking interest."
A prime example of this approach is evident in their collaboration with the mega-popular Argentine singer Emilia Mernes on a recent music video. The concept of using shimmering eye highlights wasn't an intentional viral ploy.
"Emilia brought up the idea of eye highlights, and it caught on. We integrated it into the video and she even added it to some of her lyrics, contributing to a larger trend," Nicolás recounted.
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This blend of authenticity and innovation has been a hallmark of Anestesia's work.
"It's about creating iconic moments – whether through art, choreography, or a distinctive sequence," Antonio added. "We strive to offer something unique that sticks in people's minds, and we've seen instances where what goes viral isn't always directly tied to the music video itself."
Their dedication to fostering conversations and engagement is evident in their projects. For instance, in the production of "Entre Nosotros Remix," each artist was given a distinct narrative thread.
"We wanted to spark discussions, encourage viewers to draw their own conclusions, and create a space for interaction," Antonio explained.
The official music video of “Entre Nosotros Remix” by singers Tiago PZK, LIT Killah, Maria Becerra, and Nicki Nicole, has amassed 381 million views so far.
Another example of this strategy is the more recent “Los del Espacio,” the hit by the supergroup of the same name, comprised of Argentine singer-songwriters Lit Killah, Tiago PZK, María Becerra, Duki, Emilia, Rusherking, FMK and Argentine music producer Big One. The video has garnered 135 million views in just two months.
“The choice of having each member in a unique color, all on their individual stages, was deliberate – it provides a visual identity that people can readily engage with and play around," Nicolás said.
But what makes these ideas spread like wildfire? According to Antonio, it's all about striking a chord with the audience.
"When you create something that resonates with people on a personal level, it naturally gets shared and talked about," he said.
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Image credits: Courtesy of Anestesia Audiovisual
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