Jennifer Lopez and Maluma have just released a pair of singles together: ‘Pa Ti’ and ‘Lonely’, and like a growing number of artists, they unveiled the music videos in a YouTube premiere, yesterday.
However, they also held an afterparty (a #PaTiAfterParty in hashtag form) which saw J-Lo and Maluma chatting about the collaborations, promoting their upcoming movie ‘Marry Me’, and encouraging fans to register to vote in the US.
This is something we’re going to see more of on YouTube: video premieres with an additional Q&A / chat element, whether it’s a livestream leading up to the premiere, or this kind of follow-on.
There’s another element to the J-Lo / Maluma campaign: they roped in one of the biggest TikTok stars, Charli D’Amelio, to kick off a #PatiChallenge on that platform, but also to post a video on her YouTube channel showing her experience appearing in the actual ‘Pa Ti’ music video.
A fun thing: at the time of writing, D’Amelio’s ‘JLo Asked Me To Be In Her Music Video’ video has 1.6m views on YouTube 14 hours after being uploaded, while the actual ‘Pa Ti’ and ‘Lonely’ video premiere has 826k views eight hours after its launch.