Taking Spanish music global

How Sony Music Spain is sharing Spanish music across a global audience with high-quality English subtitles

https://www.youtube.com/watch?v=_1z8gqtyUOQ

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World-renowned Sony Music Spain trusted VeraContent with creatively translating a Spanish song into English while accurately capturing the artist’s unique personality and nuanced lyrics.

Sony Music Spain asked VeraContent to translate well-known Argentine artist Nathy Peluso’s single, Emergencia, into English and create the English subtitles for the music video—released for the launch of Playstation’s “Horizon Forbidden West” video game.


2

linguists

3-day

turnaround

+3 million

views in the first month


The Challenge

Due to Nathy Peluso’s complex song lyrics, previous translations of her music struggled to capture her vision as an artist. This was the main challenge that Sony Music Spain had when coming to VeraContent.

Translating the song, Emergencia, was a highly complex process with several components to keep in mind. We needed to accurately capture the meaning and nuances of the lyrics, as well as the artist’s personality and voice. The translation was also used as subtitles that had to fit within the context and space of the music video, making this even more challenging as the words should complement the images on the screen.

As Luis Ángeles, video commissioner at Sony Music Spain, says, “It’s not only the translation of mere words but of a stylistic universe in the form of ‘poetry’ that is synthesized in a text.”

Lyrics also don’t follow proper language standards, conventions, spelling and grammar. In Emergencia, the artist uses a lot of slang and Spanglish. For example, "llamada di emergencia'' replaces "de" with "di", and Nathy Peluso pronounces “emergencia” in a mix between English and Spanish. These all needed to be translated while still keeping the song’s flow and capturing the subtleties, accents and intonations that reflect the artist’s character.

In addition, the lyrics in Emergencia also refer to idioms in the Spanish language that needed to be appropriately conveyed in English—without necessarily trying to force an equivalent expression into the text.

Our solution

Before translating the lyrics, we were given access to the video pre-release to help us better understand the concept and Nathy Peluso’s vision for the song. It was important that the subtitles reflected the context of the music video.

Since this project required a more in-depth creative process, we had two linguists collaborate on the first draft of the song translation. The linguists selected were highly creative and familiar with the artist's music. By already being familiar with Nathy Peluso’s full discography, style and back story, we quickly got into her character to create lyrics she would have written herself had she been a native English speaker.

We then also asked some of our native Spanish linguists to contribute to the translation by further explaining nuances and expressions tweaked in the source text for creative purposes.

After finalizing the English translation, we then created the subtitles and adapted them to an SRT file, which is what enables subtitles on the final video. This entire process was completed in only three days from start to finish.

Sony’s story

Sony Music Spain is the Spanish home of global record label Sony Music Entertainment. Local Spanish artists under the label include Nathy Peluso, Rosalía, Amaia Montero, Dani Martín, India Martínez, Joaquín Sabina, Joan Manuel Serrat, C Tangana, Malú and Melendi, among others.

In addition to music production and representation, Sony Music Spain also distributes their artists' music on a global scale. Songs from Spanish-speaking artists like Nathy Peluso and Rosalía transcend cultures and borders, attracting an international audience. Because of this, Spanish music is playing an increasingly important role in the global music market—particularly in the U.S.

So, it’s a key priority for Sony Music Spain to keep the connection alive between Spanish artists and their international fans. The English translation of the lyrics is one of the first bridges to making a global Latin artist known to a non-Spanish speaking world.

"

VeraContent is the only translation solution we’ve worked with that could accurately adapt the Spanish lyrics into English while capturing all the nuances and context of the song—and also reflecting the artist’s unique voice, writing style and power.

Luis Ángeles

Video Commissioner at Sony Music Spain

The outcome

After a highly collaborative process, we produced an English translation of Emergencia that captures the same meaning, emotions and story conveyed in the original version. Our translation remained faithful to the artist's independent, fearless and powerful personality and reflected her original vision for the song.

One particular line that we’re extremely proud of is the translation of “He perdido mis anillos en el batalleo” to “I got my hands dirty in the daily grind.” The original lyric refers to the expression “caerse los anillos,” which essentially means doing the dirty work to get the job done. But, it also implies that the “dirty work” you're doing is below your “rank” and thus your “rings have fallen off.” We were happy to maintain some kind of visual reference to hands since the original line conjures up images of regal rings falling off someone's fingers.

The Emergencia music video was released on YouTube on 18 February 2022 and had nearly 3.4 million views and 122 thousand likes in its first month.


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Connecting with students worldwide

How IE University uses an effective content strategy to optimize their student journey

IE University

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Top-ranking international university, IE University, trusts VeraContent with a multitude of English content creation projects.

Since 2017, we’ve been working with IE University, fostering a solid relationship with their marketing teams. Thanks to our long-standing partnership, we’ve successfully collaborated on a variety of projects. Two of our most recent collaborations have involved developing a workflow and creating content for their blog, Uncover IE, and for a program brochure standardization project.

Many of our projects with IE University are ongoing, but two highlights of working with them so far include:


800

visits to the Uncover IE blog every week

30

articles produced in two months thanks to an efficient workflow

32

brochures produced over eight months


The Challenge

IE University attracts a diverse range of students—not just in terms of nationalities, but also in levels of professional experience, industry backgrounds and professional needs. Their challenge comes in providing content that speaks to all students, no matter their background.

To better connect with all prospective students, they needed to streamline their student journey—ensuring that their academic offering is clear to their diverse target audience. This would involve consolidating a singular, transversal tone and personality that communicates to all prospective students in the same way, while allowing them to find the best program area for their needs and goals. 

Our solution

In the process of creating a more student-centric, unified approach to their content strategy, we have assisted IE University on two key projects:

Program brochure standardization project

Uncover IE blog

Thanks to our long-standing relationship with IE University, we’ve built a strong connection with their marketing team. “We’re at that point in our relationship where we’re already saying what’s on each other's minds,” says Alejandro Pedroche, senior marketing manager at IE University.

One of the main reasons they continue working with VeraContent is because we provide them peace of mind and confidence that we’ll get things done. Each project that we tackle with IE University involves collaborating with their internal marketing teams and designers—and they trust us enough to interact directly with the various parties involved.

We have assisted with getting both projects mentioned above off the ground—from fine-tuning the strategy to establishing effective workflows and managing the content production.

Program brochure standardization project:

This ongoing project involves developing a new style of brochure for the university's programs. All brochures follow the same structure and uphold a cohesive, consistent transversal tone. Along with setting up the workflow and helping to create the program structure, we write the brochure content, offer feedback on the design of the brochures and work to update brochures as needed over time.

These topics were quite technical, so each article needed to be written by someone We collaborated with their various marketing managers and the design team to create the set format and tone guidelines, as well as ensuring that the focus of each program is accurate.

Uncover IE blog:

Targeting current and prospective students, the Uncover IE blog launched in April 2021. The blog is a form of inbound marketing, contributing to the student journey by providing helpful information about the university’s academic offering, including how to apply, why their programs are valuable, and where their programs can lead students.

We helped set up the blog guidelines, providing insights and recommendations for the tone, style and personality of the content to give the blog a consistent, unified voice. We also helped build an efficient workflow from scratch, allowing us to submit 30 engaging and informative articles in just two months.

We continue to create high-quality content for the blog as part of our ongoing collaboration on Uncover IE.

IE University’s story

IE University is one of the top international universities based in Spain, with locations in Segovia and Madrid. There are over 130 nationalities represented in their classrooms, with a global alumni network of over 60,000 professionals.

Recognized worldwide, they are renowned for their thriving student community, innovative learning methodology, entrepreneurial spirit and humanistic approach to education.

The university offers undergraduate, post-graduate and executive programs in seven different areas, including Business & Management, Marketing, Communication & Sales, Design & Architecture, Finance, Economics & Trade, Law, International Affairs & Public Policy, Technology & Data and Leadership & Talent Development.

"

It has been great to have specific intelligence and strategy behind our content generation.

Alejandro Pedroche

Senior Marketing Manager at IE University

The outcome

After several years of working together, we feel very much a part of their team, and they appreciate and value our input, feedback and transparent communication.

We continue to grow our collaboration with IE University, working on more projects. “I think this shows a lot of the confidence that we have in VeraContent in terms of managing these kinds of projects,” says Alejandro.

Program brochure standardization project:

So far, IE University has received great feedback on their updated program brochures from their internal departments and students. Everything is structured in the same way, making navigating content across departments a lot easier.

Thanks to the clear, coherent structure and workflow developed, we can apply the same format to brochures for new programs. The standard format is something that IE University can continue using, allowing them to maintain a clear academic offering and optimize their student journey.

Uncover IE blog:

The Uncover IE blog now gets about 800 organic visits per week. We’ve focused on creating high-quality, extremely relevant content that the students want to read. Every piece of content is well thought out, SEO optimized for specific keywords and links to other content on their website—ensuring that everything is connected and encourages readers to keep on reading.


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Check out the work samples below, and click here to see more.

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Spotahome

Conquering the global real estate market

How Spotahome used SEO-optimized content to conquer the global real estate market—and its clients’ hearts

Spotahome

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Global real estate platform Spotahome trusts VeraContent to help optimize its communication with local audiences across Europe—in six different languages.

We provide SEO-optimized and localized content for the platform’s website, plus sales and marketing materials in English, Spanish, Italian, German, French and Portuguese. Our work has helped Spotahome to boost search traffic and gain loyal customers in local markets.

After just three months of working with VeraContent, Spotahome saw these results:


30%

increase in traffic to sections of the website tailored to landlords

6

languages with higher-ranking SEO keywords

30

landing pages in 3 weeks, produced in collaboration with 12 linguists across Europe


The Challenge

As Spotahome expanded rapidly across 11 European cities, so did its need for multilingual content. Now all of its external communications are carried out in six languages: English, Spanish, Italian, German, French and Portuguese. That includes all of its web content, sales and marketing materials, and customer interactions. 

According to Spotahome’s Brand and Communications Manager, Melissa Lyras, “The biggest challenge of working across European markets is the complexity of managing content in different languages.” 

That’s why Spotahome works closely with a multilingual content and localization agency that understands its business and unique terminology. This makes it possible to effectively convey the intended meaning of its content in each and every market.

Our solution

Spotahome enlisted VeraContent to localize and create SEO-optimized website content in all six of the languages it works with.

Mauro Agatone, SEO Specialist at Spotahome, is in charge of optimizing the company’s massive website for search. He oversees the production of a large amount of multilingual content for blog posts and landing pages.

“I’m a former journalist, so I always think a lot about content, and I know from experience how important it is for optimizing a website,” Mauro says. “You can have a sleek design and an amazing product, but if your content is full of grammar mistakes, it’s bad for Google and even worse for users. They’re not going to come back.”

That’s just one reason Spotahome chose to invest in quality localized content. Another one was SEO: “When looking for an apartment abroad, a lot of people search in the language of the market they’re moving to, because they don’t expect real estate websites to be in English,” Mauro said. 

This means Spotahome needs to translate SEO-optimized content into the local language as soon as it enters a new market—to attract traffic from both landlords, who tend to be local, and tenants, who tend to be international.

For a recent project, Spotahome wanted to target landlords with more focused content. They decided to create several articles to answer questions like “How much is my rental property worth?” and “What can I do if my tenant stops paying rent?”

These topics were quite technical, so each article needed to be written by someone familiar with local rental laws and the economic situation in each market.

Mauro decided to hire VeraContent for this project because it would mean keeping all the content for every language in one place.

Mauro emphasizes that quality content is essential, and it goes way beyond SEO:

“If you land on a website for the first time and see a typo or mistake, you’re not going to send €1,000 to reserve an apartment,” Mauro said. “High-quality content shows people that they’re on a page with professionals behind it.”

Spotahome’s story

A rising star in Europe’s startup scene, Spotahome is an innovative online housing rental platform. By featuring 360º images, videos, and detailed information on each property, it allows users to book remotely with total confidence, eliminating the need for in-person viewings.

Founded in Spain in 2014, the globally minded company has acted like a multinational from the start.

Spotahome’s official language has always been English. This has proved crucial for attracting international talent and reaching its original target audience: foreigners who are moving to a new city to work or study for a month or more.

However, now about half of Spotahome’s tenant users are people looking for accommodation in their own city. Well-ranking, localized content that’s both original and specific to each market has become increasingly important.

Since its founding, the company has raised more than $60 million in venture capital, and now has more than 300 staff members at its Madrid headquarters and regional offices.

"

High-quality content shows people that they’re on a page with professionals behind it.

Mauro Agatone

 SEO specialist at Spotahome

The outcome

After just three months of working with VeraContent, Spotahome saw a 30% increase in traffic to sections of the website tailored to landlords. It’s also now ranked higher for several of its target keywords in all six languages.

“For me, it would be a lot more work—and practically impossible alongside my technical SEO tasks—to hire local freelancers for each language,” Mauro said. “The people at VeraContent know what I want, they’re very clear in their communication, and the content they produce is perfect in every language.”


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Check out the work samples below, and click here to see more.

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Signaturit

Speaking to local B2B audiences

How Signaturit is using thought leadership to expand its digital signature business to new European markets

Signaturit

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Signaturit has positioned itself as the leading digital signature company in Europe by producing informative and well-researched content.

When the in-house team can’t meet all the company’s content needs, they turn to VeraContent for help with creating and localizing reports, blog posts and client stories in English, Spanish and French.

Since hiring VeraContent, Signaturit has accomplished quite a bit:


1000+

followers on its new French LinkedIn page

2x

revenue in 2019

#107

on The Financial Times’ list of Europe’s fastest-growing companies


The Challenge

Signaturit has already managed to establish itself as the most important player in the digital contract niche in Spain. Now the challenge is taking that success abroad.

Signaturit’s main competitors are in the U.S., but it has a competitive advantage in Europe, where digital contract laws are more protective than anywhere else in the world.

It gathers biometric information such as your digital signature’s trace, the speed at which you write, your location and the type of device you’re using—it even records the amount of hand pressure you use while writing. The result is a signature that’s much more secure than traditional pen and ink.

Even so, one big competitor for Signaturit is plain old paper. Many people are still attached to the idea of physical signatures as proof that something’s real and valid—despite the fact that the digital format offers much more evidence and security.

That’s why educating people through quality content is essential to Signaturit’s success. It aims to help prospects navigate the cultural transition to digital signatures by explaining the benefits of this technology.

By 2019, Signaturit had already placed a strong emphasis on content marketing. Its successful blog contained a lot of legal and technical explanations, which were even used internally to guide employees through complex topics.

The company chose to amplify that strategy by targeting B2B profiles, making thought leadership even more essential to distinguish it as a trusted expert.

Signaturit also began doing more research, prioritizing SEO consistency, being more purposeful in choosing target keywords, and thinking more about the specific words potential customers use at different stages of the funnel. It zeroed in on location and focused on different campaigns for each region—creating a new need for cultural localization.

Finally, the company increased the amount and variety of its content. In addition to blog posts, it started regularly producing client stories, webinars, commercial presentations, paid and organic social media content, landing pages, and occasionally market research reports.  

Signaturit's story

Barcelona-based digital signature company Signaturit came onto the scene in 2013, and has already changed the way thousands of people sign documents.

In the past few years the company has grown exponentially, attracting multinational clients and establishing an impressive portfolio.

The company boasts more than 10,000 clients from 40 countries, including major organizations like EY, Gartner, Decathlon and Manpower. To date, Signaturit has raised over €10 million in venture capital funding and is currently focusing on expansion into France.

One of the keys to Signaturit’s success has been positioning itself as a thought leader in Europe by providing high-quality educational content to its followers.

Our solution

Much of Signaturit’s content is created by an in-house team of linguists. However, sometimes they don’t have enough capacity or the specific expertise to meet all the company’s content needs. That’s when they reach out to VeraContent to produce content in their three working languages: English, Spanish and French.

When Signaturit entered the French market in 2019, it needed a lot of content in the local language—including client stories and how-to videos explaining its software. We helped the company rise to the occasion by working with native French-speaking writers and translators to create exceptional localized content.

We’ve also worked with Signaturit to periodically produce content in different languages as needs arise. For example, we’ve created an original market research report in German and a variety of custom content in Italian.

"

Anyone who works in B2B understands how essential it is to have quality content. It’s not optional—it’s just something that you need to have.

Conrado Lamas

Head of Marketing at Signaturit

The outcome

Since the start of its collaboration with VeraContent, Signaturit has been able to organically attract more than 1,000 followers on its French LinkedIn page in a matter of months; double its revenue in 2019; and earn a spot on The Financial Times’ list of Europe’s fastest growing companies.

Our clients at Signaturit say that working with a content partner gives them flexibility. Otherwise, their team would have to find writers in each language and evaluate their quality. All that production takes time and work: receiving the material, reviewing it, editing it, meeting deadlines. That’s where the value of VeraContent’s services lie.

“We say, ‘We need this, by this deadline, with great quality.’ Boom! The next day we have it. That’s exactly what we need.”


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Popsockets

Popping into new markets

How a localized social media strategy propelled PopSockets to success in Europe

Popsockets

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In 2019, mobile phone accessories brand PopSockets called upon VeraContent to assist in its expansion to European markets.

Our collaboration has allowed the brand to broaden its reach across the continent with localized content for the UK, Germany, France, the Netherlands, Spain, Italy and Poland, helping to drive significant international success.

Working with VeraContent allowed PopSockets to exceed its social media targets for 2019:


100%

growth in followers across European markets

2x

the number of monthly tags on social media in Germany

4x

the number of weekly influencer partnership requests


The Challenge

In 2017, after massive adoption of its PopGrips in the US, Popsockets decided to expand worldwide by opening operations in Europe and the Middle East (EMEA), Asia and South America.

When Pierre-Antoine Colonna joined PopSockets’ EMEA marketing team as social media manager in January 2019, the company had a social presence in the UK, Germany and France. In April of that year, he spearheaded the move into four new countries: the Netherlands, Spain, Italy and Poland.

“We had to do everything from scratch on social media. The US team was already more developed and they could help us on content, but the US is one country—EMEA is made up of many different countries, all with different cultures that we have to create and adapt content for,” he says.

In the early days, they managed to cover localization needs in-house thanks to international team members, but as they expanded into more markets the situation became unwieldy. That’s when they decided to seek out an agency specializing in localization and multilingual community management to manage their social presence and engage with users in each market.

Our solution

PopSockets enlisted VeraContent to create a team of community managers for each European market. We drew on our vast network of trusted collaborators to find capable professionals who know the ins and outs of their own markets—and are skilled content creators. These community managers adapt PopSockets’ campaigns as necessary and run country-specific social media pages. They have regular calls with Pierre-Antoine to report back on trends and users’ reactions to content, providing invaluable insights.

“They take care of the creative copywriting, they engage with the community, but they also give a lot of qualitative insights about the audience,” Pierre-Antoine said.

“I regularly have a call with each of the community managers, and one of my questions is: How did people react when we posted this piece of content, and why? Is there any trend or pattern?”

PopSockets’ story

Mobile phone accessories brand PopSockets got its start when Colorado philosophy professor David Barnett glued two buttons to the back of his phone so he could neatly wrap his headphones around them. That simple idea led to a successful Kickstarter campaign in 2012, which rocketed the company out of his garage and into the mainstream. Today PopSockets’ products have become a staple among smartphone users globally.

Much of PopSockets’ incredible early success was thanks to the fact that its products are “inherently social,” explains Pierre-Antoine Colonna, the company’s Social Media Marketing Manager for EMEA. “People who have tried it love it, and they want to show it. The designs are customizable and can go with your outfit, so it’s really perfect content for social media like Instagram.”

In addition to giving users a strong hold on their phones, the company’s flagship product—the PopGrip—also serves as a kickstand, and can be easily mounted on a support in a car or a desk. The top piece can be swapped to change styles in a second. And because it’s stuck to the back of users’ phones, the PopGrip appears in selfies shared all over social media—even unintentionally. Early adopters included celebrities such as Kendall Jenner, Michael Phelps, Ryan Seacrest and Serena Williams, whose social sharing helped catapult the company to viral success.

For its European headquarters, PopSockets chose Tampere, Finland, the hometown of Kimmo Salmi, general manager for EMEA. Today the company has 25 people working there, with four focused on regional marketing efforts.

"

The feedback I receive directly from the community managers is the best kind of qualitative insight I can get, because they really understand the culture and context much better than I do.

Pierre-Antoine Colonna

EMEA social media marketing manager at PopSockets

The outcome

After a year of working with VeraContent, PopSockets EMEA reached all its yearly targets in 2019. It’s now the second fastest growing region for the brand after the US. Pierre-Antoine credits a significant part of its 100% growth in followers in the main countries to localized content and increased engagement with the audience, thanks to the community managers. In Germany—the brand’s most important country in EMEA—it’s currently tagged in around twice as many pictures a month as compared to January 2019.

An important metric for PopSockets is the number of influencers requesting to partner with the brand. “Today we receive around four times more partner requests a week than we did in January a year ago. This allows us to carefully choose which influencers we collaborate with,” says Pierre-Antoine. One resulting collaboration is a partnership with Barbara Sofie, a Germany-based YouTuber with 1.2 million subscribers, who designed her own custom PopGrip and featured it on her channel.

The effort put into successful social media management has resulted in quality engagement and traffic driven to the brand’s website, which has also contributed to the 200 million items PopSockets sold worldwide in 2019. 


Want to see what we created for PopSockets?

Check out the work samples below, and click here to see more.

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Let’s talk about how we can help you reach your audiences around the world through localized content and social media.