Nuevo Culture

The Flo Lab Introduces a Fresh Emphasis on Brand Collaborations in the Music and Entertainment Sectors

The Flo Lab, a New York-based full-service marketing entertainment agency, has announced a new focus on brand partnerships for the Latin music industry. The agency is committed to connecting brands with audiences through music-powered experiences fueled by content, making it the leading agency focused on brand partnerships in the Latin music industry. The agency’s services cover a range of areas, including branded content, concert tours, music video integrations, artist endorsements, and digital media campaigns.

Latin music has been gaining popularity over the past few years, with streaming surges and Latin music revenue growth outpacing the overall U.S. music sectors. This trend has created a force for advertisers to connect with consumers through music. The Flo Lab has positioned itself to take advantage of this growing trend by building a powerful reputation in creating brand partnerships and marketing campaigns for its roster of progressive, established, and emerging artists who push the boundaries of music entertainment, thought, and culture.

The agency has worked with a number of high-profile clients, including global stars such as Maluma, Jennifer Lopez, Rauw Alejandro, Manuel Turizo, and Goyo, and rising music stars such as Leli Hernandez. The Flo Lab has a deep commitment to the Latino community and is invested in the cultural journey of today’s Latino-American consumers. The agency takes tremendous pride in evoking emotional connections between brands and Latino consumers, never losing sight of the under-represented communities struggling to find a voice in today’s America.

Lexi Terrero, Managing Partner of The Flo Lab, expressed pride in the leadership work the agency is doing to empower emerging and signed artists to work creatively with brands that understand the culture and extend their platforms to fuel their stories. Raquel Gonzalez, Senior Vice President of Client Accounts, added that the agency is committed to staying ahead of the latest social trends, creating unique experiences, and creating a path for brands to have meaningful conversations.

The Flo Lab works with brands to help them achieve their objectives in making solid connections to pop culture. Brand clients include Amazon Music, FILA,, Jose Cuervo, Lexus, Spectrum, The Rockefeller Foundation, and others. The agency also works with artists directly, music labels, and organizations, including Sony Music Latin, Universal Music Latin, Walter Kolm Entertainment, La Industria Inc., RichMusic, House of Hits, and Latin Grammys on brand partnerships.

The Flo Lab agency is women-led and a certified minority-owned business with core values of integrity, passion, and teamwork, pushing the culture forward. The agency’s commitment to the Latino community is personified in its work, client trust, and culture code. The Flo Lab specializes in digital marketing, branded content, experiential events, and media relations, helping brands make solid connections to pop culture through music-powered experiences.