OBJECTIVE:

• Create an authentic reggaeton track to support the animated cinnamoji story.

• Build Cinnamon Toast Crunch brand equity into the track with recognizable melody and ear candy.

PROCESS:

We tapped the artists on our roster with the strongest connection to reggaeton and its production. While elements of it have become a staple of modern pop globally, the genre has its origins in Puerto Rico and the Dominican Republic, with a strong Caribbean influence, most notable in the genre-defining dembow riddim. With the creative teams at EP+Co and CHRLX we put together a reference playlist and parsed out a spectrum of musical direction, ranging from a more 90’s traditional take on Reggaeton to the more modern heavily electronic tracks of today. We assigned these directions to our artists, and produced 15 tracks over the course of a few days.

Result:

The creative team gravitated toward a few tracks initially, then settled on this one written by FSMG artist MAUMAUMAU. Here’s the final product!