Before the show finds its stars, someone has to convince people they matter. That was the job on La Banda. I led the YouTube digital strategy, building content around the contestants and the format, leaning into the music, creating recurring franchises with the show’s digital hosts, and expanding the story across platforms and partner divisions. The goal was simple: turn viewers into fans, and fast. It worked. In under three months, the YouTube channel hit 300K subscribers and millions of views, the show was renewed, and the contestants went on to become CNCO (which, safe to say, worked out). The first video breaks down the strategy the rest are a few highlights of content.