OBJECTIVE

Tender Loving Empire hired The Syndicate PR team to work the fifth album, Mujeres, from Y La Bamba, a significant work in band principal Luz Elena Mendoza's career. We had to find a way to break new ground for an already critically acclaimed artist that was at a pinnacle of her career and needed to rise to a new level of prominence.

EXECUTION

We premiered the title track for Mujeres at NPR Music who called it "a battle cry against machismo." We worked the album for six months, consistently building the presence of the band and establishing a narrative for Luz and her music. The record existed in the landscape of a national identity crisis, and Mendoza explored what it means to be a Mexican American woman from old stories of heritage and family, tracing history while forging modern Chicana feminism. 

The Syn continued to build the story with the band on the road, securing top-tier regional press and national sessions with KCRW's Morning Becomes Eclectic, The New York Times, Boston Globe, The New Yorker and more along with the booking of Y La Bamba's second NPR 'Tiny Desk Concert'.  Y La Bamba is one of only six bands that has ever performed twice out of the thousands of sessions they've done. We followed this in setting up the fall release of the Entre Los Dos EP.

IMPACT

The press campaign hit every major publication you could imagine, gaining praise from Rolling Stone, The New York Times, Billboard, and Pitchfork, who said, “it’s hard to think of anyone making music that sounds quite like this.” Mujeres debuted at No #2 on the Billboard Latin Album Sales chart and #7 on the Latin Pop Albums chart, Y La Bamba's first top 10 album of her career. Rolling Stone's Suzy Exposito named Mujeres her #3 album of the year. Two years after we began the project, we're still working with Y La Bamba as they perform to the largest crowds of their career in 2020.