MANUEL CARRASCO TRACK BY TRACK
Reimagining album storytelling through social-first worldbuilding
For the release of Pueblo Salvaje, Morning Coffee partnered with Amazon Music to develop a social-first content campaign around Manuel Carrasco’s new album universe.
The project combined editorial storytelling, immersive art direction and platform-native content formats to transform a traditional album rollout into a multi-format social media experience designed for Instagram, TikTok and Amazon Music’s own ecosystem.
Rather than approaching the campaign as standard music promotion, the goal was to build a visual and emotional extension of the album itself, translating the themes, textures and symbolism of Pueblo Salvaje into social content audiences could experience organically across platforms.
THE CHALLENGE
Manuel Carrasco is one of Spain’s most established artists, with a highly loyal audience and a strong visual identity attached to every album era.
The challenge was to create a campaign capable of:
- Expanding the album narrative beyond streaming platforms.
- Maintaining artistic credibility while adapting to fast-moving social formats.
- Building content native to TikTok and Instagram without losing the emotional weight of the project.
- Creating multiple content outputs from a single production day while preserving a cohesive visual universe.
The campaign also needed to support several objectives simultaneously: album awareness, Track by Track engagement, merch promotion, artist storytelling and social amplification.
THE APPROACH
Morning Coffee designed and produced an integrated social campaign inspired directly by the visual and conceptual identity of Pueblo Salvaje.
The creative direction translated the album’s themes of roots, nature, wilderness and emotional introspection into an immersive studio environment using sand textures, dry branches, warm and cold lighting contrasts, projected imagery and traditional Spanish references.
From this universe, we developed multiple platform-native content formats:
- A long-form “Track by Track” editorial interview exploring the meaning and emotional background behind each song on the album for Amazon Music and social platforms.
- “Relatos Salvajes”, a more intimate and playful interview format inspired by conversations around a bonfire, allowing Manuel Carrasco to connect with audiences in a more personal and spontaneous way.
- “GPS Pueblo Salvaje”, a narrative-driven concept where the artist guides audiences through an imagined journey back to Andalucía and his roots, blending poetic storytelling with cinematic visuals.
- Additional merch-focused content and editorial assets designed to integrate organically into the broader album narrative instead of feeling like standalone commercial promotion.
The production was designed to maximize efficiency while maintaining premium creative quality, generating hero content, TikToks, Reels, Stories, editorial audio pieces and Alexa integrations from a single shoot day.
THE RESULTS
The Manuel Carrasco campaign became one of the strongest engagement drivers for Amazon Music Spain during May 2025.
Across five campaign assets, the project generated:
- 550.1K organic impressions
- 20.8K engagements
- 36.8% of all monthly engagements across Amazon Music Spain’s channels.
The best-performing Track by Track asset alone achieved:
- 251.4K impressions
- 11.3K engagements
- 4.5% engagement rate on Instagram.
Audience response centered heavily around emotional connection with the artist and appreciation for the authenticity of the storytelling, with fans highlighting both the music and the intimacy of the format.
The campaign also reinforced the effectiveness of artist collaboration mechanics, reposting strategies and editorial social content in driving community engagement around album launches.
