Rompe X Amazon Music Featuring FAENNA
Building a social-first artist identity for one of Spain’s most promising new voices
As part of Amazon Music Spain’s ROMPE program, an initiative focused on spotlighting emerging artists shaping the future of Spanish music, Morning Coffee developed and executed a multi-format social content campaign for rapper and singer-songwriter Faenna.
The goal was not simply to promote an artist release, but to introduce Faenna’s universe to a wider audience in a way that felt culturally native to social platforms: intimate, emotionally honest and visually distinctive.
THE CHALLENGE
Faenna was at a key transition point in her career: moving from underground promise to one of the most exciting emerging names in Spain’s new wave of genre-bending rap.
The challenge was to create a campaign capable of:
- Introducing her identity and artistic influences to new audiences.
- Strengthening emotional connection with existing fans.
- Translating her fusion of flamenco, rap and contemporary Spanish culture into platform-native storytelling.
- Building engagement organically, without relying heavily on paid media.
At the same time, the content needed to feel authentic to Faenna’s personality while aligning with Amazon Music’s editorial voice and ROMPE’s positioning as a discovery platform for future talent.
THE APPROACH
Morning Coffee developed a phased social-first content strategy built around four narrative pillars:
- Introduction
- “Who Is…” artist discovery
- Personal storytelling and career milestones
- Hero content
The campaign mixed self-recorded content, interviews, reactive formats and cinematic social pieces to create a more complete portrait of the artist beyond music promotion alone.
One of the strongest performing pieces was a relaxed, personality-driven interview format where Faenna reflected on her influences, career and personal journey in a casual and intimate setting. Instead of overproducing the content, we leaned into authenticity, conversational pacing and social-native editing to make the audience feel close to the artist.
Creatively, the campaign explored the tension between classic Spanish aesthetics and contemporary urban culture, drawing references from flamenco imagery, documentary-style interviews and raw digital storytelling. Concepts developed for the hero content included dual-identity narratives, flamenco-inspired set design and location-based storytelling tied to the artist’s roots and inspirations.
THE RESULTS
Despite February being a low-investment month in paid media for Amazon Music Spain overall, the Faenna campaign became the strongest engagement driver across both Instagram and TikTok.
The campaign generated:
- 254.3K organic impressions
- 6.8K engagements
- 75.6% of all monthly organic engagements across channels
- More than 240 comments driven organically through community interaction and fan conversation.
The TikTok interview alone became the top-performing engagement asset of the month, achieving:
- 138.4K impressions
- 6.4K engagements
- 5.5% engagement rate on Instagram.
The campaign also demonstrated the power of artist reposting and collaborative community management. By actively replying to fan comments and participating in conversations, the content evolved beyond promotion into audience participation and cultural dialogue.
