“It’s an artistic work whose promotional strategy incorporates an advertising element,” says musician and publicist Mateo Mera as he presents his second musical album, titled *Un jardín para vivir*.
An album that isn't available on CD, but isn't exclusively digital either. A small cardboard box containing ceibo seeds, a biodegradable plant pot, a download code for the songs, and a poster round out this album release, creating an experience that goes beyond music.
“The idea came from a song called *Un jardín para vivir* that I never got around to recording, but the title stuck with me. When I started editing, it occurred to me that I could use it as the title, and I began thinking about how we could present it. When you had a CD or a vinyl record, you could connect with it, whereas with digital music there’s no connection beyond the music itself—that’s why we decided to create something physical,” explains Mera.
With 13 songs available on YouTube, Spotify, or by entering the code on her website, the promotion for this album draws on the lessons Mera learned from the release of her debut album, *Sobre los puentes y las alturas*. “I had already implemented several of the strategies I’m using now for the previous album, and even though I sold every copy I had released, I realized I had to do something different.”
That is why he says that while he has a strategy that includes the release of the music video titled “100,” the launch of the album’s physical format, and a social media plan designed to make the most of each of these initiatives, he sought to “capture people’s attention with an initiative that remained true to the art.”
“It’s an artistic piece with a touch of advertising, because it has the advantage of being different,” says Mera, who never loses sight of the true essence of this project: “What really matters is the music, because once you’ve lived through the experience, the songs are what remain.”