From Argentina to Spain, conquering every city she performs in. Last January, Emilia Mernes announced she would be coming to Spain with her new tour, the ".mp3 tour," and so far, the success has been absolute.
A Coruña, Murcia, and Granada have already experienced what an Argentine concert is like, but they won’t be the only ones. Until July 18th, five more cities will have the fortune of hosting one of the biggest names in the current music scene.
Dates and cities where Emilia will perform:
- Marbella, Starlite - July 4, 2024
- Madrid, Wizink Center - July 6, 2024 - SOLD OUT
- Algeciras, Plaza de Toros - July 12, 2024
- Barcelona, Palau Sant Jordi - July 14, 2024
- Valencia, City of Arts and Sciences - July 18, 2024
The success of her latest album ".mp3" has been the final push her rising career needed. But how did this 27-year-old become one of the leading figures in global urban pop?
For the new (and not so new), who is Emilia Mernes?
Emilia Mernes was born on October 29, 1996, in the Argentine city of Nogoyá. With a childhood marked by music, at 18, she decided to study Social Communication at the University of Buenos Aires. Meanwhile, she began posting covers on her social media, catching the attention of the Uruguayan band Rombai, which she joined as a vocalist in 2018.
A year later, Emilia decided to pursue a solo career. “Recalienta” was her introduction, a cheerful reggaeton track that largely reflects the urban style she has maintained over the years to this day. Since then, she has released two albums and many hits, including collaborations with stars like Duki, Darell, and Aitana.
Reliving the 2000s: The innovative proposal of .mp3
The innovative proposal of .mp3 Emilia’s childhood took place during the first decade of the 2000s. She also experienced the process of choosing songs, downloading them, and creating playlists on her MP3 device. A whole ritual that has been displaced by new, more agile, and convenient streaming services. But nostalgia is strong. And trends always come back.
The release of her second album ‘.mp3’ is a tribute to the sounds of the 2000s. Pop, R&B, dance, and hip-hop with modern rhythms are combined in the 12 tracks that make up the album. Additionally, each video clip is inspired by the distinctive Y2K aesthetic of that era.
The album’s success is better understood by knowing some of its collaborations, as Emilia is joined by Nathy Peluso on “JET_set.mp3,” Tini on “La_Original.mp3,” and Ludmilla and ZECCA on “No_Se_Ve.” Female presence in songs that already exceed - separately - 100 million streams on Spotify.
Emilia and social media: A powerful alliance
She gained fame on social media and has made it her perfect ally. Nearly 9 million followers keep up with her daily life on Instagram, where she mainly posts a mix of concert reels, video clips, and work-related images.
On TikTok, more than 8 million people enjoy the more personal side of the Argentine artist on a platform she has mastered. Her ability to create engaging and viral content has made her one of the most influential artists on the platform.
TikTok, the digital catapult for artists
@emiliamernes detras del humo no se veeeee 💨👀😂 @ludmilla ♬ No_se_ve.mp3 - Emilia & LUDMILLA & Zecca
In recent years, unknown artists have shot to fame thanks to songs that have gone viral on TikTok. The Chinese social network has revolutionized how music is composed.
Now, it’s not just about the lyrics and melody. Questions like: Is the melody catchy? Does it have an appealing chorus? Is it danceable? Can it create a trend? If the answer is yes, then you might be cooking up a potential hit.
This is something Emilia knows very well. The process is simple: she posts a preview of the song and turns it into a trend with a dance. If the video goes viral, the audience anticipating the release expands beyond her fans. And all without a single euro of investment.
This strategy has made her clips of “No_Se_Ve.mp3” approach 100 million views, not counting those of other users who followed the trend. The same strategy applies to “GTA.mp3” or “La_Original.mp3,” with lower but still millions of views.
This is not an isolated case. TikToker Lola Lolita explained on the show El Hormiguero that major record labels directly contact content creators to promote new artists’ songs.
From MP3 to DVD, Emilia launches her new track “La_Playlist.mpeg”
If the tactic works, why change it? On June 20, just before starting her tour in Spain, Emilia released “La_Playlist.mpeg,” a new song that maintains the essence of her latest album and is also a time travel experience.
From the success of the MP3 format to the revolution of the DVD. The Argentine artist’s latest track kicks off her new project, with the characteristic initials of the disc format and where nostalgia for the first decade of the 2000s remains the fundamental pillar.
MP3 Players: Vintage and relevant
The nostalgia reflected in the .mp3 initials is not anecdotal. The MP3 player is still a widely used product - though not as much as 10 years ago - among those who still cling to old technologies or, on the contrary, see these devices as vintage objects.
Despite potentially conveying a sense of discomfort and antiquity, the reality is that it is an ideal option for listening to music without an internet connection or mobile devices. They are perfect, for example, for exercising without distractions.
Although we might remember the annoying wires, MP3s have evolved significantly, with examples like Energy Sistem devices. With Bluetooth connection, sound quality, up to 128GB of storage, and an SD card slot. You can find them all by clicking here.
The past can be an endless source of inspiration, and Emilia has come to remind us of that. Her concerts are an explosion of energy that will tour Spain until July 18. If you want to experience it, don’t relax. There aren’t many tickets left!