Daddy Yankee Partners with aTwist and Visa for Original Microseries to Promote His Album ‘La Postal’

Global reggaeton star Daddy Yankee has joined forces with vertical media studio aTwist and Visa to launch an original microseries “La Postal: Written in the Dance” to promote his latest album. The microseries will be released on Daddy Yankee’s YouTube channel and on aTwist on Nov. 3.

The series is designed as a cinematic extension of Daddy Yankee’s new album, “La Postal,” which was released on Oct. 30. It will be filmed in Puerto Rico, showcasing the island’s culture, music and dance traditions.

“Written in the Dance” revolves around a high-stakes dance competition ignites across Puerto Rico, where two former lovers — now with other partners and battling on rival dance crews — reunite.

“Telenovelas have shaped how generations of Latinos experience stories of love,” Daddy Yankee said in a statement. “With ‘La Postal: Written in the Dance,’ I wanted to embrace that tradition and bring it into a new format using music and dance. This microdrama brings the world of my new album, ‘La Postal,’ to life through a love story set in San Juan, featuring original choreography and an incredible team of young local talent from Puerto Rico, dancers, actors and creatives who brought their energy and passion to the project.”

Along with the series and new album, there will also be additional content available only through aTwist, including a behind-the-scenes look at the making of the microseries, including an interview with Daddy Yankee. The vertical media platform aTwist launched on Sept. 3 and is led by Rovner, an alum of Warner Bros. TV and NBCUniversal, and Jana Winograde, a formerly senior executive at ABC and Showtime.

“The most exciting opportunities in entertainment today come from finding new ways to bring creative visions to life,” said Rovner, chief creative officer of aTwist. “With Daddy Yankee’s La Postal, we’re creating more than a companion piece to an album — we’re building a cinematic storytelling experience that allows fans to enter the world behind the music.”

The Daddy Yankee deal is another example of a major advertiser embracing alternative platforms to reach a targeted audience.

“Music has always been a catalyst for connection: artist to listener, fan to friend, community to community. Visa brings that spirit to life, connecting fans to the experiences, passions, people and moments they love. With our ProMove campaign, we’re merging culture and commerce to make financial empowerment feel relevant, accessible and real,” said Miren Vicente, head of marketing for Visa Latin America and the Caribbean. “We’re proud to partner with Daddy Yankee and aTwist to meet the moment and deliver an experience with real value, one that reaches fans wherever they are and moves them in ways only music and culture can.”

Winograde, who is CEO of aTwist, echoed Vicente’s sentiment.

The company’s “collaboration with Daddy Yankee and Visa represents the evolution of microseries within the entertainment landscape,” Winograde said. “Artists, creators and brands are seeking new formats and platforms that bring their vision to life for their fans. This collaboration demonstrates the unlimited potential for microseries to become a powerful part of entertainment franchises and brand storytelling.”