Fuerza Regida and Evoke Redefine the Album Drop with 111XPANTIA LIVE on TikTok
Fuerza Regida just set a new standard for what an album rollout can look like in 2025. On May 1st, the group went live on TikTok for a 2.5-hour broadcast called “111XPANTIA LIVE,” and it wasn’t your typical livestream. It was part concert, part merch drop, part cultural reset—an all-in-one digital takeover that pulled in over 200,000 viewers, sold nearly 2,000 physical albums, and generated more than 10 million impressions around the world.
Backed by the Latina-owned agency Evoke Creative, the campaign was a first-of-its-kind collaboration that blended content, commerce, and community. From creator interviews and surprise reveals to a headline set from Fuerza themselves, it was all designed to give fans more than just a show, it gave them access. TikTok’s new shopping feature let fans buy exclusive merch right there in the app, including a custom box set that sold out faster than expected.
The rollout wasn’t just slick—it was strategic. It leaned into the raw buying power of Latin audiences, especially young men, who made up the majority of purchases. In fact, one out of every four dollars spent on TikTok Shop in the U.S. now comes from Latinx users. By launching this kind of campaign on TikTok, Fuerza Regida didn’t just drop an album, they helped reshape what the future of fan-driven music sales looks like.
To keep the momentum going, Evoke Creative also launched an Instagram Broadcast Channel that pulled in 75,000 followers within the first 24 hours. It was just another move in a rollout that blurred the line between performance and product, proving that when you know your audience, you don’t need a stage—you just need a signal.
Michael D. Monroe
Founder and Editor-in-Chief, Contrast Magazine. michael@contrastmag.us
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