“Our instructors are like DJs,” CEO Alberto Perlman says. “We make sure the music programmers and DJs at gyms have the latest music that we are releasing, because it is such a great place to have exposure for emerging and established acts.” But Zumba ups the ante. “The fitness scene has always been a great place to market and expose music,” Interscope Records marketing director Dave Anderson confirms. “Through this partnership, we will create unprecedented brand awareness and an infectious fusion of entertainment and fitness,” WME co-CEO Ari Emanuel said in a statement, underscoring Zumba’s musical ties. As part of the partnership, William Morris Endeavor, a strategic partner of Raine, will work with the company to build the global Zumba brand. In March, Insight Venture Partners, a New York-based venture capital firm, and the Raine Group, a media and entertainment investment firm, made a minority investment in the company – amounting to tens of millions of dollars, according to reports. “It is a great moment for me and for all the artists out there to start to look into these kinds of platforms to promote our music, because it is the business of the future.”ĭon Omar isn’t alone in his thinking. “I see it like, ‘I’m going to have 12 million hits weekly if I post a song with ,'” says Don Omar, whose song “Zumba” is on his recent “Don Omar Presents MTO2: New Generation” (Machete/Universal Music Latin Entertainment). Recently, Zumba signed a deal with Paulina Rubio, whose song “All Around the World,” from her Universal Music Latino album “Brava!,” will be featured in Zumba’s “Party in Pink” campaign supporting breast cancer research. In the past year, the Miami-based company has struck deals with Pitbull, Wyclef Jean and Don Omar, who have all penned songs for the program. Now, Zumba – which focuses its routines mostly on Latin and dance music – is seeking to grow further by capitalizing on its musical base and expanding its relationships with artists and labels.
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