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Process

The promo single for this album was “Livin’ In America” a track about Venezuelan migration to the United States. The theme is one that certainly resonates with the experiences of people from a number Latin American nations that have dealt with such massive outflow. This idea of a broader experience led Alexander to those who came before. Famous musical migrants to the North. The designs kept coming back to Fania Music, the iconic record label known for its promotion of Salsa music.

Results

“Sr. Malanga” was inspired by the golden era of Fania Music designs, particularly album covers for compilations of the “Fania All-Stars”. The reference was reworked, modernized, and adapted to the particular visual language of modern day Venezuelan migration.