Brand Linkups
4 min
Ela Taubert x Banco Falabella
Music, Concerts, and the New Way to Make Banking Relevant
Music, Concerts, and the New Way to Make Banking Relevant
Banks face one of the hardest challenges in modern marketing: how to stop looking like institutions and start feeling like part of people’s lives. Especially for young people, who have an increasingly distant relationship with traditional financial institutions. Banco Falabella understood this. And they chose Ela Taubert to build that bridge.
Banco Falabella joined as a partner of Ela Taubert’s concert, connecting its brand to one of the most culturally relevant moments for young Colombian audiences in 2025. An artist who had just won the Latin Grammy, who fills venues, who has a fanbase emotionally committed to her music. For a bank that wants to position itself as relevant to that same generation, there’s no more powerful platform.
Fintechs and neobanks have gained ground precisely because they communicate in a closer, more cultural way. Traditional banks that want to compete in that space need to show up where their consumers are, in the moments that matter to them, in a way that feels genuine. Music: and specifically concerts by artists with whom that audience has a real emotional connection: is one of the most direct paths to that relevance.
The Ela Taubert x Banco Falabella partnership is an example of the type of partnerships we’ll see growing in the Latin American financial sector in the coming years. The brands that understand this first will have a competitive advantage that is very hard to replicate.
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