Axis - Culture Magazine - Fall 2013

IN THIS ISSUE

THE POWER OF LATINO CELEBRITIES AND CAUSE-RELATED CAMPAIGNS

MILLENIALS PROFILE

LATINOS AND AFRICAN AMERICANS IN FILM

PLATINUM, POWER AND PANTS

CANT MISS SOCIAL MEDIA AND DIGITAL CONFERENCES

FALL 2013CULTURE

2 the AXIS Agency | cULtURe MAgAZIne FALL 2013

Latino celebrities have higher profiles than ever before. Brands welcome the star power for reaching out to Latinos who many believe, including Forbes, is the the last true growth market. According to a 2012 nielsen report, hispanics are the fastest growing ethnic segment expected to grow 167 percent from 2010 to 2050, compared to 42 percent for the total population. the report also found that hispanics will be the dominant and in many cases the only driver of domestic cPg sales growth.

the importance of celebrities is increasing as the blurring of entertainment and marketing grows and known faces of all kinds are given more attention by consumers. But do the glitter and glamour that stars lend to brands produce sales and brand engagement? can celebrities influence the way consumer spend money? And do they influence consumers more than any other strategy?

the basic idea of the endorsement is pretty simple. People like celebrities. If those celebrities say that they like a product, people will like that product, too. And these days, its nearly impossible to surf the Internet, open a magazine, or watch television without seeing a celebrity selling something, whether its soda, cars, phones, cosmetics, clothing or even insurance. eva Longoria, the star of Desperate housewives, sells LOral Paris hair color, acclaimed actor and activist edward James Olmos pushes Farmers Insurance and Shawn Jay Z carter sells lifestyle with Rocawear, just to name a few.

Many experts say a celebrity endorsement does motivate consumers and ultimately drives sales.

A study by harvard Business School and Barclays capital, the economic Value of celebrity endorsements from July 2011, studied stock price movements and sales figures for brands

with celebrity endorsements and concluded that results show that an endorsement strategy generally leads to increased sales for the brands, both in absolute terms and relative to their competitors. Its conclusion, in general enlisting the help of celebrity endorsers pays off says the report.

And what about the role of social media? Does leveraging social media represent the next evolution for celebrity endorsement and brand advocacy? nearly all social media users believe a company should have a presence in social media which can get the brand into the conversation. Latino celebrities are dominating the social media space one tweet and status update at a time. According to Forbes, Latino celebrities have a total of 600 million followers on twitter and Facebook combined. Atop the list is Shakira who recently hit a record of over 50 million fans on Facebook. there are plenty of other celebrities following the social media trend including Jennifer Lopez, eva Longoria, Sofia Vergara and Juanes.

ListenFirst, a digital analytics company, has found instances where celebrities and the brand themselves post identical content on twitter and the content posted by celebrities yielded much higher engagement than content from the brand. In some cases, celebrity content even generated higher engagement than content posted by a brand with paid media support behind it. Brands recognize this and are hungry for more celebrity engagement that will make their products active in the conversation.

It shouldnt come as a surprise to anyone, in a culture like ours where the media is obsessed with what our favorite celebrities eat, wear and say, that we are seeing so many celebrity brand deals. Its an incredibly effective way for brands to earn media and ultimately motivate engagement.

Armando Azarloza President AXIS

At the cORneR OF cULtURe

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the name Dropper18

Case Study:Saba16

Case Study:Pine-Sol14

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10 12

MILLenIALS PROFILe

PLAtInUM, POWeR AnD PAntS

the POWeR OF LAtInO ceLeBRItIeS In MARketIng AnD cAUSe-ReLAteD cAMPAIgnS

LAtInOS AnD AFRIcAn AMeRIcAnS In FILM

cAnt MISS SOcIAL MeDIA AnD DIgItAL cOnFeRenceS


Most hispanic Americans straddle two cultures: the hispanic one they were raised with and the American one they live in. While that is true for most immigrant groups, the difference for hispanics is that many of them, even those born in the U.S., still strongly identify with their native hispanic culture.

Unlike Italian Americans or german Americans or even Asian Americans who have immigrated to the United States, Latino Americans tend to keep their cultural connections, instead of joining the so-called melting pot of America. Instead of assimilating into U.S. culture,

hispanics are adding American ways to their traditional heritage and culture. culture, for many U.S. Latinos, is tied to their self-identity. Most culturally connected hispanics never consider themselves to be from the U.S. only, with at least three-quarters maintaining either some or full hispanic identity first before their U.S.-centric identity.

And while some marketers realize the importance of that connection, there has been no standard way to measure it, and apply it, for different demographic groups of hispanics.

By: tania Llavaneras

MILLenIALS PROFILe


When it comes to social interactions, vs. non-hispanic millennials, hispanic Millennials say

they love introducing people to each other (108 index)

they have many acquaintances from all walks of life (108 index)

Desire quality social relationships and activities offline (128 index), especially group activities with those outside the family

they leverage new technology & social media with ease & efficiency to connect to their key passion points:

Access relevant entertainment: watch video content (112 index) or download movies (142 index)

Socialize & meet people (104 index)

Share experiences, reviews & opinions with others (112 index)

Follow events in home countries (142 index)

hispanic millenials are more likely to:

experiment with new clothing styles (115 index) and change brands often for variety and novelty (122 index)

have more of a brands with benefits orientation to shopping - theyre discriminating, but not as loyal

they dress to please themselves first and foremost

Be the first among their friends to try new stores (122 index) or to go out of their way to do so (150 index)

Follow their favorite brands/companies on social networking sites (107 index)

Defining characteristics that all U.S. Millenials share

Unparalleled ethnic & cultural diversity

Solid desire for strong social connections

Strong affinity and comfort with technology & social media

I nstant gratification/real time mindset

extreme multitasking & multi-platform disposition

hyper-broadcasting & user- generation orientation

Affinity for hip hop music & urban culture

Optimistic economic outlook

In order to capture this adult vibrant segment of the hispanic market, we should consider:

connecting with them through relevant content that acknowledges and celebrates their cultural roots and preferences

creating opportunities that nurture and maintain their social networks off-and-online

Developing social media channels that have unique content for them

Including english, Spanish and Bilingual media such as nuvo tV in their media mix to connect with them through programs and topics that matter most to them

Programming such as The 7 of Clubs, a reality show that features the hottest Latin DJs in LA

Understanding their shopping behavior to promote product ambassadorship among their hispanic and non-hispanic social groups

Acknowledging that this group is unique in the way they behave, dress, shop and think and that the company needs to modify the way they connect with them to embrace them in a natural/genuine way

CONSUMER MARKET FACTS

21% of total U.S. Millenials and 28% of total U.S.

hispanic population

Strong presence as % of total Millennials

in key markets: 54% LA, 52% MIA,

45% hOU, 36% DAL, 29% chI & 28% nyc

15M U.S.hispanic Millenials 18-34

$45B in purchasing power; 25% of total $179B U.S. Millenial

buying power

Accounted for 70% of total

growth among U.S. Millenials in past decade


On the one hand, the heroes we turn to in hopes of propelling our brands into the psyche of the masses are human; and, to expect perfection from them is a tall, optimistic order. Weve seen kelloggs cancel Olympian Michael Phelps advertising deal after he was photographed in flagrante delicto smoking cannabis. nike recently dropped Lance Armstrong over doping allegations and nixed Michael Vicks deal after the Atlanta Falcons QB was convicted on dog fighting charges. tiger Woods, O.J. Simpson, kate Moss, kobe Bryant, and Mike tyson, among many other celebrities, have all had their lucrative endorsement deals terminated many for reasons youd be too embarrassed to talk about at the dinner table in front of your kids.

Of course one can also find countless examples of very successful celebrity-product partnerships, such as Bill cosby for Jell-O, Jay Leno for Doritos, William Levy for M&Ms, and more recently, Sofia Vergara for Diet Pepsi and kmart. celebrities are an important resource for marketers. they make brands more memorable, generate trust and positive public opinion, and provide a platform for PR and Promotional extensions. And when it comes to the hispanic market in particular, the power and influence that Latino celebrities wield is unquestionable and unrivaled.

Using celebrities in marketing campaigns is certainly nothing new. the Flintstones were featured in a 1961 television ad promoting the virtues of Winston cigarettes. Since then Fred and Wilma have fortunately adopted a healthier lifestyle and now promote kids vitamins. Furthermore, the great thing about Fred & Wilma is that as cartoon characters theyre very unlikely to get caught up in a scandal. And its precisely the potential for scandal what usually gives marketers pause when evaluating whether or not its a good idea for their cherished brands to be inextricably linked to a celebrity. A human celebrity de carne y hueso, that is.

the POWeR OF LAtInO ceLeBRItIeS In MARketIng AnD cAUSe-ReLAteD cAMPAIgnSBy: Alex Vitale

PhOtO cReDIt: Forbes: http://www.forbes.com/2007/09/12/jack-trout-marketing-celebs-oped-cx_jt_0913trout_slide_6.html


All these programs have been extremely successful and the fact is hispanic celebrity endorsements work. Of course, there needs to be a credible link between the celebrity and the brand or product being endorsed. Most models that address the architecture behind a solid celebrity-brand pairing focus on some variation of trustworthiness, expertise, attractiveness, respect and similarity - qualities the celebrity must exhibit to influence the target audience. Although all are important, trustworthiness and similarity warrant a closer look when choosing celebrities for the hispanic market.

trustworthiness and similarity are two important facets of the prism that is culture, and a common culture is the great unifier of the hispanic population. A hispanic celebrity that is perceived by the target audience as sharing a common heritage, a shared set of values, and a similar experience in this country, will be trusted to introduce them to a product or brand that they could and should embrace.

Although working with celebrities can sometimes have unintended consequences, in most instances its a calculated risk thats absolutely worth taking. And if the idea of tapping into the current $1 trillion+ billion buying power of the hispanic market is attractive to you as a marketer, then its a strategy you cannot ignore.

the POWeR OF LAtInO ceLeBRItIeS In MARketIng AnD cAUSe-ReLAteD cAMPAIgnS

the Axis Agency has recently engaged a variety of celebrities in major client programs. they include: Actor William Levy for Pepsi Mango Former Miss Universe, actress and singer Denise Quiones

for Pine-Sols Un Canto Al Cambio program Urban Latin singers Daddy yankee and Prince Royce for

Verizons Mis Fabulosos Quince campaign Singer-songwriter Gustavo Galindo for the State Farm

Celebrity Music Teacher for a Day program Actress Brbara Mori for Saba Feminine care Products

and its Djate Consentir de Nuevo campaign television personality Galilea Montijo for the clorox

Suea Sin Lmites campaign Singer Shaila Drcal for the clorox Gracias Mam

scholarship program

And when it comes to the hispanic market in particular, the power and influence that Latino celebrities wield is unquestionable and unrivaled.

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By: Jaime Botello

LAtInOS AnD AFRIcAn AMeRIcAnS In FILM


Over the last century, hispanics and African American film writers and movie producers have been a great influence on the American film industry. to catch up with some of the hottest up-and-coming directors and producers showcasing their best work, check out one of the upcoming film festivals throughout the country. Below are two cant miss festivals for 2014, along with a special shout out to two of the most successful movie directors in the industry.

hispanic Film Festival

Miami International Film Festival (March 7-16, 2014) Since its establishment in 1984, the Miami International Film Festival (MIFF) has proposed to bridge cultural understanding and encourage artistic development and excellence by provoking thought throughout film. this festival brings the best of world cinema to South Florida and is critically acclaimed for bringing a consistent high quality of presentations and programming from filmmakers, critics, and the film industry. A diverse group of filmmakers have been introduced and recognized at the festival including Pedro Almodvar, Alfonso cuarn , Juan carlos campanella, lex de la Iglesia, Andy garcia, Patricio guzmn and Jos Padilha who all embody a strong Latino influence in the film industry.

http://www.miamifilmfestival.com/

African American Film Festival

San Diego Black Film Festival (Late January 2014) the motto for the San Diego Black Film Festival is Spotlight on African American and African Diaspora cinema, dedicated to the preservation of African American film and education of media arts. the festival has experienced a tremendous growth in the last decade as one of the top festivals in the country and is the second largest black festival in the west coast. As one of the earlier festivals in the year, it gives the opportunity to get a first look at some of the top films that will be screened at later festivals. Over 100 films are featured each year with genres including comedy, Drama, Documentaries, Animation, gLBt, horror, Religious, Foreign/African Diaspora, Shorts, Feature Films and music videos.

http://www.sdbff.com/index.htmlRobert RodriguezA friend and frequent collaborator of Quentin tarantino, Robert was born in San Antonio, texas to Mexican American parents. Rodriguez has directed films such

as Desperado, El Mariachi and Spy Kids. In 2001, Rodriguez won the Alma Award for Outstanding Director in a Motion Picture for his work in Spy Kids.

tyler PerryActor, director, writer and producer; tyler Perry began his career writing stage plays during the 1990s and early 2000s. In 2005, Perry launched his theatrical film career

with Diary of a Mad Black Woman, which featured his popular character, Madea. In 2011 Forbes named him the highest paid man in entertainment, earning approximately $130 million.

PLAtInUM, POWeR AnD PAntS: ItS ABOUt MORe thAn MUSIc FOR the eLIte StARS OF the RecORDIng InDUStRyBy: David Rudd

DADDy yAnkee

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Boastful though it may be, daddyyankee.com, the website of reggaeton king Daddy yankee, summarizes the evolution of artist turned brand:

But yankees influence goes beyond creative trends. At a time when the music industry model is reinventing itself, and when artists are more than ever taking charge of their careers, Daddy yankee is at the forefront, as a businessman and owner of his repertoire, his record label and all his rights.

yankee presides over el cartel Records, but his marketing acumen has led to ventures in tequila, watches and headphones.

In greek mythology, everything that king Midas touched turned to gold. In hip hop music reality, seemingly every artist touched by rap icon Lil Wayne goes goldor even platinum. As a creative artist, Lil Wayne got his start at the tender age of eight in new Orleans. Fast forward to 2003 when the now 30-year-old rapper founded young Money entertainment.

young Money has delivered hit singles including every girl and Bed Rock. Drake was the first from young Money, excluding Lil Wayne, to enter the charts at #1 with his debut album Thank Me Later in 2010. Label-mate nicki Minaj followed just a few months later with the release of her debut album, Pink Friday.Lil Wayne clearly has the ability to scout talent, but his influence reaches beyond the studio. Lil Wayne approves the designs, concepts and ideas for his tRUkFIt clothing line before they are produced. Weezy also has his fingerprints

on todays language. Drakes hit, the Motto catapulted the phrase yOLO, you only live once, into mainstream usage in texts, tweets and status updates the world over.

clothing has become a common brand extension for these superstars. Skinny jeans for the urban male were made popular by megastar kanye West, which will come as no surprise since he once worked at the gAP.

Wests success as a mogul may not be as undeniable as the acumen of long- time rap heavyweight Jay Z (part owner of the Brooklyn nets professional basketball team, creator of the Rocawear clothing line, and the man who launched Wests career), but West has helped other stars shoot to the top. John Legend and common were the first to sign to Wests g.O.O.D. Music label, which he created in 2004. West executive-produced their albums, Get Lifted (John Legend) and Be (common). Both were critically acclaimed, and they combined for seven grammy nominations.

As a force in pop culture, kanye is a leader of the packjust ask taylor Swift, kim kardashian and george W. Bush!

go behind the music of todays music superstars and youll find a story thats literally richer and deeper than lyrics and microphones. kanye West, Daddy yankee, and Lil Wayne are just a few of the artists whove translated their creativity and charismathe requisite traits of artists at the top of their gameinto profitable, business enterprisesthe requisite quality of a mogul.

LIL WAyne

PItBULL

clothing has become a common brand extension for these superstars.


Pubcon 2013October 21-24, 2013Las Vegas convention centerLas Vegas, nV

this event will offer a week-long look at the future of technology bringing you one of the biggest gatherings of social media and optimization innovators. this conference will feature influential keynote speakers including leaders from google, Obama for America, Spotify, Zappos, and craigslist.

http://www.pubcon.com/las-vegas-2013

Blogalicious October 3-5, 2013hyatt RegencyAtlanta, gA

Blogalicious Weekend brings together multicultural women & social media enthusiasts to collaborate and share insights. the 5th annual conference will center on the theme create. Build. Fund. and will focus on providing rich resources, guidance and inspiration to those working to create and build their brands. Blogalicious will bring you a broad spectrum of talented and ethnically diverse speakers to showcase the brilliance among the multicultural digital community.

http://conference.beblogalicious.com/

BlogWellOctober 22, 2013Fidelity center for Applied technologyBoston, MA

this event will help you learn how to get started, get past roadblocks, and improve your social media program. BlogWell features 8 amazing case studies on large corporations sharing their successful social media campaigns.

http://www.socialmedia.org/blogwell/bayarea/

AnA Multicultural Marketing & Diversity conferencenovember 3-5, 2013JW Marriott L.A. LIVeLos Angeles, cA

the theme of the 2013 AnA MMD conference is Marketing to a Multicultural nation highlighting the shift in ethnic diversity among American consumers and how advertisers are communicating to them. the conference will help marketers navigate this changing landscape and provide case studies and ideas on driving business growth.

http://www.ana.net/conference/show/id/Mcc-nOV13

cAnt MISS SOcIAL MeDIA & DIgItAL cOnFeRenceSBy: crystel Alvarez


Digital hollywoodOctober 21-24, 2013Ritz carltonMarina Del Rey, cA

Digital hollywood is among the leading trade conferences in the world with over 15,000 top executives in the Film, television, and Music and telecommunications industries in attendance each year. Industry leaders will discuss and share the social media platforms that influence advertising and media in hollywood. Armando Azarloza, President of Axis, is among the panel of speakers to discuss the Hispanic Entertainment in digital media.

http://digitalhollywood.com/LAFall13Agenda.html

Advertising Age Digital SF conferenceOctober 15, 2013Ritz carltonSan Francisco, cA

this conference will explain the future of marketing through the lens of emerging media and technology and the new consumer behaviors they engender. the panel of digital pioneers will focus on an in-depth exploration of important factors in digital media: real-time, mobile, and youth & Millennium consumers.

http://events.adage.com/digitalsf2013/

to honor Latinos and their individual stories of transformation, Pine-Sol introduced Un Canto Al Cambio, a unique contest through which consumers had the opportunity to share their personal stories of change, hope and perseverance with Latino audiences worldwide for the chance to win a cash prize and have their story turned into an original song.

the chALLenge & OBJectIVeS given that there are so many options for consumers within the dilutable cleaner space, Pine-Sol launched a program with the purpose of establishing an emotional connection with the new traditionalist and highlight not only what the brands products can do for her home, but also for her life. through this program, the brand aimed to incite Likes on its Latino Facebook page by appealing to hispanics through music an essential and important part of their lives.

the cAMPAIgn Almost everyone has had a pivotal moment in their life, based on an event, person or circumstance that inspired them to alter the way they live their life. thats why Pine-Sol teamed up with nationally recognized recording artist, actress and former Miss Universe, Denise Quiones, to introduce a unique contest through which fans of the brand had the opportunity to share their personal story with hopes of having it turned into an original song.

cASe StUDycASe StUDy



consumers were able to share their stories via a dedicated web site under one of three Pine-Sol scent-identified categories: Original for Familiar, Lavender clean for Personal and Lemon Fresh for Profesional. Afterwards, three finalists were selected and had their stories turned into videos, which were shared online for consumers to view and vote for their favorite one, as well as share with each other to encourage additional votes. the participant with the largest amount of votes was chosen as the winner and had their story converted into an original song which was performed by nationally recognized recording artist Denise Quiones at Festival Fiestas Patrias in Los Angeles during the month of September 2012. the winner also received an all expense paid weekend getaway, attended the live performance and was awarded a $10,000 cash prize.

to announce the initiative on a national level and encourage consumer engagement throughout the course of the contest, the Axis Agency created a targeted PR and social media campaign. the program continually engaged hispanic national media and bloggers through the entry phase, voting phase, as well as the winner announcement.

the ReSULtS As the first contest of its kind that Pine-Sol Latino launches, it exceeded expectations with respect to both consumer votes as well as media impressions. Some of the highlights: 23,000+ unique visitors to the contests Facebook application 52,786,812 media impressions generated in comparison to initial goal

of 32-40 MM (including coverage from top national programs such as telemundos Al Rojo Vivo, as well as placements in some of the largest Spanish online portals, including AP en espaol, People en espaol, eFe and AOL Latino)

2,620 consumer votes 4,863 contest/participant video views

Un Canto Al Cambio did not only succeed during its first time around but it became a platform through which the hispanic community shared personal, heartfelt stories about cancer battles, love and dealing with economic issues in order to inspire and motivate those with similar stories.


coming off a recent global brand reimaging effort, Mexican feminine hygiene brand, Saba, entered the U.S. in 2012 with acclaimed Mexican tV actress Barbara Mori, with the goal of establishing a foothold in the highly saturated, yet low involvement category long dominated by Always and kotex. Our extensive pre-launch market assessment showed that for years these leaders had driven the category in both Latin America and the U.S. by leveraging their established brand equity, extensive product portfolios, continued innovations, and a consistent focus on product features and select benefits.

the chALLenge & OBJectIVeSUntil recent years, Saba had enjoyed much success in Mexico, but changing business goals drove the desire to reposition/reimage the brand and expand into the U.S.

Our challenge and objectives were clear, but multi-faceted: 1. Successfully launch Saba in the U.S.

hispanic marketplace and increase awareness, consideration and drive trial for the new and improved Saba

2. enter the market with one product line from the entire Saba portfolio (chamomile scented pads/napkins)

3. establish a beachhead with a portion of the total female Latino consumer population as a first step in winning over a much broader spectrum of Latinas to the Saba brand

4. Work seamlessly and synergistically with Sabas Mexico-based AOR, yet optimize relevant efforts for the U.S. hispanic market

the cAMPAIgnAware that we were targeting a consumer that was very sensitive during her period, and furthermore, around a subject shed rather not discuss, we knew we needed a measure of discretion in order to connect with her on the level of comfort.

Sabas new positioning centered on a message of comfort using the brand communications idea: con Seguridad La Ms cmoda.

We capitalized on Saba already engaging Brbara Mori to serve as brand spokesperson. With a focus on comfort and using Brbara Mori as our campaign image and spokesperson, we created the Djate Consentir De Nuevo (Let yourself Be Indulged Again) campaign to engage with female consumers and leverage the level of comfort that friends bring to our lives.

cASe StUDy


BRIngIng the IDeA tO LIFeWe activated a multi-media integrated effort that included: A complete broadcast tV & Radio

plan in seven (7) of our largest launch markets including Los Angeles, houston, Dallas, chicago, San Francisco, San Antonio and McAllen, tX.

An enticing contest for consumers to win an indulgent weekend getaway trip for two.

A robust digital effort that included prominent brand presence in top-tier hispanic websites (yahoo en espaol, Siempre Mujer, Univision Mvil, Univison.com and Univision network) to raise brand awareness and drive trial to Sabas U.S.- Latina oriented Facebook page: Saba Latina USA.

Our social media strategy focused on building ongoing engagement with Latinas via Facebook. We established a community, engaged via ongoing content & conversation, and stimulated product trial through sampling/prizing. We also encouraged Latinas to go to Sabas Spanish-language Facebook page and created a virtual cajita consentidora virtual gifting application and send it to her special female friend.

Axis planned and executed an integrated public relations program to help create awareness for Sabas arrival at select U.S. markets, as well as raise awareness and interest in the consumer contest. PR tactics included a press release, media mailers, a media announcement/press junket in Los Angeles, featuring Brbara Mori and an audio news release.

While integrated in nature, we made a concerted effort to ensure that all of our campaign elements communicated the core brand message with clarity and that they all worked seamlessly to bring to life the Djate Consentir De Nuevo brand idea.

the ReSULtSthe marketing launch program exceeded expectations and objectives on multiple fronts. Brand tracking result showed

significant increases in total brand awareness (+48%), recent usage (+250%), consideration (+39%), overall brand image (+100%) and net brand promoter score (+300%)

32% positive impact on Saba sales rates at Wal-Mart stores from pre to post-marketing activity

45.1M combined paid and earned media impressions

Facebook page acquired almost 5,000 fans in a matter of 4 months of activity, more than any other competitor when compared during the same timeframe


So I was at this Latino red carpet event on assignment for one of our clients, and next to me stood an individual by the name of Xavier. he was dressed in a green Versace knockoff, stretching his neck upwards and trying to get a clear view of the celebrities walking the carpet. he seemed quite agitated or excited, like he was getting his fix of celebritin, the chemical that runs through your veins when you are in the physical presence of a celebrity. It doesnt matter if its an A or a Z lister. the truth is, you still get it in more or less quantities. At one point, he started to accompany his fidgety demeanor with guttural ooohs and aaahhs. the only thing missing was the drooling, so unfairly assigned to english bulldogs. I quickly glanced at him and saw that his eyes were shining brightly, like mirrors reflecting stars.

- you really love this stuff, dont you?- I asked him. - yes, yes. Its great. Im really anxious to meet my

wonderful friend Selena-, he shot back.- Selena, as in Selena gomez?, I asked.- yes. Shes meeting me here.- how did you two become such good friends?- We met at my sons friends bar mitzvah. I was asking Jt and Sofa Vergara about some pointers for my career in the performing arts. - Wow.- Well, timberlake told me he was going to introduce me to

Lana del Rey.- Interesting.- So Selena was trying to open a bottle of wine and I offered

her my help. Im really good uncorking bottles. She thanked me dearly and I poured wine in her Riedel glass. Moments later, she introduced me to Mark Walhberg and Matt Damon. We hit it off immediately. the following morning we all went to play golf in Rancho Palos Verdes. We had black caviar with Donald and Ivanka.

- you seem to be pretty well connected, I said.

- Its natural for me. Im like a magnet for that type of stuff.Selena gomez opened the door of the limo and stepped out. She had the elegance of a gazelle. the charm. Oh, yeah. Lots of charm. She walked with her entourage, smiling candidly at the people standing in the bleachers. When she was less than 25 feet from us, Xavier screamed Selena!!!! Remember me???? the scream was so loud that nobody could ignore it. Selena looked in our direction, squinting her eyes. - Im Xavier! Remember me???Selena smiled politely and shook her head. She then turned her head to Justin Bieber and whispered something that nobody could hear. thats when my fifteen years of experience in lip reading finally paid off, for I could decipher, second by second, what she said.- I need you to watch over me.Xavier looked at me, defeated and ashamed. his cheeks blushed.- She promised that she would meet me here, he said.- And she did, my friend. She did, I replied.

the nAMe DROPPeRBy: german Libenson

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CONTACTArmando AzarlozaPresidentAXIS8687 Melrose Ave., 9th Fl.Los Angeles, cA [email protected]

Los Angeles new york Miami chicago Dallas

www.theaxisagency.com

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Axis - Culture Magazine - Fall 2013