At ELKA, we believe the most powerful brands don’t just advertise to their audiences. They become part of the culture their audiences love.
This summer, Belino did exactly that.
Belino partnered with RACK and Stay Independent for the music video clip of “Paloma” (Insert link 1) — one of the biggest Greek hits of the summer — bringing the brand naturally into the world of one of Greece’s most influential urban artists and directly in front of its core Gen Z and teenage audience.
The results speak for themselves.
“Paloma” has generated over 12 million streams on Spotify and remained in the Top 10 of Spotify’s Hot Hits Greece playlist since its release, including eight days at No. 1. The track has also surpassed 5 million Shazams, while content across RACK’s social media channels has generated over 5 million views.
But the partnership was designed to live far beyond the music video.
Belino extended the collaboration across its own social channels through exclusive behind-the-scenes branded content (Insert link 2), photography and creator-led storytelling (Insert link 3), generating a further 10,6M million views across Belino’s social media.
Δείτε αυτή τη δημοσίευση στο Instagram.
Δείτε αυτή τη δημοσίευση στο Instagram.
Together, the music, video and social content have put Belino in front of millions of young consumers across Greece — alongside one of their favourite artists and the soundtrack of their summer.
For us, this is another example of the marketing philosophy behind Belino — Be Like No Other, where rather than competing for attention in an increasingly crowded advertising environment, Belino looks for creative partnerships that can earn attention by placing the brand at the heart of music, entertainment and youth culture.
The RACK collaboration forms part of Belino’s wider and successful partnership with Stay Independent, one of Greece’s leading independent music labels and home to major talent including RACK, SASKE and LILA.
It is an ecosystem that allows Belino to build authentic, long-term connections with a new generation through the artists, music, content and experiences they already choose to engage with.
That is how we continue to bring our brand positioning to life with more exciting partnerships coming in Autumn 2026.
Belino. Be Like No Other.
