Maffio is a Latin artist and producer. Cadillac has reunited with Maffio to celebrate the arrival of the newly introduced vehicle, the 2023 Escalade-V. Maffio has been a champion of the Cadillac Escalade since he composed the score for the 2020 “Never Stop Arriving” campaign, and then shifting to the 2021 Hispanic Heritage Month campaign, “The Audacity of Hispanic Heritage.”
How were you introduced to the Cadillac brand?
I was first introduced by Jessy Terrero. I’ve known Jessy for almost 12 years, and we’ve been best friends forever. He was like, “I don’t have a big budget. I know you’re top-notch, but I got this spot here with Cadillac.” And I’m like, “Jessy, stop it, Come on. Let’s go. Let’s do it.” And we did it. We hit it off.
Are there any similarities between the car and your personality?
You can see that right away. I’m always on high energy. The car has this level of luxury and greatness. It’s a high-end car that you look at like, wow, that’s fast. That’s how I dress. I make sure I wear my Jordans here and there, and I got my thing. And that’s the whole purpose. When we did the second spot that I did, I was in the studio. And the red car just fits perfectly with who I am and what I represent. My whole thing about my Afro-Latino culture is representing it in a nice high-end luxury way, but always with the spice.
How does your Hispanic heritage meld with this campaign?
As an Afro-Latino, I embraced it, and I’m proud to say it out loud. I think family is the most important thing that we could ever have. I think embracing my culture and my family is something that’s very, very important for me, and I make sure that I represent my family the right way and my culture the right way.
How important is music to you?
I think it’s very important that every sound, drum and snare has a meaning to who we are as people. Music is universal and puts people together. Music is that vehicle that really connects everybody and just puts everybody in a melting pot, and everybody’s just going to be happy and having fun.