Daddy Yankee Launches Dance Microseries "La Postal: Written in the Dance" With aTwist and Visa

Daddy Yankee is releasing a short original series, and it arrives on Nov. 3. The microseries, called "La Postal: Written in the Dance," will appear on his YouTube channel and on the vertical video platform aTwist, according to Variety.

The project was put together by Daddy Yankee, the vertical media studio aTwist and the payments company Visa. A vertical platform is one built for video shot and watched in a phone's upright frame, the way most short clips are seen today. aTwist launched on Sept. 3.

The series is meant to promote Daddy Yankee's latest album, "La Postal," which came out on Oct. 30. It is designed as a cinematic extension of that record, meaning it expands the album's world into film rather than simply accompanying it with music videos.

The story follows a dance competition across Puerto Rico. Two former lovers, now on rival dance crews, meet again during the contest. The series is being filmed in Puerto Rico.

There is a split in where the material lives. The episodes will be free on YouTube and aTwist. Extra content, including a behind-the-scenes look at how the microseries was made and an interview with Daddy Yankee, will be available only through aTwist.

For viewers, that means the main story is free on the two platforms, while the bonus material sits behind aTwist's own doors. For the wider business, it is a sign of how music, brands and video platforms are working together on projects like this one. Visa's part in the deal is described as a partnership.