Director Robert Rodriguez’ El Rey entertainment company is partnering with Vice Media to launch La Reyna, a new company that will focus on helping brands connect with the U.S. Hispanic market. I had the chance to interview Robert at L’ATTITUDE on the partnership with Vice. Robert has always felt that companies don’t understand the diversity within the Hispanic population. “It is a multilingual, multi-racial, young and transcultural. With La Reyna, we are aiming to help brands not only effectively reach this audience but also better represent the community in their creative output.” Rodriguez, who is in post-production on the 20th Century Fox’s film Alita: Battle Angel, will serve as the new company’s creative chairman. In the past, Hispanic marketing meant Spanish language advertising and not much else. With about a quarter of the country’s millennial population being Latinos born in the U.S., marketers are finally starting to catch on. Good luck to Robert!
About a year ago, I was convinced by some of my closest friends that I should do a podcast. Today it seems like everyone has a podcast, and frankly, 99% of them aren’t very good. I wasn’t sure I could do much better, but I realized I do have some ideas that some people have found interesting in the past.
The decision to invite President Barack Obama to the NAHREP Policy Conference last Spring was a decision I made with the NAHREP National Board. Anytime we have a political figure of that stature at one of our events, we know it will stimulate a lot of buzz among our members and stakeholders.
L’ATTITUDE 2022 is less than two weeks away. This year’s event includes a concert at Rady Shell; the coolest new concert venue in America according to Forbes magazine. The concert is in partnership with La Musica, and will feature music superstars, Juanes and Farukko.