A podcast featuring an interview with Cristina Benitez, author, Latinization:How Latino Culture is Transforming the U.S., is available in the Podcast Section of Hispanic Marketing & Public Relations, HispanicMPR.com. During the podcast, she discusses her book with Elena del Valle, host of the HispanicMPR.com podcast.
Cristina is the founder of Lazos Latinos, a Chicago branding and advertising company specializing in Hispanic markets. Prior to founding her company in 1998, she was senior vice president, Ethnic Marketing, DraftWorldwide. Before that she was vice president at FOVA, Grey Advertising’s Hispanic marketing group. Her experience includes teaching secondary and college students Spanish for eight years. She is a board member of the Gateway Foundation, The Chicago Public Library, and The Hispanic Alliance for Career Enhancement and Luna Negra Dance.
In her recently released 128-page book, Latinization: How Latino Culture is Transforming the U.S. Cristina, a second generation Latina, relied on 20 years of Hispanic marketing experience and the input of 20 leaders.
In the book, she also included quotes and the insights of 14 men and six women in the arts and sciences, many from the Chicago area, in her efforts to define the influence of Hispanics on American culture. The leaders Cristina consulted include Hispanics and non Hispanics; entrepreneurs, authors, artists, performers, managers and the first woman to walk in space.
To listen to the interview, scroll down until you see the “Podcast” on the right hand side, then select “HMPR Cristina Benitez” click on the play button below or download it to your iPod or MP3 player to listen on the go, in your car or at home. To download it, click on the arrow of the recording you wish to copy and save to disk. The podcast will remain listed in the December 2007 section of the podcast archive.
Photo: Jerry LaCay
Video: Ed Rodriguez, Diesel Media
New York Latin band Zon del Barrio recently released its debut CD, “Cortijo’s Tribe” with the help of Emusica Records and Barrio Zone Productions. The Spanish Harlem group describes its style as structured on a solid foundation of Afro-Caribbean rhythms with a New York twist and a celebration of Afro-Antillian music.
Led by Latin music historian, writer, composer and musician Aurora Flores, Zon del Barrio’s Cortijo’s Tribe: La Tribu de Cortijo relies on Afro-Puerto Rican music veterans Yomo Toro, the King of the cuatro (the national 10-stringed guitar of the island) and Sammy Ayala, Cortijo alum, singer and songwriter. Hector “Papote” Jimenez, a native New Yorker, is the youngest addition to the band.
Zon del Barrio is a play on words for the musical genre son of Latino communities. Produced by musical director David Fernandez, the CD blends dance rhythms of Cuba and Puerto Rico within a New York setting. According to promotional materials it includes elements of jazz, R&B, hip-hop, funk and reggaetón, raw street plenas and bombas. Cortijo’s Tribe follows the production style of salsa artists Al Santiago whose approach is said to have paved the way for the Fania music explosion of the 1970s.
Zon Del Barrio has shared the stage with Spanish Harlem Orchestra, Oscar D’Leon, Bobby Valentin, Michael Stuart, Larry Harlow, Jimmy Bosch, Andrea Brachfeld, La India, and Chembo Corniel. The band has appeared on Univision during the Latin Grammy Awards, on the morning show “Despierta America” on Telemundo, Fox 5, Manhattan Neighborhood Network and the Vic-Fezensac Salsa festival in Toulouse, France; the Howl Festival in the Lower East Side, the Orchard Beach Salsa Concert Series, the Half Marathon in Battery Park, The River to River Festival, and the Borgata Hotel & Casino in Atlantic City.
Presenter Cesar Melgoza, managing director, Latin Force Group
Find out about
• How demographic, social, political and economic factors affect Latinos
• Number of Hispanics in U.S.
• Hispanics as a percent of the mainstream population
• Number of Puerto Ricans in Puerto Rico
• Hispanics, including Puerto Rico, as a percent of U.S. mainstream
• Number of Asians and African Americans
• Estimated size of Hispanic market by 2012
• Percentage growth of new Hispanics per year
• Number of counties where Latinos are majority
• Areas of significant Latino growth
• Area of U.S. with a 950 percent Latino growth
• Role of acculturation
• Hispanicity segmentation
A podcast interview with Playwright David Gonzalez, D.A. is available in the Podcast Section of Hispanic Marketing & Public Relations, HispanicMPR.com. During the podcast, he discusses his work and reaching Latino audiences with Elena del Valle, host of the HispanicMPR.com podcast.
David is a storyteller, musician, poet, actor, therapist and educator. He was nominated for a 2006 Drama Desk Award for Unique Theatrical Experience for his production of “The Frog Bride” at Broadway’s New Victory Theater. He has created numerous productions including ¡Sofrito!
“Emotional Branding: How to capture the heart and mind of the Hispanic consumer” audio recording
“Emotional Branding” was recorded January 2007 during the Strategic Research Institute 13th Annual Blockbuster Marketing to U.S. Hispanic and Latin America conference in Miami, Florida. Receive a free downloadable copy by completing our Visitor Survey.
In 1998, he received the Helen Hayes Performing Artist of the Year Award. David also wrote “The Secret of the Ceiba Tree.” He recently completed Rise for Freedom!, a libretto commissioned by the Cincinnati Opera for the 2007 season. “Mariel,” an Afro-Cuban musical co-written with Grammy-nominated songwriter John Forster, is set at the turbulent times of the Mariel boat-lift from Cuba in 1981. The play, commissioned by the Cincinnati Playhouse in the Park, premiered in March 2007 and was winner of the Macy’s “New Play Prize for Young Audiences.”
David’s poetry has been featured on Bill Moyers’ documentary “Fooling with Words” on Public Broadcasting Service and National Public Radio’s “All Things Considered.” He was the host of “New York Kids” on WNYC for eight seasons and is a contributor to Studio 360 on National Public Radio. David received his doctorate in Music Therapy from New York University’s School of Education. In 2006, he climbed to the summit of Mount Kilimanjaro in Tanzania.
To listen to the interview, scroll down until you see “Podcast” on the right hand side, then select “HMPR David Gonzalez, D.A.” click on the play button or download it to your iPod or MP3 player to listen on the go, in your car or at home. You can also subscribe to the podcast by right clicking over the podcast box and selecting “copy shortcut” then inserting the URL address in the podcast section of your iTunes program listed under the “advanced” column. The podcast will remain listed in the November 2007 section of the podcast.
Click the button to hear the interview with David Gonzalez podcast:
Click the button to hear the song “Sofrito Radio Mix”
Dante Chinni, senior associate, Project for Excellence in Journalism
Photo: Dante Chinni
A podcast interview with Dante Chinni, senior associate, Project for Excellence in Journalism (PEJ), is available in the Podcast Section of Hispanic Marketing & Public Relations, HispanicMPR.com. During the podcast, he discusses the State of the News Media 2007 analysis with Elena del Valle, host of the HispanicMPR.com podcast.
Dante helps research, write and edit Project for Excellence in Journalism reports, articles and essays. As a freelance journalist, he writes a regular media column for the Christian Science Monitor and contributes to publications such as the Washington Post Magazine and the Columbia Journalism Review. From 1994 to 1997 he was a reporter and researcher for the National Affairs desk at Newsweek Magazine in New York.
Dante is a Detroit native and a graduate of Michigan State University. He lives in Washington DC with his wife Christina Ianzito and their two children.
To listen to the interview, scroll down until you see “Podcast” on the right hand side, then select “HMPR Dante Chinni,” click on the play button below or download the MP3 file to your iPod or MP3 player to listen on the go, in your car or at home. To download it, click on the arrow of the recording you wish to copy and save to disk. The podcast will remain listed in the November 2007 section of the podcast archive.
Click the button to hear the podcast:
Target Latinos effectively by anticipating changes in the market with
“Hispanic Projections with 2007-08 update” audio recording
Presenter Roger Selbert, Ph.D.
Find out
About Latino buying power growth in the future
How Latino market growth compares with other markets in the U.S.
Raul Campos, host of “Nocturna” show on Santa Monica public radio station KCRW, just released “Loteria Beats Mixtape, Vol. 1,” one of the first of its kind in this genre with the flow of a mixtape; well known electronic acts like Nortec Collective (Tijuana), The Pinker Tones (Barcelona), Pacha Massive (The Bronx) and Mexican Institute of Sound (Mexico City); rare remixes of the work of Thievery Corporation, David Byrne and Sergio Mendes; and up-and-comers Cuarto Poder, Los Rumbers, and Choc Quib Town.
The new album tracks include DJ Bitman, Shine; Nortec Collective, Olvidela Compa (Rosco Remix);Los Rumbers, Como Mi Ritmo No Hay Dos; Pacha Massive, Don’t Let Go; Cuarto Poder, Arenita Playita; Papashanty, Roots; Choc Quib Town, Somos Pacificos; Brothers Behind the Light with SBL, If You Wanna Be Yourself (ESJK Remix); Thievery Corporation, Exilio (Rewound by Thievery Corporation); Stolen Identity, Playa De Musica; David Byrne, Like Humans Do (Los Amigos Invisibles Remix); Sergio Mendes feat. Black Eyed Peas, Mas Que Nada (Masters at Work Remix); The Pinker Tones, Aonido Total (The Million Guitar Remix); Digi & Gabo, Color; Mexican Institute of Sound, Cha Cha Cha; and Territorio Comanche, Cumbian Dub.
Listen to Cesar Melgoza discuss
“Changing Latino Landscape” audio recording
Presenter Cesar Melgoza, managing director, Latin Force Group
Find out about
• How demographic, social, political and economic factors affect Latinos
• Number of Hispanics in U.S.
• Hispanics as a percent of the mainstream population
• Number of Puerto Ricans in Puerto Rico
• Hispanics, including Puerto Rico, as a percent of U.S. mainstream
• Number of Asians and African Americans
• Estimated size of Hispanic market by 2012
• Percentage growth of new Hispanics per year
• Number of counties where Latinos are majority
• Areas of significant Latino growth
• Area of U.S. with a 950 percent Latino growth
• Role of acculturation
• Hispanicity segmentation
Campos, a native Angelino, is a tastemaker DJ and host of the annual Latin Alternative Music Conference for the second year in a row. He also hosts Saturday night’s mega-mixes for Power Tools on Power 106 FM, one of the longest running underground mix shows in Los Angeles. Campos has also opened for musical acts including Stevie Wonder, Martin Gore of Depeche Mode, Sheila E, Supreme Beings of Leisure and Lionel Richie.
To listen to the single “Olvidela Compa” (Rosco Remix) by Nortec Collective from the Raul Campos “Loteria Beats Mixtape Vol. 1″ album click on the play button below.
Marisa Rivera-Albert, president, National Hispana Leadership Institute
Photo: National Hispana Leadership Institute
A podcast interview with Marisa Rivera-Albert, president, National Hispana Leadership Institute is available in the Podcast Section of Hispanic Marketing & Public Relations, HispanicMPR.com. During the podcast, Marisa discusses the National Hispana Leadership Institute with Elena del Valle, host of the HispanicMPR.com podcast.
Marisa dedicates her time to fulfilling the mission of the National Hispana Leadership Institute (NHLI), a non-profit organization dedicated to the education and leadership development of Hispanic women. NHLI’s mission is “to develop Hispanas as ethical world leaders through training, professional development, relationship building and community and world activism.
Prior to becoming president of the Institute, Marisa was vice president of Development for the organization. She has over 26 years of combined educational, leadership development, consulting, international and community development experience. Before working at NHLI, Marisa was special assistant to the president for Diversity and Community Relations at Black Hawk College in Illinois. She also worked for seven years at Western Illinois University managing the Hispanic Program for Educational Advancement and the Learning To Lead Program for Hispanic students.
Marisa is originally from San Juan, Puerto Rico. She has a B.A. in Communications from American University and a Master’s degree in Education Administration from Western Illinois University. She is also a graduate of the Harvard University JFK School of Government Executive Program, the Center for Creative Leadership Institute, the Gallup Leadership Institute, the Harvard Business Executive Program on Corporate Governance and the Mexican American Solidarity Foundation.
She is the recipient of the Cesar Chavez Community Service Award by the U.S. Hispanic Leadership Institute, a Huesped Ilustre Medal recipient from the city of Ayacucho, Peru, The Women Helping Women Award by the Hispanic Professional Women’s Association, the Trailblazer Award by Latina Style Magazine, the Global Impact Leadership Award from the Hispanic Women’s Corporation, the Superior Honor Award from the State Department, the Administrative Excellence In Promoting Multiculturalism Award from Western Illinois University, and the Illumination Award from the City Club of the Quad Cities. She has been featured in Hispanic Magazine, the Woman MBA Magazine, “Hispanics Today,” Lifetime Television for Women, Champions of Change, LatinaStyle magazine, and Monster.com.
To listen to the interview, scroll down until you see “Podcast” on the right hand side, then select “HMPR Marisa Rivera-Albert,” click on the play button below or download the MP3 file to your iPod or MP3 player to listen on the go, in your car or at home. To download it, click on the arrow of the recording you wish to copy and save to disk. The podcast will remain listed in the October 2007 section of the podcast archive.
“Best in Class Hispanic Strategies” audio recording
Presenters Carlos Santiago and Derene Allen
Find out what makes 25 percent of the top 500 Hispanic market advertisers out perform the remaining companies
Discover what questions to ask and steps to tak to be a Best in Class company
Frederick Ackourey, co-founder and chief executive officer, GroundWork Equity and Telegaleria
Photo: TeleGaleria
A podcast featuring an interview with Frederick Ackourey, co-founder and chief executive officer, GroundWork Equity is available in the Podcast Section of Hispanic Marketing & Public Relations, HispanicMPR.com. During the podcast, he discusses TeleGaleria, a new TV shopping channel for Spanish speaking Latinos with Elena del Valle, host of the HispanicMPR.com podcast.
Frederick is a founding partner of GroundWork Equity, an active private equity firm focused on media and technology start-ups. He also founded CAG Technologies. As chairman and chief executive officer of CAG Technologies, Frederick realized 14 straight years of profitability and co-developed products with Ascend Communications.
“Search Engine Marketing to Hispanics” audio recording
Presenter Matias Perel, founder and president, Latin3
Find out about
The 16 million Latino online users
Types of online access among Hispanics
Latino online user language preferences
What they do online
Usage by age
Income levels among Hispanics who visit the Internet
The products at Ascend were major building blocks that helped to establish UUnet, AOL and MSN as channeling leaders. He was also part of the executive management team of Zhone Technologies, a $500 million start-up. Zhone acquired CAG in 1999 and Frederick became vice president of Product Development.
To listen to the interview, scroll down until you see the “Podcast” on the right hand side, then select “HMPR Frederick Ackourey” click on the play button below or download it to your iPod or MP3 player to listen on the go, in your car or at home. To download it, click on the arrow of the recording you wish to copy and save to disk. The podcast will remain listed in the October 2007 section of the podcast archive.
Ivan Cevallos, CEO, Ethos Group, Inc. and Cynthia Nelson, chief operating officer, TodoBebe Inc.
Hunter Heller, associate vice president, International Licensing Global Consumer Products, Sesame Workshop and Kitty Kolding, senior vice president, Business Development, House Party Inc.
Photos: Ivan Cevallos, Hunter Heller, Kitty Kolding and Cynthia Nelson
A podcast featuring a discussion with Ivan Cevallos, CEO, Ethos Group, Inc.; Hunter Heller, associate vice president, of International Licensing Global Consumer Products at Sesame Workshop; Kitty Kolding, senior vice president of Business Development at House Party Inc. and Cynthia Nelson, chief operating officer of TodoBebe Inc. is available in the Podcast Section of Hispanic Marketing & Public Relations, HispanicMPR.com. During the podcast, they discuss Beyond the 30-second spot – innovations in online, events and branded entertainment with Elena del Valle, host of the HispanicMPR.com podcast.
Ivan is a marketing strategist with more than fifteen years of experience dedicated to tailoring media, marketing and direct marketing tools to the Latino and Asian communities. Some of the clients he has worked with include Comerica Bank, The Red Cross, Blue Cross, NORPAC Foods, Nissan Motors, Universal Studios, Sony Pictures, Pepsi, SBC, MTA and H&R Block.
“Beyond the 30 Second Spot” audio recording
Listen to the complete 105-minute discussion
Panelists Ivan Cevallos, Hunter Heller, Kitty Kolding and Cynthia Nelson
Our panel of national experts discuss
• Challenges of measuring the impact of the 30-second ad spot
• Innovative tools are useful to reach Latinos
• Changes in marketing to Hispanics
• On which market segment are the changes most relevant
• Effects of technology and time shift on consumer behavior
• Role of multi-screens
• Getting started
• Tips for marketing professionals
Ivan’s creative approach to brand and identity development focuses on the utilization of strategies that transcend culture and geography. As business development director for KAZN AM-1300, an Asian radio station serving Los Angeles, California, he became one of the founding organizers of the Chinese New Year Parade and Street Festival held annually in the San Gabriel Valley, California.
In 2006, Hunter joined Sesame Workshop as associate vice president of International Licensing Consumer Products. His territory management includes Canada, Mexico, Latin America as well as some countries in Europe and the Middle-East. In addition, Hunter is spearheading Sesame’s consumer product initiatives for the U.S. Hispanic marketplace.
Prior to Sesame Workshop, he was senior account manager in Disney Publishing Worldwide’s licensing department. During his 13 year tenure, he was primarily responsible for the U.S. continuity and direct-response business, and the Canadian marketplace. He also served as a member of U.S. Hispanic and infant/toddler task forces.
“Marketing to New Hispanic Moms – a case study” audio recording
Presenter Cynthia Nelson, COO, Todobebe
Find out about
• New Latina mom market
• Baby demographics including market size, profile
• New moms’ language preferences
• Latino baby market trends
• Factors influencing Hispanic baby market
• Location of new Hispanic moms’ market
• Issues affecting new Latino moms
• Todobebe strategies
Kitty oversees and activates all partnerships for House Party. She has engaged clients such as Kraft, TiVo, Palm, Hershey’s, Cartoon Network, Anthem Blue Cross Blue Shield, Todobebe, Whirlpool and Avon to deploy the House Party viral marketing platform.
Prior to joining House Party in early 2006, she founded and was chief executive officer of an outsourced services firm specializing in strategic sales and partnerships. From 1998-2003 Kitty held a series of senior executive positions at Jupiter Research. Her roles included senior vice president of Global Sales & Client Service, senior vice president of International Business Development and vice president of Global Strategic Accounts. Throughout her tenure at Jupiter, she worked with Fortune 500 clients from major industries in 13 countries.
Cynthia joined the Todobebé team in 2004 as chief operating officer. In her current role, she is responsible for corporate operations, strategic partnerships, and product development and licensing for Todobebé’s media channels including TV, radio, Internet, direct mail, publishing, products, research, and events. This role includes global profit and loss responsibility and legal oversight.
A serial entrepreneur, Cynthia founded several boutique strategy and branded entertainment consulting companies and has served on the board of several Silicon Valley start ups. In her most recent venture, Nexos Consulting, Cynthia worked with Fortune 500 clients and brand managers by providing research, strategic planning and business development for companies such as AOL, Omnicom, Volkswagen, Audi, Panasonic de Mexico, Kraft, Delta Airlines, and USA Networks.
To listen to the interview, scroll down until you see the “Podcast” on the right hand side, then select “HMPR Ivan Cevallos, Hunter Heller, Kitty Kolding, Cynthia Nelson” click on the play button below or download it to your iPod or MP3 player to listen on the go, in your car or at home. To download it, click on the arrow of the recording you wish to copy and save to disk. The podcast will remain listed in the October 2007 section of the podcast archive.
Read Cynthia’s chapter about “Marketing to U.S. Hispanics Online” in
Hispanic Marketing and Public Relations Understanding and Targeting America’s Largest Minority book
Latin Rockers deSoL’s recently released album “On My Way” blends English and Spanish rock and Latin rhythms. The new CD from Asbury Park’s deSoL is described in promotional materials as “a spiritually charged musical journey that reverberates the confidence of a band that knows exactly where they are going and has just what it takes to get them there.” DeSoL was released through saZon Records/Two22 Music with distribution through ADA.
Over the course of their six years together, deSoL has toured extensively and shared marquees with R.E.M., The Legendary Wailers, Los Lonely Boys, Blues Traveler, Particle and Widespread Panic at Bonnaroo, Lollapalooza, and Austin City Limits.
deSoL
The band’s first single, “Karma,” released in 2005, became a Top 5 hit on the AAA radio format. DeSol has Puerto Rican, Salvadorian, and Mexican influences and the band members’ musical heroes include Fania All Stars, Tito Puente, Buena Vista Social Club, Los Lobos, and Santana.
Just before going into the studio to record “On My Way,” deSoL spent a month in the Middle East under contract by the Department of Defense’s Armed Forces Entertainment program. They entertained the men and women of the U.S. troops stationed in Bahrain, Qatar, Djibouti, and Kuwait.
“We’ve been together for more than six years now and the musical and spiritual bonds between the band members just keeps growing stronger all the time,” said Albie Monterrosa, vocalist and guitarist of deSol.
“A Snapshot of the U.S. Hispanic Market” audio recording
Presenter Michele Valdovinos, Phoenix Cultural Access Group
César M. Melgoza, managing director and senior partner, Latin Force and David Perez, CEO, Latin Force
Photos: Geoscape International, Latin Force
A podcast interview with Cesar Melgoza, managing director and senior partner, Latin Force LLC (at the time of the recording Cesar Melgoza was president of Geoscape International, Inc.) and David Perez, CEO, Latin Force LLC is available in the Podcast Section of Hispanic Marketing & Public Relations, HispanicMPR.com. During the podcast, they discuss the Hispanic Marketscape Overview and Latin Force with Elena del Valle, host of the HispanicMPR.com podcast.
Cesar has been an innovator in the development of market intelligence data, systems and analytic services. In 1995, he formed Geoscape International to focus on the application of marketing intelligence services, data and technology towards the multicultural and multinational markets. He led growth at Geoscape by developing products and services that provide geo-demographic, marketing and media data, predictive database modeling, and information enhancement systems. Most recently, he launched the Geoscape Intelligence System (GIS) and the DirecTarget system for database enrichment.
Cesar’s career is a blend of information technology and market research. While completing his undergraduate degree at the University of California, Santa Barbara he helped build computer hardware for Information Magnetics Corp. While earning his master’s degree in at the University of Texas at Austin, César was a research associate at one of the first Hispanic market research companies and also at the University’s Center for Mexican American Studies.
Listen to Cesar Melgoza discuss
“Changing Latino Landscape” audio recording
Presenter Cesar Melgoza, managing director, Latin Force Group
Find out about
• How demographic, social, political and economic factors affect Latinos
• Number of Hispanics in U.S.
• Hispanics as a percent of the mainstream population
• Number of Puerto Ricans in Puerto Rico
• Hispanics, including Puerto Rico, as a percent of U.S. mainstream
• Number of Asians and African Americans
• Estimated size of Hispanic market by 2012
• Percentage growth of new Hispanics per year
• Number of counties where Latinos are majority
• Areas of significant Latino growth
• Area of U.S. with a 950 percent Latino growth
• Role of acculturation
• Hispanicity segmentation
In the late 1980s, he developed and led desktop mapping and workgroup computing initiatives at Apple Computer in Cupertino, California. He went on to lead marketing and international business development at venture-funded Strategic Mapping, Inc. where he was instrumental in achieving annual revenue growth from $2 million to $35 million in four years. Born in Michoacán Mexico, Cesar grew up in California and has been a resident of various rural and urban population centers in the U.S.
David has worked with Kraft Foods, ING, MTV, Nike, Colgate-Palmolive, the National Football League, Neiman Marcus, Nickelodeon Networks, Cranium, Virgin Mobile, and Wells Fargo among others.
Before starting Latin Force, David was president and co-founder of Lumina Americas a Hispanic and Latin American integrated marketing company financed with $25 million of institutional private equity. He is former chairman of the Cultural Access Group, a leading multicultural market research firm since 1986.
David is co-founder of the New Generation Latino Consortium, a non-profit industry advocacy group and founder of Silverlining, a non-profit internet-based community for families of terminally ill children.
To listen to the interview, scroll down until you see “Podcast” on the right hand side, then select “HMPR Cesar Melgoza, David Perez” click on the play button below or download it to your iPod or MP3 player to listen on the go, in your car or at home. To download it, click on the arrow of the recording you wish to copy and save to disk. The podcast will remain listed in the October 2007 section of the podcast archive.
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