Engaging Gen Z is a challenge … and a huge opportunity. This means understanding emerging trends in music and culture, both of which are important to this demographic. Staying ahead of the pack and setting the tone for cultural conversations is critical to your station’s growth, too.
That’s why one trend that’s having a huge impact on attracting younger audiences, in particular Hispanics, in some parts of the country involves corridos.
Don’t believe it? A panel discussion at the upcoming Hispanic Radio Conference has all of the surprising details.
Thanks to the rise of Peso Pluma and collaborations with traditional regional Mexican acts such as Los Ángeles Azules, corridos have become incredibly popular across racial and ethnic lines, in particular in areas of the U.S. with large groups of Hispanics of Mexican and Central American heritage.
As Gerardo López, President and Partner of Costa Media, sees it, considering corridos at a music-driven Spanish-language station in a market where the demographics are right could deliver the elusive Gen-Z audience … along with some ad dollars.
With ratings that continue to dwarf those of Latin Contemporary and reggaetón-fueled Latin Urban and Tropical stations, “The Impact of Mexican Regional on Today’s Consumers and Marketing” will prove to bring a lively discussion to the 15th Hispanic Radio Conference, to be held June 12-13 at the San Antonio Airport Marriott.
The panel, scheduled for 3pm on June 12, will see López moderate a discussion featuring Marina Filippelli, CEO of ad shop Orcí, and Mario Carrasco, a co-Founder and Principal of cross-cultural research technology company ThinkNow.
In her role at Orcí, Filippelli works closely with clients including Honda, Acura, Dole, VCA Animal Hospitals, Anheuser-Busch, and Chevron. RBR+TVBR InFOCUS Podcast listeners are familiar with Carrasco for his February 2024 appearance, in which he discussed consumer trends and marketing in the U.S. Hispanic marketplace with Adam R Jacobson.
López, while with MVS Radio, launched the largest Regional Mexican network in the country, “La Mejor.” Later, Lopez joined Univision Radio, where he served as Regional Program Director for 10 years, overseeing all of the company’s Regional Mexican stations.
