Brands on the Rise is a regular Ad Age feature that highlights the marketing and sales tactics of successful challenger brands. Read the other installments here.
When Remezcla launched in 2006, “Latin culture was, like, one radio station or maybe two channels and it was basically composition,” said Andrew Herrera, CEO and co-founder of digital magazine Latinx young. culture. But now, with the Hispanic population accounting for 19% of Americans, Latinx culture is dominant, which means brands must find new ways to cater to the public and its growing buying power. And Remezcla has become a go-to resource for brands looking to do just that.
The company, majority-owned by Herrera, now houses a creative agency and, more recently, a production studio in addition to the magazine. It has attracted brand companies such as McDonald’s, Cheetos, Brooklyn Museum, Netflix, Tecate and Major League Baseball, which has hired Remezcla as its multicultural referral agency.
Meanwhile, Remezcla continues to develop its media activity. It has evolved from a blog-style city guide to New York’s Latin music scene to more broadly covering Latinx art and culture, and attracts a majority Gen Z audience among the 15 million it reaches. each month on its own channels. And while former Spanish-language media companies, including Telemundo and NBCUniversal-owned TelevisaUnivision, may achieve greater scale, Remezcla fills a void by reaching progressive, bilingual Hispanic youth with authenticity for the community that has become more stronger and more vocal, especially under the Trump administration, said Michael Roca, managing director of DE&I investments at Omnicom Media Group.
“If we look at Gen Z and Gen Alpha, almost one in four Gen Alphas are Hispanic and they influence the culture,” Roca said, citing the growing popularity of reggaeton and musicians like J Balvin, Bad Bunny and Rosalía. . “Just look at Spotify – of the top songs from last summer, half of them were in Spanish.”
Remezcla has increased its revenue in 2022 by more than 150% and its media revenue, including all ad-supported published content, has soared 1,100% since the start of the pandemic.
Below is more information on Remezcla’s origin story, marketing tactics and next steps for the brand.