Wilmer Valderrama Becomes Shareholder of IHeartMedia’s My Cultura Podcast Network

Wilmer Valderrama is taking on more responsibility…

The 42-year-old Venezuelan and Colombian American actor has expanded his role with My Cultura Podcast Network from iHeartMedia by becoming a shareholder.

Wilmer ValderramaIn addition, Valderrama will help to curate the network’s slate of Latinx-focused podcasts and has committed to five new shows that will be executive produced by and/or star him.

According to the company, monthly podcast downloads across My Cultura have more than doubled since the beginning of the year, with 9 in 10 of the network’s total downloads coming from listeners aged 18-49.

“Representation shapes not just how others see us, but also how we see ourselves. It is imperative that every facet of our media includes narratives that uplift Latino and Hispanic voices,” Valderrama tells Deadline in an exclusive statement. “At WV Entertainment it is our mission to not just choose purposeful projects that accurately represent the stories of the Latinx community but to also make sure these stories are accessible to everyone. We are so grateful to our partners at iHeartMedia for seeing the value in this and prioritizing the need to highlight the joy, the power, and the heart of our community in ways that are still all too rare.”

Valderrama’s relationship with My Cultura began in the Summer of 2021 with the launch of his podcast, Essential Voices with Wilmer Valderrama.

The weekly interview series, executive produced by Valderrama and Leo Klemm via his production banner WV Entertainment and Clamor, features conversations with people in the front line of food service, transportation, child-care, and other systems where workers’ voices are often overlooked.

“We are excited to have Wilmer on board in an even larger, expanded capacity as a shareholder in iHeart’s My Cultura Podcast Network,” said Conal Byrne, CEO of iHeartMedia’s Digital Audio Group. “His energy, experience, and creativity will set this network up for even further success in year two and beyond.”

“We’re incredibly proud of the rapid growth our network has seen in its first year,” said Gisselle Bances, SVP, Head of Production and Development for iHeartMedia’s My Cultura. “We are the first majority Latinx-owned podcast network, and we are grateful to our partners and our diverse roster of hosts, including Wilmer, who continue to further My Cultura’s mission to tell our own stories. It’s stories by us for everyone to enjoy.”

Other popular podcasts from My Cultura include Connections with Eva LongoriaPrincess of South Beach starring Rachel Zegler and Sheryl RubioWrestling with Freddie from Freddie Prinze, Jr., Sisters of the Underground executive produced by Eva Longoria and Dania RamirezChiquis and Chill, and Lone Lobos with Xolo Maridueña and Jacob Bertrand. Listeners can hear all My Cultura shows on iHeartRadio and anywhere podcasts are found.

National Hispanic Media Coalition to Honor Colman Domingo at This Year’s Impact Awards Gala

Colman Domingo is makin’ an impact…

The National Hispanic Media Coalition has announced its honorees for this year’s Impact Awards gala, with the 52-year-old Belizean-Guatemalan American actor and social justice activist among those being feted.

Colman DomingoDomingo is part of a roster of honorees that includes Francia RaisaGeorge Lopez, Mayan Lopez and Yvett Merino.

On My Block star Jessica Marie Garcia will serve as host of the festivities; U.S. Congressman Joaquin Castro will make a special appearance.

Returning to the Beverly Wilshire Hotel after last year’s virtual celebration, the Impact Awards celebrate the outstanding individuals dedicating themselves to creating a more inclusive entertainment industry through the positive portrayal of the Latinx community, both in front of and behind the camera.

“This year’s honorees have helped push the industry forward and have been instrumental in the movement for an increased and accurate representation of Latinos in Hollywood from the very start of their careers,” said Brenda Victoria Castillo, President & CEO of the National Hispanic Media Coalition in a statement. “NHMC is thrilled to be returning to an in-person celebration after a year, and what better way to make our return than by honoring some of Hollywood’s most illustrious movers and shakers.”

The Impact Awards Gala is just one part of the NHMC’s overall mission to spotlight the importance of accurate, fair, and positive representation in media, including advocating for an increased number of Latino writers on major networks, the increased representation of diverse talent on major television and film sets, and educating media and industry executives on the variances of Latino culture.

The Impact Awards gala will take place on September 9.

Wilmer Valderrama Partners with John Pollak to Launch Latino Talent Agency ‘Allied Management Group’

Wilmer Valderrama is hoping to expand Latino voices in Hollywood.

The 42-year-old Venezuelan and Colombian American actor, producer and activist has joined forces with former NBCUniversal executive John Pollak to launch Allied Management Group.

Wilmer Valderrama The company is focused on partnering with, collaborating, and representing new and existing Latino voices across traditional and digital media.

Pollak and Valderrama are co-founders and co-owners of L.A.-based AMG.

After two decades in the entertainment business as both a global distribution head and producer, Pollak will oversee day-to-day operations.

Clients include Dhana Media, the company led by producers Mari Urdaneta and Liliana Moyano who are behind Amazon’s scripted series Maradona: Blessed Dream and Univision’s The Jenni Rivera Story, Tuti Loor, showrunner of CNN’s Searching for Mexico with Eva Longoriaand L Word writer Maria Renee Prudencio.

Valderrama is the latest actor to make the move into management; last year, Kenan Thompson launched Artists for Artists and formed a joint venture with McKeon/Myones Entertainment.

“Latino talent has traditionally been relegated to the Latin American arm of major Hollywood companies but thanks to an exciting industry shift bolstered by the rise of global streaming platforms, they are now a major part of the general US market. Our mission will be to champion current talent and discover new voices who can help create content that is relatable to all audiences including the 200% demographic – consumers who see themselves as both 100% American and 100% Latino,” Pollak told Deadline.

Added Valderrama, “As a community, it is vital that we see ourselves on screen – it shapes both how we see ourselves and how others see us. However, the reality is that there’s an undeniable void of authentic stories being told by Latino voices and through the perspective of our creators. I am so excited to partner with John and the rest of the AMG team. Together we will discover and cultivate new voices, and help our talent deliver fresh, authentic Latino storytelling to audiences in the US and around the globe.

AMG’s roster of clients includes the following Latino creators:

Dhana Media (Maradona: Blessed Dream/Amazon; The Jenni Rivera Story/Univision), led by producers Mari Urdaneta and Liliana Moyano;
Crea84U (Borrego/Paramount), led by producers Monica Gil-Rodriguez and Julie and Phantoms’ Jaime Aymerich;
TDO (Rebelde/Netflix; Corazón Contento/Amazon) led by producer Paulette Bensussen;
Writer Maria Renee Prudencio (L Word/Showtime);
Writer Ricardo Avilez Mozota (Las Vocales/Vix; Fake/Netflix; El Galan/Disney);
Writer/Director Marcelo Tobar (Ana/Pantaya; Amarres/HBO Max; and
upcoming No Culpes al Karma/Netflix);
Director Alejandro Hartmann (Carmel: Who Killed Maria Marta?/Netflix);
Showrunner Tuti Loor (Searching for Mexico with Eva Longoria/CNN; Now and
Then/Apple TV);
Showrunner Moira Noriega (Ultimate BeastMaster/Netflix; Essential Heroes: A Momento
Latino Event/CBS Special; Treasure Truck/Nickelodeon);
Author Andrew Paxman (Jenkins of MexicoEl Tigre: Emilio Azcárraga y su imperio
Televisa with co-author Claudia Fernández)

New projects and clients will be announced in the coming weeks.

Jay Hernandez to Star in Film Adaptation of Humberto G. Garcia’s Book “The Mustang Miracle”

Jay Hernandez isn’t afraid to play the long game

The Mexican actor and Magnum P.I. actor will star in the film adaptation of Humberto G. Garcia’s book The Mustang Miracle.

Jay HernandezMucho Mas MediaEndeavor Content and Bonniedale will finance and produce the inspirational period golf feature, which will be named The Long Game. Physical production will begin this month.

In addition to Hernandez, The Long Game will also star Jaina Lee OrtizDennis Quaid and Julian Works.

Based on a true story set in mid-1950s Texas, the film spotlights five young Mexican-American caddies at a local, exclusive golf club where the discriminatory laws of the era forbade them from playing. Out of their love for the game, they created their own homemade course in the Texas desert and, with the help of a resilient Latino coach, went on to overcome the challenges of racism and discrimination to beat the wealthy, all-white teams to win the 1957 Texas State High School Golf Championship.

“As a company committed to celebrating and telling meaningful stories about the Latinx community across all platforms, we are fortunate to be able to reteam with Endeavor Content, Bonniedale, and Julio to bring this moving story to life,” said Mucho Mas partner and producer Javier Chapa.

Chapa will produce with Bonniedale’s Quaid, Laura Quaid, and Ben Howard along with Marla Quintana. Jay Hernandez, Phillip Braun, Jason Gerber, and Simon Wise will serve as executive producers alongside Bruce Barshop and Vincent Cordero.

The project reteams the producers and director behind the 2021 hit Netflix Original drama, Blue Miracle, starring Quaid.

“We could not be happier than to reteam with our Blue Miracle partners on this ‘50s-era story that personifies strength, guts, and determination by the young men the film is based on. Their inspiring triumph to overcome prejudice and break barriers has inspired golfers of color, both professional and amateur, for decades to come,” stated Ben Howard, Producer and Partner at Bonniedale.

Julio Quintana will direct from a screenplay by Quintana, Paco Farias, and Jennifer C. Stetson.

“We are deep fans of Julio’s work and are inspired by his dedication to telling authentic and grounded Latino stories, especially those pivotal, game-changing events that are excluded from history,” said Cristina Garza and Dan Guando, SVP’s TV & Film Development and Production, Endeavor Content.

Brigitte Muñoz-Liebowitz Extends Overall Deal with Sony Pictures Television

Brigitte Muñoz-Liebowitz is staying with Sony…

The half-Colombian American television producer, director and writer has extended her overall deal with Sony Pictures Television.

Brigitte Muñoz-LiebowitzMuñoz-Liebowitz is the executive producer and showrunner of Gordita Chronicles, the coming-of-age HBO Max comedy series, which premiered this past week.

Under the new multi-year pact, Muñoz-Liebowitz will continue to develop scripted comedy series across cable and streaming, as well as run Gordita Chronicles if the series, which is drawing solid early reviews, is renewed for a second season.

Muñoz-Liebowitz already has a number of projects in the works, including Birthright, which she is co-writing with Lindsay Golder.

Created by Claudia Forestieri, Gordita Chronicles is set in 1980s Miami and tells the story of the Castellis who move from the Dominican Republic in pursuit of the American dream.

In shepherding Gordita Chronicles, which Muñoz-Liebowitz executive produces alongside Forestieri as well as Josh Berman, Jennifer Robinson and Chris King of SPT-based Osprey Productions, Eva Longoria, who directed the pilot, and Zoe Saldana, Mariel Saldana and Cisely Saldana for Cinestar Pictures, she draws on her personal experience.

Muñoz-Liebowitz, who grew up in Santa Clarita, CA, is the daughter of a Colombian immigrant mother who came to the US when she was 12, and a New York Jew father. Raised by her mom, dad and her Colombian grandmother, who only spoke Spanish, in a predominantly white neighborhood, “I was one of the brownest people in my class and the only person with two Zs and a tilde in their name, and I had very much a feeling of being the weirdo outsider,” Muñoz-Liebowitz said. “A lot of the things I really connected to when I read the original script were those feelings, and I also really saw my own family in the story of the Castellis and Gordita Chronicles, so many of the stories my mom had told me about when she came to the United States were some of the same exact stories in the show.”

With a Florida immigrant family pursuing the American dream at the center and a story told through the eyes of a school-age child, Gordita Chronicles draws parallels to ABC’s Fresh Off the Boat. Besides the Castellis coming straight from their country of origin vs. Washington DC where the Huangs moved from with their U.S.-born children, “our tone is slightly different,” Muñoz-Liebowitz said. “We tried to, not speaking about content necessarily, but we really tried to go for a different sort of comedy style, which is a bit more cinematic, referencing a lot of the movies that we grew up watching in the 80s that we looked at and were aspiring to when we thought of the American dream, the John Hughes movies and Chris Columbus films.”

Those include 16 Candles, Pretty In Pink, Ferris Bueller’s Day Off, as well as Home Alone, which came out a few years later.

“The pacing also is quite a bit slower,” Muñoz-Liebowitz said, adding that Season 1 chronicles the family’s first few months in the new country.

Muñoz-Liebowitz says she’s always wanted to be a TV writer ever since she was a child. With an educator mother and a small business owner father, she didn’t have any connections in the business, so “I had to figure it all out for myself,” she sad.

She finished USC with a degree in screenwriting but then switched gears by going to graduate school at Columbia University for producing.

“I discovered after going to USC that at that time, the kinds of stories that I wanted to tell were not attractive to studios because they were stories about people of color, that my that kind of humor wasn’t really à la mode.”

She worked briefly as a line producer and a production manager in New York in indie film and commercials while taking comedy classes. Her first television job was as a script coordinator under Jonah Nolan and Greg Plageman on the pilot for Person Of Interest and then she became a writers assistant on the series, moving to Los Angeles.

“So I actually learned about TV writing from drama writers on a sci-fi procedural,” Muñoz-Liebowitz said.

During her time on the series, Muñoz-Liebowitz kept applying to the NBC Writers On the Verge program while taking classes at the Groundlings and Improv Olympic West. She got into the NBC program on her third try. Her first job out of that was on Brooklyn Nine-Nine, which led to a string of writing gigs on TBS’ People of Earth, NBC’s Abby’s, Disney+’s Diary of a Future President, HBO Max’s Love Life, and the Sony TV-produced One Day At a Time, on which she served as a Co-Executive Producer.

One Day At a Time was a wonderful experience because it was, I think, the first really safe space to be able to be myself entirely as a woman Latinx comedy writer, and watching [co-creator/EP] Gloria Calderón Kellett just be herself and push for the show and the content that she wanted was really inspiring.”

Muñoz-Liebowitz’s work on One Day at a TIme also got the attention of Sony TV brass who signed her to her first overall deal in 2020.

“Brigitte was a superstar for us on One Day At A Time and we quickly made a development deal with her to solidify our relationship,” said Glenn Adilman, EVP Comedy Development, Sony Pictures Television. “She did an incredible job running the amazing first season of Gordita Chronicles for HBO Max, where she helped build a very strong room of diverse writers and supported creator Claudia Forestieri’s great vision. We are beyond excited to have Brigitte tell her stories and continue our wonderful relationship together.”

Those stories include Birthright, about a Latinx woman who converts to Judaism for her fiance, then gets dumped at the altar and has to decide, am I still Jewish?

“It’s a comedy about identity and the different spaces we can we can fit into in our lives,” said Muñoz-Liebowitz who produces the project with her co-writer Golder as well as Israeli company MA Productions.

While all of her existing projects in development are comedy, Muñoz-Liebowitz said that she loves watching dramas and is open to revisiting her TV beginnings by tackling a drama under her new deal with Sony TV.

“Sony has been so incredibly supportive of all the projects that I brought to them,” she said. “They’ve been such wonderful creative partners, I’ve just felt like they’ve had my back and supported my vision.”

Ricky Martin Partners with Lin-Manuel Miranda & Hispanic Federation to Launch Advance Change Together Initiative

Ricky Martin is hoping to advance change in support of the LGBTQ+ community…

This week, the 50-year-old Puerto Rican singer, songwriter and actor has teamed up with Lin-Manuel Miranda and the Hispanic Federation have announced Advance Change Together (ACT), a new initiative to support Latinx-led LGBTQ+ organizations.

Ricky Martin“Mi gente, we are always more powerful together,” Martin said in a video shared on social media. “We must unite to fight against attacks on the LGBTQ+ community, and speak up for the most marginalized among us.”

According to a press release, the initiative “will empower and support organizations working on the frontlines to protect and serve LGBTQ+ Latinx communities.”

The announcement was made June 14 as Pride Month festivities continue and just days after the six-year remembrance of the 49 lives that were taken during the Pulse Club massacre in Orlando, Fla.

Disney’s Onyx Collective Orders Don Francisco’s Limited U.S. Latino History-Themed Docuseries “Gigante”

Don Francisco is bringing a gigantic Latin immigrant-themed project to life…

Disney’s Onyx Collective has ordered the four-part limited docuseries Gigante from the 81-year-old Chilean television host (real name: Mario Kreutzberger) and Mucho Mucho Amor: The Legend of Walter Mercado filmmakers Alex Fumero and Kareem Tabsch.

Don FranciscoGigante will be streamed exclusively on Hulu in the U.S., Star+ in Latin America, and Disney+ in all other territories at a future date.

Spanning through four distinct eras in U.S. Latino history, Gigante tells the story of how immigrants from different Latin American countries created a tenuous alliance that would come to harness the social capital, economic prowess, and political influence that forever changed the United States. With the unfettered participation of Don Francisco, access to 53 years of Sabado Gigante archives, and interviews with A-list celebrities, Gigante explores how the longest-running variety show in the history of television helped shape a new demographic and became a political force.

“To say we are enthusiastic about this project would be an understatement,” said Jihan Robinson, vice president of Nonfiction, Onyx and Freeform. “Don Francisco and this series played such a huge role in the lives of the Latinx community and have left a lasting impact on this country. We are thrilled it has found a home with Onyx and to continue the Sabado Gigante legacy.”

Emmy Award-winner Don Francisco is the creator and star of Sabado Gigante, the iconic Spanish-language game show that ran for 53 seasons on Univision earning the Guinness World Record for longest-running variety program.

“I’m at a time in my life where it is more interesting looking backward,” shared Don Francisco. “Where I have the full perspective of not only my 60 years as a professional but also where I’m able to fully analyze Don Francisco and Sabado Gigante’s record-breaking run and what it meant to so many people. I’m beyond happy to have the opportunity to tell the story with this amazing team and thankful to Onyx for helping us bring our show to a brand new audience.”

Tabsch serves as executive producer and director alongside Fumero, who serves as executive producer and showrunner under their Trojan Horse banner. The series is a Foton.Pictures production. The concept was conceived by Fumero and Tabsch.

“Hispanics. Latinos. Latinx. Whatever you may call us or whatever we may call ourselves, so few people understand who we are and where we came from — including us,” Tabsch shared. “Gigante is the definitive Latino origin story told through the lens of Sabado Gigante, one of the most beloved programs in the Spanish-speaking world and a staple in all our homes. The series will tell how a Chilean Jewish immigrant in Miami managed to shape the way that millions of other immigrants from dozens of nationalities across the Western Hemisphere identified themselves, bringing us all closer together and forever changing the face of the United States and Latin America in the process.”

“This is an extremely personal project for us and is very much part of our DNA as a company,” adds Carlos Enrique Cuscó, CEO of Foton.Pictures. “Bringing impactful and relevant stories to the foreground with such hugely talented creative partners like Kareem and Alex is the reason we got into this business. To now partner with Onyx Collective and get the opportunity to share our story as Latinos, with the participation of Don Francisco, is a dream come true. We could not be more honored to be producing this ambitious project with Onyx Collective and Trojan Horse.”

Omar Apollo to Perform at This Year’s Austin City Limits Music Festival

Omar Apollo is reaching his (Austin City) Limits

The 24-year-old Mexican American bilingual singer/songwriter will perform at this year’s Austin City Limits Music Festival.

Omar ApolloApollo, a two-time Latin Grammy nominee, will perform on both weekends of the festival, which take places over the course of two weekends at the city’s downtown Zilker Park, with bands playing across nine stages on October 7-9 and October 14-16.

But Apollo isn’t the only Latinx artist set to perform…

BIA, born Bianca Miquela Landrau, will also form part of the eclectic lineup at this year’s fest. The 30-year-old half-Puerto Rican singer rose to acclaim with the hit single “Whole Lotta Money.”

Other Latinx performers include The Marias, Sabrina Claudio and Lido Pimienta.

ParamoreLil Nas XP!nkRed Hot Chili PeppersThe ChicksSZAKacey Musgraves and Flume the event.

Three-day Tickets are currently on sale here, with layaway plans starting at $25 down and 3-day general admission tickets for both weekends on sale here.

The lineup for the Austin Kiddie Limits will be announced soon, with music fans ages 8 and under admitted free of charge when accompanied by a ticketed adult.

Jon Huertas & His “This Is Us” Mates Launch Somos Nosotros Fund to Support Latinx Students in the Arts

Jon Huertas is helping the next generation of Latinx talent…

The 52-year-old half-Puerto Rican actor and his This Is Us cast mates and the show’s creator are launching a scholarship fund to support Latinx students with big Hollywood dreams.

Jon HuertasHuertas, his costars Mandy MooreMilo VentimigliaSterling K. BrownJustin HartleyChrissy MetzChris Sullivan, and Susan Kelechi Watson, as well as series creator Dan Fogelman, have partnered with the art advocacy group Nosotros on the creation of the Somos Nosotros Fund.

It will be used to bolster the quality of inclusion from a creative perspective.

The Latinx-focused scholarship fund is the culmination of a conversation that started over parity late last year when Huertas was given a lower bonus than his costars, This Is Us original cast members offered to pool together a portion of their final season bonuses when fellow series regular Huertas had been given less, an offer which he declined.

Huertas approached Nosotros, founded by Hollywood legend Ricardo Montalbán in 1970, with the idea of starting a scholarship fund because of his deep respect for its history of serving Latino artists.

“The primary directives of the Somos Nosotros fund is to solidify and build on Nosotros’ current initiatives while creating more opportunities to foster Latinx talent,” said Nosotros president Joel M. Gonzales. “The initiation of this fund serves as an inaugural partnership between Huertas and Nosotros where he will serve in a high-visibility Advisory role alongside Nosotros’ already well-established leadership.”

The cast’s generous contributions will be pooled with other donations from organizations like NBC, Netflix, and other endowments.

“We’re going to continue to fundraise every year,” says Huertas. “We’re starting an advisory committee for the fund so we can keep this going for the next 20 or 30 years. It would be nice to reach a point where we won’t need something like this one day but until we do, we as Nosotros will continue to fundraise and contribute to this fund as deeply as we can continue to develop programs and initiatives for the Latinx community which is very important to me.”

In one of its first initiatives, Nosotros is joining AFI in establishing a scholarship for Latinx fellows who enroll in AFI’s writers MFA program. Both Huertas and Gonzales believe that giving new writers the opportunity to earn their MFA, with less burden moving into their career, will give them a leg up to create and write strong, well-developed Latinx characters and stories.

“With the show ending, we really wanted to honor this amazing experience we shared by doing something big. Someone in the cast suggested we could start a charity which got me thinking about the representation of Latinx characters and how we still need a push towards that—with regard to the quality, not the quantity,” Huertas tells Deadline of how the idea for the Fund was born.

“I thought, ‘Wouldn’t it be great if we as a cast could give a leg up to the next Latinx writer? Someone who can create compelling stories for Latinx characters, possibly new television shows, who can be writers in writers’ rooms that invest in, protect, and elaborate on Latinx characters.’ They loved the idea and we agreed we should go for it. I’ve worked with Nosotros in the past on other initiatives and knew they would be the perfect partners.”

The Fund announcement arrives ahead of the May 3rd airing of the This Is Us episode titled “Miguel,” where fans finally will learn the backstory of Huertas’ character. The episode is a celebration of Latinidad, as well, the goes beyond what viewers will see on screen.

“Miguel” was written by This Is Us staff writer Jonny Gomez and was directed by Zetna Fuentes.

“Fans can expect to see what shaped Miguel’s life,” he says. “What parts of his life contributed to how he approaches life with the Pearsons, how he treats his wife, and how he represents himself in the family. He hasn’t had the easiest of journeys, which is something people don’t know about him yet. I’m excited for them to be able to look through that window.”

He continued, “We’re going to celebrate him and his Afro-Latinidad, his family, and the diaspora that kind of gets overlooked when you think of Latinx. I love that we got to speak to that on the show. Hopefully, this episode will help people love Miguel all the way around.”

TikTok Names Anitta its First Official #Rompiendo Artist

Anitta is counting down to a new partnership…

TikTok has announced the launch of a new program dubbed #Rompiendo, with the 29-year-old Brazilian star the first artist to be featured in the new program.

Anitta#Rompiendo is meant to “highlight the success and impact” of Latinx music and artists on the app. According to the social media company, the program includes promotion, playlisting, inclusion on TikTok radio and a feature on @MusicOnTikTok socials.

Anitta is a strong first choice to launch the program.

Her single “Envolver” has been used in more than 2 million videos after the song and its dance challenge went viral on TikTok. A new #Rompiendo artist will be announced every two weeks.

Most recently, Anitta made her Coachella debut with an epic set that brought Brazil to the desert and featured surprise guests such as Snoop Dogg, Saweetie and Diplo.

In mid-April, she dropped her long-awaited album Versions of Me, which includes “Envolver.” The cheeky reggaeton track peaked at No. 1 on the Billboard Global Excl. U.S. chart earlier this month, marking the first leader on the list by an artist from Brazil.

#Rompiendo is TikTok’s latest effort to propel Latinx creators on the app. Last year, during Hispanic Heritage Month, TikTok and MACRO — a media company that represents the voices and perspectives of Black people and persons of color — teamed up to launch a new incubator called TikTok Latinx Creatives in an effort to help further grow the Latinx creative community on the platform. The 10-week program focused on “nurturing and developing” 150 talented Latinx creators and music artists.

“We’re driven to spotlight and support Latinx talent with a platform that amplifies their voices and a community that is moved by them,” TikTok said in a statement at the time of Latinx Creatives’ launch.

According to TikTok, popular Latinx community hashtags — including #Latino, #Latina, #Familia, #Hispanic — generate “significant” community engagement and have accumulated billions of video views.