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Podcasts made by—and for—Latinos are going mainstream.

Feb 22 2022

Podcasts made by—and for—Latinos are going mainstream. YPulse research found that 65% of 13-39-year-old Hispanic consumers listen to podcasts. Recently, a slate of podcasts hosted by Latino hosts and made for Latino audiences have been trending: Erick Galindo always wanted to create a podcast that would resonate with his Mexican parents, and at the beginning of February, he released Ídolo: The Ballad of Chalino Sánchez, a bilingual eight-episode murder mystery that looks at the life and death of a beloved regional Mexican folk legend. Produced in collaboration with Latin multimedia companies Sonoro and Futuro Studios, Galindo is planning for Ídolo to be a larger podcast dedicated to Latin pop culture icons. It’s the latest in a “spate of buzzy Latin music podcasts” that have emerged in the last year, including Loud: The History of Reggaeton and Anything for Selena. As Latin music becomes popular beyond the Hispanic community (i.e. Disney’s Encanto soundtrack and Bad Bunny’s upcoming stadium tour, which became the “fastest tour to sell out on Ticketmaster since 2018”), Latino podcasters are seeing an opportunity for further growth. According to Sonoro Co-Founder and Head of Partnerships, Camila Victoriano: “We’re bringing to life so many stories from Latinx writers who typically wouldn’t have their ideas developed by Hollywood, because they wouldn’t be taken seriously despite the huge audience demand for Latinx content.” (LA Times)