Breaking the Cultural Barrier with Julio Ricardo Varela

“If you’re not advertising in the Latino space now... in twenty years you’re just not going to be relevant.” - Julio Ricardo Valera

Growing up bilingual and bicultural in Puerto Rico and the Bronx, Julio Ricardo Valera didn’t see media that was made for him by people who looked like him.

Establishment media (and big advertisers) have long misunderstood that the Latino community is far from a monolith, and younger Latinos like Valera simply aren’t served by Univision alone. A Gen-X Harvard graduate, Valera’s desire for English-language Latino-focused media that catered to the younger generation of Latinos led him to create Latino Rebels in 2011.

Because Valera has been able to build a loyal, underserved audience, that he can speak directly to through the audio medium he can now definitively state “our demographic is exactly the kind of Latino demographic that you want to be looking for.” And it’s paying off. His shows have attracted such big brands as Progressive, Miller Light, Don Julio, and Oxford Road’s own Indeed.

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