multicultural audiences


What: NBCU Hispanic Enterprises and Content  and DEFY Media,  leading independent creator and distributor of digital content focused on the influential 13-34 demographic, will partner.
Why it matters: Original Content Creators, both NBCU and DEFY Media will combine expertise to offer vew formats and concepts to Millennial, Mobile and Multicultural Audiences, that is “Generation M.  Defy is part of a new breed of digital media companies that produces original online content for the 13-34 age group.

nbcuniversal_400x4000ab9a404a0a7b10a10a0e8a97d4cc5cf_400x400NBCU Hispanic Enterprises and Content announced plans to partner with DEFY Media, a leading independent creator and distributor of digital content focused on the influential 13-34 demographic. The alliance will build upon the combined expertise of each media company to develop new social and mobile content specifically designed for “Generation M” (Millennial, Mobile, Multicultural).  The partnership will be focused around DEFY Media’s popular Spanish-language channel, Clevver Teve, with initial initiatives centered around moms, fitness and beauty running across digital, linear and mobile platforms launching in the fourth quarter of 2015.

The deal will build on DEFY Media’s leading position as one of the largest creators of original content for the Millennial audience, with a massive reach of over 50 million YouTube subscribers and over 500 million monthly video views, and tap into NBCU Hispanic Enterprises and Content’s extensive reach and experience engaging Hispanic across television, digital and mobile platforms. The new formats and concepts, produced in Spanish and English, will also leverage access to talent and studios from both companies to bring high quality, customized content to the coveted and highly engaged Hispanic audience.

“DEFY Media has consistently been ahead of the curve in bringing innovative and highly social content to the marketplace,” said Peter Blacker, Executive Vice President, Digital Media and Emerging Businesses, NBC Universal Hispanic Enterprises and Content. “We are thrilled to be their official Hispanic partner and look forward to working together to create new and exciting products that engage the U.S. Hispanic audience in multiple languages and on multiple platforms.”

Keith Richman, President, DEFY Media, said: “NBC Universal Hispanic Enterprises and Content leads the industry with its innovative approach to engaging Hispanics across all platforms in Spanish and English. We are excited to grow this market together with new concepts and experiences.”

moguldom_home_Innovation_Final 300Moguldom Media Group, a digital media company serving multicultural audiences, announced the launch of Lossip, the Hispanic counterpart to Moguldom’s popular African American destination, Bossip. The English-language website will cover pop culture and entertainment for the young Hispanic audience, with particular resonance among multicultural females 18-34. The site is the inaugural production of Moguldom Hispanic, a new division dedicated to providing engaging content and a strong voice for today’s culturally savvy and digitally native Hispanic audiences.

“Unlike traditional Hispanic media, which tends to cater to advertisers and celebrities rather than its actual consumers, Lossip and other Moguldom Hispanic properties will create content that puts users first,” said Lossip Deputy Editor Sugey Palomares.

Moguldom Hispanic will follow its launch of Lossip with the introduction of LatinaMadre, with a focus on young Hispanic mothers, later this year.

“We won’t be afraid to take a strong point of view—we’ll speak ‘sin pelos en la lengua,’ and serve as a pop culture curator for the new Latino generation.”

Topics covered will include mainstream and up-and-coming Latino crossover celebrities, leaders of Latino urban culture, and political figures and issues. Content will include original editorial and video productions for web and mobile as well as authentic native advertising opportunities for Moguldom’s brand partners.

With the creation of its new Hispanic division, Moguldom builds upon its reputation for delivering the most engaging content to its audience —outperforming entertainment news properties such as TMZ, Gawker, and RadarOnline. Lossip will bring Moguldom’s proven mix of authenticity, leading-edge digital media expertise, and urban sensibility to engage young Hispanic females, filling an unmet need for strong, opinionated, and funny coverage, and going beyond race and language to address young Latinos’ cultural duality.

The millennial Hispanic audience targeted by the new Moguldom division—two-third of whom were born in the U.S.—differs in significant ways from earlier generations. Unlike their parents, who kept a lower profile, most Hispanic millennials aren’t afraid to stand out, be unique, and claim their Latino identity. English is their primary language and as a result they are likely to visit English-language websites. They are also highly mobile, social, and tech-oriented: half of Hispanics 18-29 use a mobile device for Internet access at home, and consumer technologies are key markers of status. Moguldom Hispanic will follow its launch of Lossip with the introduction of LatinaMadre, with a focus on young Hispanic mothers, later this year.