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Portada interviewed Katie Melenbrink, Public Relations & Marketing Director at Hemisphere Media Group, Inc on the company’s recent investment in REMEZCLA, a media brand targeting the highly coveted Latino Millennial audience. One of the key questions Melenbrink answered is that the investment was a minority stake. For mostly cable oriented property Hemisphere TV, the investment in REMEZCLA amounts to a content production and Millennial digital ( video) play.

Portada: Can you be more explicit about your investment in REMEZCLA?
K.M: “REMEZCLA has a proven track record of developing compelling, custom-branded content and we are excited to leverage their expertise to bring a digital-first mindset to Hemisphere and gain even greater exposure to a large and fast-growing digital ad market targeting millennials generally and younger Hispanics in particular. Importantly, the investment provides Hemisphere with a digital strategy for its ad sales offering and provides potential cross‐selling opportunities between sales organizations (and intro to Remezcla’s Fortune‐500 clients). We will also leverage Remezcla’s newly‐opened production studio, co‐develop short‐form and long‐form digital video content, which can be utilized across our TV assets and OTT platform.”

Portada:Is it a majority stake or a minority stake?

K.M: “Minority stake.”

Portada: How is Remezcla going to work going forward (e.g. is the management going to change or not/ new strategies etc).?
K.M: “The REMEZCLA management team and strategic priorities will remain unchanged. Though the REMEZCLA sales force and content production arm will work closely with the respective Hemisphere teams to drive synergies.”

What: Hemisphere Media Group has announced the company’s investment in REMEZCLA, a media brand targeting the highly coveted Latino Millennial audience.
Why it matters: By capitalizing on REMEZCLA’s expertise and reach, Hemisphere is attempting to reach the younger, acculturated Hispanic market.

Alan Sokol, President and Chief Executive Officer of Hemisphere, announced the company’s investment in REMEZCLA, a media brand targeting the highly coveted Latino Millennial audience.

 

Of the 57 million Hispanics in the U.S. today, over 60% of them are Millennials or younger. By capitalizing on REMEZCLA’s expertise and reach, Hemisphere will try to well positioned to increase exposure to this younger, acculturated Hispanic market, while expanding our existing portfolio and developing advertising synergies for our channels.

Along with our Canal Uno joint venture in Colombia, which we began operating with our partners on May 1st, and our OTT partnership with Lionsgate that will launch later this year, we believe that we have made compelling investments that expand our offerings, broaden our audience, and ultimately position us to define the future of the Hispanic video content landscape.”The Company also announced an investment in REMEZCLA, LLC, an influential digital media company targeting English speaking and bilingual U.S. Hispanics aged 18-35. The Company’s investment is a complementary extension of Hemisphere’s portfolio, broadening the Company’s footprint and its reach with the highly coveted Millennial audience.

Of the 57 million Hispanics in the U.S. today, over 60% of them are Millennials or younger.

Based in Brooklyn, Hemisphere believes that REMEZCLA is the most authentic creator of content for young Latinos. Emerging from a grass-roots movement of young Latino creatives, REMEZCLA seeks to promote emerging Latin culture (Music, Sports, Film, Food, and Lifestyle) through innovative digital content.

“Hemisphere’s investment is a testament to the strength of the REMEZCLA brand and our commitment to provide the best content experience for Latino Millennial audiences,” said Andrew Herrera, Chief Executive Officer and Founder of REMEZCLA. “I look forward to capitalizing on Hemisphere’s significant expertise to further scale our video content offering, grow our audience, and strengthen our advertising partnerships.”