Podcasts made by and for Latinos finally make inroads in Anglo-dominated market
“The storytellers we support today can become the media and entertainment industry leaders of tomorrow,” she says.
“For so long, podcasts have been envisioned and created for this very small group of white, affluent people,” says Marlon Bishop, vice president of podcasts at Futuro Studios, the new creative wing of. Based in New York City, the nonprofit multimedia news organization was founded in 2010 by journalist Maria Hinojosa, host of “Latino USA,” the longest-running national Latino news program on public radio.
Garcia was a senior editor at WBUR, the public radio station in Boston, when she first pitched “Anything for Selena” to NPR in 2017. Futuro, as it turned out, pitched NPR on a Selena podcast as well. Instead of dividing the attentions of their audience with competing podcasts, the producers joined forces.
Julio A. Pabón, executive producer of video at Spotify Studios, took notice of Futuro’s increasing dominion over all things Latino in the audio space. In 2019, he proposed a deal with Futuro to co-create the podcast that became “Loud: The History of Reggaeton.
“While working on ‘Chalino,’ some people were like, ‘Do we want to tell another narco story?’” says Galindo. “Of course it’s unfortunate that most stories we hear about Latinos involve criminals. But if David Chase got to make six seasons of ‘The Sopranos,’ we should have space to talk about people we grew up with, and the complexities of their humanity. When people say I can’t rep my culture because it doesn’t rep everyone? That’s how they keep our stories out of the mainstream.
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