The panel “Audioverse Unleashed: Innovating Latino Culture Through Music, Media, and Marketing”, held during the second edition of Latino US Day at Cannes Lions International Festival of Creativity, brought together influential leaders to discuss the evolving role of audio in Latino storytelling and community engagement. The session, hosted by Advertising Week LATAM and powered by PRODU, featured Chesley Maddox-Dorsey, CEO of AURN; José Villafañe, Founder & CEO of Nueva Network; Gonzalo Del Fa, President of GroupM Multicultural; Michael Roca, Executive Director of Omnicom Media Group; and was moderated by Rene Alegría, Chief Innovation Officer of Nueva Network.
Maddox-Dorsey highlighted the critical role that American Urban Radio Networks (AURN) has played for over 50 years, especially in connecting multicultural audiences at scale. “We have to be everywhere, all the time,” she mentioned, pointing to AURN’s expansion into digital, programmatic, and even gaming to meet younger audiences where they are. “Everyone games,” she noted, as the company prepares to launch a Spanish-language gaming show.
Gonzalo Del Fa, Chesley Maddox-Dorsey, Michael Roca, José Villafañe, and Rene Alegría
José Villafañe, whose Nueva Network launched in 2021, explained the strategy behind Qué Onda, its digital extension. “We knew from the beginning we needed to be in podcasting, streaming, and social,” he said. “But first, we focused on doing radio right.” Now, Nueva Network reaches over 550 stations with 95% coverage and is preparing to launch 40 new podcast titles. Villafañe also pointed out the impact of long-term radio endorsements. “In markets like D.C. and Boston, 75% of our local advertisers rely on endorsements — not just spots — because those personalities build real trust.”
From the agency side, Gonzalo Del Fa stressed the historical importance of radio for Latino audiences. “It was the original social media,” he affirmed. “For immigrants, it was the DJ who told you where to go, what to do, who to trust.” As media categories blur, Del Fa urged brands to adopt dynamic, integrated audio strategies: “The challenge is no longer just about reach. It’s about showing up where consumers are — and Latinos are listening.”
Michael Roca echoed that sentiment, noting that while audio is central to the consumer experience, it’s often underfunded. “We have to take the ‘me’ out of media,” he said, referencing the lack of awareness in some marketing circles. “There are no more excuses. Audio content today lives across platforms — radio shows have podcast versions, videocasts, and social media extensions. It’s measurable, accessible, and highly effective.”
The conversation also touched on the cultural shift driven by artists like Bad Bunny. “He’s not crossing over — he’s making the market come to him,” Villafañe added. “From sneakers to SNL, he’s a total-market brand built on authenticity.”
In a media landscape fragmented by platforms but unified by purpose, these leaders agreed: Audio remains one of the most powerful tools to authentically reach and empower Latino communities. As Alegría concluded, the audioverse is no longer a theory — it’s happening now, and it’s reshaping culture in real time.
