U.S. HISPANIC
Sonoro, AJ Ramos, and Toyota Launch Chasing Sueños, a Groundbreaking Video Podcast Celebrating Latin Musicians Pursuing Their Dreams
28 de febrero de 2025
The 7-episode series, presented by Toyota Corolla, leverages Sonoro’s unique expertise to connect with the fastest-growing consumer segment in the U.S
Toyota has partnered with Sonoro, the leading Hispanic media company creating culturally relevant content for a global audience, and Latin Music and Cultural Executive AJ Ramos to launch a new podcast, Chasing Sueños. The seven-episode original podcast series with visual components, presented by Toyota Corolla, is now available on Spotify, Apple Podcasts, and all major podcast platforms.
Chasing Sueños celebrates ambition, resilience, and cultural identity. Recorded in the custom- designed Toyota Studio, the series features intimate, in-depth conversations with some of the most influential Latin artists today. Episodes delve into pivotal moments of each artist’s journey— from side hustles and setbacks to breakthroughs and success stories.
Uniquely tied to the brand’s campaign that champions the perseverance of Latinos and their hustle, the Toyota Corolla takes center stage in a special audiovisual episode, seamlessly blending storytelling with product promotion. This format not only enhances the interview but also enhances audience engagement, complemented by Christian Alicea, “the next big thing in tropical music,” debuting a sneak peek of a new song, making the moment— and the brand— feel even more powerful.
Hosted and Executive Produced by AJ Ramos, a trailblazer in the Latin music and media industry, the series will feature candid conversations with influential artists driving culture. Guests include Mike Bahía, Greeicy, Edgar Barrera, Ela Taubert, Daymé Arocena, Christian Alicea, and Maffio. Collectively, these artists represent over 32 million monthly YouTube Music listeners, 30 million Instagram followers, and more than a dozen Latin Grammy accolades.
In collaboration with its Hispanic marketing partner Conill, Toyota actively explores partnerships that resonate with Hispanic communities during key cultural moments. The podcast series developed with Sonoro offers authentic content that forges deep connections by blending vibrant narratives with musical talent, exploring themes of hustle and success that reflect the essence of the Corolla family audience.
“Sonoro is proud to be the bridge between brands like Toyota and the vibrant Hispanic audiences they aim to engage,” said Camila Victoriano, Chief Content Officer at Sonoro. “Chasing Sueños reflects the passion that defines the Latin music scene, and we’re thrilled to create a platform where these stories can inspire the next generation of dreamers.”
“As Hispanic consumers continue to drive economic growth, forward-thinking brands recognize the need for culturally resonant storytelling,” said Cesar Martinez, Chief Commercial Officer at Sonoro. “By partnering with Sonoro, Toyota isn’t just reaching an important audience—they’re fostering lasting brand loyalty with the new general market, one that encompasses far more diversity than many appreciate.”
