By ZHIYU LUO Staff Reporter
The Latinas of Los Angeles County, who numbered approximately 2.4 million by 2024, have a new multi-media platform that caters exclusively to their lives.
Officially launched in late August, Reyna is billed by its parent company, Burbank-based Entravision Communications Corp., as “the first-ever creator-led multi-media platform curated by Latinas, for Latinas.” The brand features a radio station, digital streaming and a mobile app. It hosts guests ranging from Adriana’s Insurance Services Inc. Chief Executive Adriana Gallardo to fitness trainer Vicky Loza. It also promises music, podcasts and digital capsules centering around “the modern bicultural Latina.”
Spanish-language radio stations emerged as early as the 1940s in L.A. and gained massive popularity in the 1990s, when KLAX-FM made history to become the most-listened-to-radio station in the county.
‘Unapologetically Latina’
The “founding principle is to be unapologetically Latina and to elevate the voices that speak to every Latina,” said Jacquelynn Carrera, senior director of audio content at Entravision who led creator curation for the brand. “I’ve poured my heart into launching Reyna because we finally have a real platform that understands me, looks like me and speaks like me.”
Eduardo Maytorena, president of Entravision’s audio division who also spearheaded Reyna, said in a statement that the brand is “one of the most ambitious initiatives” he’s participated in.
“We’re challenging ourselves to rethink what a radio brand can be by creating content the way our audience consumes it today,” he said.
