Hyphenate Media Group, the banner headed by Eva Longoria and Cris Abrego, has taken an equity stake in iHeartMedia’s My Cultura podcast network and will produce a slate of new titles for the Latino-focused platform.
The deal is an outgrowth of Longoria’s work with iHeart over the past three years as host of the “Hungry for History” and “Connections with Eva Longoria” podcasts. The pact with Hyphenate was modeled in part on the deal iHeart struck in 2020 with iHeart radio star Charlamagne Tha God to launch the Black Effect podcast network. That vertical been enormously successful for iHeart, for Charlamagne and the talent associated with Black Effect.
As part of the deal, Hyphenate will become a member of My Cultura’s board of advisors.
“Storytelling shapes how we see ourselves and how the world sees us, and podcasting is one of the most intimate, accessible, and powerful ways to connect with audiences and share meaningful, authentic conversations,” Longoria said. “There’s never been a more urgent time to elevate Latino voices and talent. Through this partnership between Hyphenate and iHeart’s My Cultura, we’re building a bigger platform for stories that reflect the richness and complexity of our community.”
The pact marks a big expansion for Hyphenate into the world of audio. The company was formed in 2023 to develop and produce a broad range of TV, digital and audio content with an emphasis on the growing worlds of auteur-driven media. Like the Black Effect model, Hyphenate intends to work with podcast creators in a way that gives talent meaningful stakes in the content they create, Abrego told Variety.
“Podcasting is another great opportunity for us to tell more stories are in line with Hyphenate, that are premium, talent-driven and creator led,” he says. “My Cultura gives us skin in the game and a seat at the table. It really makes sense for us because we built Hyphenate to really scale. We’re getting excited to launch a bunch of new stuff in the summer. This expansion into audio is a natural progression for us.”
The considerable reach of iHeart means that new shows don’t have to start from scratch to find an audience, which will greatly benefit talent, Abrego adds.
The My Cultura banner debuted in 2021 and has seen double-digit growth in listenership during the past year. Per iHeart’s research, Latinos are the among the fastest-growing demographics for podcast listenership, with 43% of Hispanic Americans listening to podcast monthly, up 79% compared to five years ago. Actor and entrepreneur Wilmer Valderrama also has an equity stake in My Cultura and hosted the “My Essentials” podcast on the platform in 2022.
Enrique Santos, iHeartMedia’s top-rated on-air personality who hosts “The Enrique Santos Morning Show” out of Miami and also serves as president and CEO of iHeartLatino, said the deal with Hyphenate was a fitting way to mark the platform’s fourth anniversary. And he hailed Longoria for her role in developing a Latino-led studio in Hyphenate.
“Eva brings with her a profound commitment to authentic storytelling and her vision aligns perfectly with My Cultura’s mission to create groundbreaking content that resonates with audiences worldwide. She has long been a powerful advocate for Latino voices, and her work both in front of and behind the camera has elevated our culture in meaningful, lasting ways,” Santos said. “Her leadership continues to open doors and change narratives, making her a true force for representation.”
Abrego emphasized that Hyphenate is investing in audio entertainment and podcasting as a medium unto itself — with revenue and profit largely driven by advertising and related licensing and merchandising deals. Podcasts are also an effective vehicle for incubating ideas that can be expanded in media such as TV, film and books, and for allowing promising talent to develop.
“Podcasting has matured so much in the last 10 years. We want to focus on what makes a great podcast, which is a great storyteller. And sure that can translate into incubating an idea that could be great for television,” Abrego says. “We do have that in mind, but we lead with how do we make a great podcast, and who would be a great storyteller and what would be a great subject matter in that area, because we want to be successful first in audio.”
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