Authenticity and “Territorial Anchors” Are Keys to Success for Content for U.S. Hispanics, Execs Say

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As a gamer with a passion for storytelling, particularly in the realm of Latin American and Hispanic narratives, this article has certainly piqued my interest. Having spent countless hours immersed in games like Red Dead Redemption 2, which beautifully portrays the Mexican-American borderlands, I can’t help but feel a deep connection to these discussions about authenticity in storytelling.

On Thursday afternoon, discussions revolved around stories tailored for the U.S. Hispanic market at the Iberseries & Platino Industria event held in Madrid, Spain.

In the fourth iteration of the event, the spotlight shifted towards discussions in Portuguese and Spanish, with a distinguished panel consisting of Carlos Quintanilla (known for Control Z and Working Girl, vice president of original content at Sony Pictures Television), Christian Gabela, senior vice president, head, and executive producer for Latin America & U.S. Hispanic at Gaumont, Leonardo Zimbrón (notable for Acapulco and Club of Crows, senior vice president, film & international coproduction at 3Pas Studios in Mexico), and Sergio Pizzolante (renowned for Zorro and Nicky Jam: The Winner, president, Secuoya Studios commercial & international distribution). Fidela Navarro, CEO of Dopamine in Mexico, skillfully moderated this engaging session.

Discussions revolve around the significant market that U.S. Hispanic viewers present, and how industry leaders craft movies and TV shows specifically for this demographic.

Initially during the discussion, there was a strong emphasis on ongoing expansion and potential benefits. Zimbrón remarked, “This market is showing no signs of slowing down,” before noting that what once was the top-selling grocery item in the U.S., bread, has been surpassed by tortillas. He also emphasized that Hispanics hold a significant position economically within the U.S., ranking second only to non-Hispanic Americans.

Gabela noted that, on average, Hispanics tend to be younger than other Americans due to their diverse origins from various Latin American nations.

Secuoya has had a fantastic run with the show Zorro, according to Pizzolante. This production, he notes, could naturally resonate in Spain or Latin America due to its Spanish protagonist and California-set storyline. Whether it strikes a chord in America with a hint of European flair or in Europe with an American touch, the key is adaptability. In his words, ‘Content needs a territorial anchor, either in Latin America or in Spain.’ To illustrate this point, he uses a relatable analogy: ‘Just like people prefer either hot or cold tea, nobody likes tea that’s lukewarm.’

Zimbron emphasizes that a key factor for success is consistently having your target audience in sharp view. He specifically mentioned that when it comes to their work, they always have U.S. Hispanics in mind. As evidence, he referenced the popular comedy series on Apple TV+ called “Acapulco.

Simultaneously, Sony aims to maintain genuine experiences without pushing nonsensical elements. Quintanilla expressed, “We’re seeking authenticity.” If we try to incorporate a Spanish relative into Colombian content, it becomes challenging for the viewers. As soon as they perceive that it’s not authentic, they tend to stop watching.

Zimbrón emphasized that creating content tailored for U.S. Hispanics is all about maintaining authenticity, which they achieve by employing Hispanic writers, directors, and other artists. He stressed the importance of valuing and utilizing Hispanic creativity, stating “We should respect and utilize their creativity.” Additionally, his company aims to share LGBTQ+ narratives and plans to involve suitable creative talents for that purpose.

Occasionally, he mentioned that his company’s projects might involve artists from Spain too. He praised Spanish authors and other creative individuals, referring to them as “high-end items.

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2024-10-03 16:26