LatiNation Media and The Shade Room forge exclusive partnership to amplify multicultural content
LatiNation Media and The Shade Room have announced an exclusive partnership aimed at co-producing and distributing content tailored for Latino and Black audiences aged 18 and above. The collaboration will integrate virtual product placement technology from Mirriad, strategically enhancing the viewer experience by delivering culturally relevant content that highlights diverse lifestyles, travel, sports, and entertainment.
Aiming for cultural relevance
The partnership leverages the strengths of both organisations, combining The Shade Room’s significant digital influence with LatiNation Media’s established expertise in Latino representation. Together, they aim to resonate with multicultural audiences, boasting over 170 million monthly interactions across their extensive digital distribution networks. LatiNation Media operates in 47 television markets, while The Shade Room reaches an impressive 40 million subscribers and enjoys an extensive engagement on social media.
Andres Palencia, CEO of LatiNation Media, emphasised the relevance of this collaboration in addressing the desires of their target demographic. He articulated, “This partnership embodies what the 18+ audience wants and represents: Multi-identity content that drives a conversation.” His sentiments were echoed by Joshua Ott, Head of Revenue at The Shade Room, who expressed enthusiasm for the expanded opportunities this partnership presents. “We’re excited to keep expanding our custom content and deepening our connection with the TSR audiences,” he stated.
A key feature of this strategic alliance is the incorporation of Mirriad’s virtual product placement technology. This innovative approach will enable brands to engage with audiences in a seamless and non-intrusive manner. Maria Teresa Hernandez, Senior Vice President at Mirriad, highlighted the critical nature of this collaboration, saying, “Heading into 2025, partnerships like this are critical to ensuring that brands can engage with diverse audiences authentically and inclusively.”
Latination is an online media platform that focuses on celebrating Latinx culture, identity, and social issues through a blend of digital media, entertainment, and lifestyle journalism. It produces articles, videos, and social media content on topics like culture, politics, entertainment, and social justice, with an emphasis on amplifying Latinx voices. The platform serves as a cultural hub, addressing critical topics such as immigration and representation while fostering connection and awareness within the Latinx community. Through digital storytelling and social media engagement, Latination reaches a diverse audience and promotes both cultural pride and social advocacy.
The Shade Room is a digital media platform specialised in entertainment news and pop culture, with a strong presence on social media, particularly Instagram, boasting more than 40 million subscribers, drawing in an average of three million unique monthly visitors and generating 1.9 billion unique monthly video views.
The full scope of this collaboration will be unveiled at the upcoming 2025 IAB Newfronts, setting the stage for innovative content that caters to the multifaceted identities of their audiences.
Curated, edited, and published by our team, with stories provided by the AI news platform, Noah Wire Services.
More on this and verification:
- globenewswire.com/news-release/2024/12/09/2993743/0/en/The-Power-in-Partnerships-LatiNation-Media-and-The-Shade-Room-Unite-for-Custom-Content-Creation-with-Mirriad-Powering-Sales-and-Virtual-Product-Placement-Opportunities-Leading-into.html – Corroborates the exclusive partnership between LatiNation Media and The Shade Room, the integration of Mirriad’s virtual product placement technology, and the focus on multicultural content.
