Leveraging Latin music relationships beyond radio across media platforms
Univision Radio’s Jose Valle heads the biggest Spanish-language radio group in the United States, with 69 stations stateside and in Puerto Rico, including No. 1 stations in seven of the top 10 Hispanic markets in fourth-quarter 2013, according to Nielsen.
But Valle’s real strength lies in how he continues to leverage those stations across multiple Univision platforms and in his working relationships with labels and artists.
“Univision is no longer this dark organization,” Valle says. “We sit now with artists and with labels and we say, ‘What are you doing for the next two years? What are your touring priorities? How can we help?’ We’re actually partnering with the industry.”
This has translated to multiple single premieres on Univision Radio for acts both big and small, from Becky G to Marc Anthony.
Valle also has attempted to multiply his network’s efforts across all Univision platforms.
The cherry on top came in April with the launch of Univision’s Uforia music service, which provides streaming and access to Univision radio stations through the Uforia app.
Univision also launched its rebranded Uforia music festival (formerly H20), which featured 18 acts including Pitbull, A Tribe Called Quest and Prince Royce.
Valle says 2014 opportunities lie in the young, millennial, multicultural community—which Univision invested in with its new Fusion and El Rey TV networks—and expansion of his multiplatform strategy.