Univision Communications Inc. has announced a major changes and rebranded the Uforia platform, bringing together the company’s vast music and audio properties under the same brand making it The Home of Latin Music.
Uforia brand is part of the company’s overall strategy to integrate its music platform to take advantage of the continued growth and success of Latin music. “The rebrand plans come two years ago with the takeoff of Latin music worldwide,” Jesus Lara, President of Univision Radio, tells Billboard.
Univision’s 58 top-rated, owned and operated local radio stations, plus 89 affiliates and its digital audio footprint, the network will now operate under the Uforia Audio Network banner while integrating content and events into their line-ups, will retain their local branding including all on-air and offline promotions and identity.
“The brand helps us better communicate to advertisers, content creators and artists that we have transformed our traditional radio offering into a cross-platform content division that delivers the best-in-class music and audio experience for all Latinos. We are proud of Latin music’s rich history and the role Univision continues to play in amplifying this powerful cross-cultural force in America today,” added Lara.
Under the new brand, Univision plans to produce more live events such as the 2019 Uforia Music Series that will include pop, rhythmic and Regional Mexican events in Los Angeles, New York, Miami, Dallas, Houston, Chicago and San Jose.
The Uforia relaunch will also see the brand extended to the network’s TV programming and the data and insights from the Uforia Audio Network will be used by Univision’s Entertainment and Music team to inform and guide the Premio Lo Nuestro and Premio Juventud award nominations processes and creative development respectively, aligning the network TV network’s music tentpoles and local Uforia consumer touch points.