MIAMI — GenZ and millennial-focused LatiNation Media, led by CEO Andrés Palencia, has teamed up with “the definitive voice in Black culture and entertainment” to co-produce and distribute custom content.
“Brought together by virtual product placement pioneer Mirriad, the collaboration aims to create groundbreaking content that authentically connects with multicultural audiences,” LatiNation says.
The partnership will focus on co-producing lifestyle, travel, sports, and entertainment content with African American market-focused entity The Shade Room.
Mirriad’s technology will enable integration of brands into the content, with “virtual product placement.”
The partnership will be unveiled in greater detail at the 2025 IAB Newfronts.
Palencia commented, “This partnership embodies what the 18+ audience wants and represents: Multi-identity content that drives a conversation and illuminates the music, sports, and lifestyle our audiences enjoy and aim to achieve. Working with The Shade Room will be a great step in the intersectionality of content, and the work Maria Teresa and Mirriad do is important in providing equity and differentiation for brands and marketers.”
Joshua Ott, Head of Revenue at The Shade Room, added, “We’re excited to keep expanding our custom content and deepening our connection with the TSR audiences as part of this partnership. Teaming up with LatiNation Media for co-production and distribution, along with Mirriad’s support, lets us create content that resonates with our intersectional communities while giving brands a seamless way to be part of the conversation.”
For Maria Teresa Hernandez, SVP of Brand Partnerships and Head of Supplier Diversity at Mirriad, her team is proud to support “this groundbreaking partnership that unites two powerful media voices. The work we’re doing through The Diverse Media Alliance underscores the importance of innovation and collaboration in creating a more equitable media landscape. Heading into 2025, partnerships like this are critical to ensuring that brands can engage with diverse audiences authentically and inclusively, while advancing the inclusive media movement forward.”
LatiNation Media is distributed across 47 broadcast television markets in addition to its advertising-based video-on-demand delivery and the LatiNation+ streaming app.
The Shade Room says it has reach of more than 40 million subscribers across platforms.
LatiNation Media brands include Latino Alternative Television (LATV), LatiNation Digital, LatiNation Studios, and LatiNation Creative.
