MiTu Makes Name for Itself in Latino Creative Community

/ Dec 29, 2014

MiTu Holiday House Christmas Special 2014

This article originally appeared in The Daily Dot

By Rae Votta

With a startling view of all of Los Angeles, Maiah Ocando and Daniel Fernandez, two of the most popular and influential Latino digital stars, are getting a crafting lesson at a private house in Bel Air, surrounded by cameras.

Liz Rangel is the 20-something mastermind behind the Craftingeek channel with 1.5 million subscribers, but this is her first trip to LA. And if you don’t speak Spanish, it might be difficult to follow along with her tutorials unless you turn on captions.

Rangel, Fernandez, and Ocando are all part of the growing Latino millennial demographic. On the set, they banter back and forth in a mixture of Spanish and English, setting up for a quick segment on gift wrapping, highlighting the status quo of the Latino demographic. They’re both a part of broader culture, but they also have their own defined cultural norms and points of view.

According to a report by marketing firm 360i, Hispanic influencers are 37% more likely than the general population to publish content to the web, and they are highly motivated by cultural ties to share content online, especially in Spanish. Additionally, according to a Univision Consumer Insights Research report, Hispanic millennials feel a strong desire to remain connected to their cultural heritage, through language and other means. However, at the top-tier multi-channel networks like Maker Studios or Fullscreen, Spanish-speaking or Latino creators aren’t taking center stage.

Luckily, digital network MiTu is filling in the gaps.

Enjoy the rest of this article here.

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