Raze, the Latino focused mobile video platform, is looking to attract the eyeballs of a younger generation with original programming featuring digital stars.
The company, which was co-founded by “Modern Family’s” Sofia Vergara along with business partner Luis Balaguer and former Fox executive Emiliano Calemzuk, has launched with seven new short-form series that cover beauty, lifestyle and news genres.
Among the programming is “Foodie Hero With Juana Martinez” a series that follows Martinez as she samples the best desserts in Bogotá; “Raze Camp” featuring YouTube stars Sebastián Villalobos, Luisa Fernanda, Mario Ruiz and Juan Pablo Jaramillo, as they discover what it takes to be a soldier at an air base in Tolemaida, Colombia; and “Paisa Soccer Experience” which centers on sports influencer Paisa Vlogs’ exploration of soccer clubs in Latin America. Other shows include dance-centric “Sinchronicity,” beauty series “Look,” millennial focused interview show “By Me,” and “Mario — Interview From the Top.”
“Raze was created to address a void in programming for Latino millennials,” said Calemzuk, co-founder and CEO of Raze. “We want Raze to be a new way for Latino millennials to find content that appeals to them and is reflective of their own experiences.”
So far, all of Raze’s content, which was designed for a mobile-first audience, is in Spanish. Over time, the company plans to add content in English as well.