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When it comes to music for Latin and Hispanic Americans, it’s about more than listening to a song while commuting or dancing at a special occasion.
“Music and culture are intrinsically linked for Hispanic Americans,” said Rob Vélez, senior director of multicultural at video streaming service Vevo. “Our data shows that they find music videos even more culturally relevant than sports, an entertainment genre that historically has been heavily utilized by advertisers to get in front of Hispanic American consumers.”