Yes, music streaming for Hispanics
Services focus on the mobile-heavy demographic, with curated playlists
December 3, 2015
By the editors of Media Life
This article is part of an ongoing Media Life series entitled “Catching the next big wave: Hispanic media.” You can read previous stories by clicking here.
Note: An earlier version of this story incorrectly stated La Musica was the first Hispanic-focused streaming music app. Media Life regrets the error.
It’s no surprise that another music streaming service targeting Hispanics has launched.
Music streaming aimed specifically at Hispanics makes a lot of sense.
Hispanics make up a quarter of Pandora’s streaming audience, according to the service, and 39 percent of all Hispanics report listening to the online radio service in a typical week.
This demo spends more money on music annually than the average person, $135 versus $105, Nielsen says, and they are more engaged with artists on social media.
Add to that Hispanics’ heavy reliance on mobile to stay connected—84 percent of adults have smartphones—and this seems the ideal audience to target via streaming music.
“We’re not maybe a household name like Pandora because we’re in a niche, but we have been around a while and we focus on Latin music,” says Natalia Borges, vice president of marketing at Batanga Media, who notes 90 percent of the music streamed through bRadio is Latino.
La Musica is focused less on Latino music than on music that appeals to Hispanics, whether it’s by American artists or in Spanish.
“We tried to address the differences between Latinos in our programming and the look and the feel of the app,” says Jesus Lara, executive vice president of digital media strategy at Spanish Broadcasting System, which is behind La Musica.
“One difference we identified is that in general Hispanics have a broader portfolio of music preferences. For example, the American country consumer might dwell in pop, but they mostly listen country. It’s similar with hip-hop. Hispanics, on the other hand, have much broader preferences.”
The La Musica app is free and will eventually be ad-supported, though Lara notes there is no advertising yet. He says the app will target many of the advertisers already on traditional radio, including SBS stations.
Listeners can curate their own playlists or stream live feeds of SBS’s 20 stations across the country.
Lara says the app will default to Spanish or English depending on which language a user’s phone is set to.
La Musica is targeted at Millennials, and it allows them to add La Musica to their social media feeds, so that others can see what songs they’re listening to.
Playlists include everything from songs for a Sunday afternoon to kids’ music to the perfect tunes to crank when you’re heartbroken.
The app is available for Apple and Android devices, as is Btanga’s bRadio, which is also bilingual.
It serves up stations based on a song or artist, much like Pandora, but also allows people to curate playlists, like Spotify.
Like La Musica, bRadio is free and ad-supported. It was born from a Latin music online radio service Batanga launched in 1999.
Advertisers have included Honda, Corona and Heineken, and bRadio has launched stations tied to advertisers.
It has between 1.5 million and 2 million listeners per month, Borges says.
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