Mitú is making a business of being unapologetically Latino. Backed by the voice of a generation, the tech-media brand is bringing both scripted and unscripted content to the online sphere by targeting one of the country’s largest and most influential demographics: millennial Hispanics and Latinos.
“We often describe what Mitú is by saying what we’re not: This isn’t Cinco de Mayo or Hispanic Heritage Month. We’re not the obvious,” says Chief Creative Officer Doug Greiff. “There are no traditional shows about quinceañeras or mariachis [on Mitú]; they’re part of our culture, but [those stories] have been told before in a straight way. We try to put a spin on it and have a sense of humor and attitude.”
Using a mix of user-generated social media feedback through likes, shares, and comments, and narrative savvy to determine the most impactful models and topics, the company creates comedic content that, in part, both highlights and subverts common demographic stereotypes. Take, for example, the office-based skit “How to Piss Off Your Latino Co-worker,” in which chips and salsa, traditional Mexican dress, and Enrique Iglesias’ song “Bailamos” demonstrate how to successfully generalize your Latino colleague.
Mitú is also spearheading cultural commentary with shows that discuss films and music, such as “Pocho Joe & Silverstein” and “Racial Ref,” in which fictional referees determine whether certain words or actions are indeed racist.
While geared toward entertainment, Mitú is also making it a point to harness the political power of millennial Latinos, who make up 25 percent of the demographic and account for nearly half of eligible Latino voters in the United States. Its PSA video “#weareAmerica: Our Voice Matters” features prominent Latino actors Nicholas González (“Jane The Virgin”), Vannessa Vasquez (“East Los High”), Michael Treviño (“Vampire Diaries”), Diego Boneta (“Scream Queens”), Cristela Alonzo (“Cristela”), and others, discussing American identity while addressing racist comments about immigrants and Latino Americans.
The company’s linchpin is its smart mix of Spanish- and English-language content that first and foremost targets Hispanic youth but maintains a universal appeal, according to Greiff. The formula has garnered attention to the tune of $27 million in funding from Verizon, advertising and public relationships company WPP Digital, and AwesomenessTV, which is owned in majority by DreamWorks Animation. “Everyone in the content-buying space is realizing that it’s their responsibility to find a way to target Hispanics,” he says. But the platform is looking to expand beyond big business partnerships as well.
“Mitú works with about 7,000 Latino influencers from YouTube to Facebook, Viners, and Instagrammers, and we’re also developing projects with people not in our immediate network,” says Greiff. “What’s been cool to see is that Latinos just want opportunity, and we provide the most opportunities for personalities and creative talent—whether they’re actors or stars or writers or producers.”
Ending the lack of mobility for Latino actors and storytellers in Hollywood is the third prong to the Mitú mission. It comes at an opportune time, when discussions about diversity—whether it’s the outrage over the all-white 2016 Oscar nominees list or Aziz Ansari’s talk about auditioning as an Indian actor on “Master of None”—are being had.
To keep the momentum of the conversation going, Mitú is looking to 2016 and beyond with the launch of its content website, wearemitu.com, which, in addition to original scripted content, includes lifestyle, health, cooking, and interior decorating tips. Future projects include a comedy series about two Mexican brothers who decide to start their own food truck business, a sketch comedy show starring Houston-based rapper-actor-comedian Chingo Bling, and a reality docudrama series about culture mashups—think: tacos with Korean ingredients and mixing traditional Mexican Norteño music with punk rock.
“Latinos in cultural hubs are taking things that are very precious to them and their culture and morphing them and merging them into other interests or passions,” says Grieff. “These things are happening organically across our country, and we think people should bring it to light.”
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