Barbara Gonzalez
This Spring, Spotify launched its first-ever hub dedicated to U.S. Latinx podcast creators. At the helm of the project is Barbara Gonzalez, U.S. Latinx Culture, Podcast Editorial at Spotify.
“PRESENTE includes Latinx podcast content from the U.S. as well as exclusive Spotify content from Latin America in English and Spanish (with Portuguese on its way),” explains Gonzalez. “We uplift podcast creators on Spotify’s platform through editorial curations, guest curation playlists created by podcast hosts.”
Courtesy of Spotify
The first-of-its-kind community on the platform exists year-long and creates a destination for both listeners and podcast hosts who have traditionally felt ignored or underrepresented, even though they make up a large percentage of the podcast community.
According to Sounds Profitable, “59% of Latino monthly podcast listeners are full-time employees, higher than the U.S. average,” with Latinx listenership growing from 43% to 50% over the span of a 12 months in 2021 and becoming “the fastest adopters of podcasts during the pandemic when compared to all major ethnic groups.”
Kat Lazo co-hosts Spotify’s morning news show “The Get Up” and is hopeful for what PRESENTE will be able to do for Latinx creators.
“I hope it becomes the hub folks turn to when they want to hear from Latinx folks whether that be listening to the various genres of music we thrive in, the different perspectives we have on political and social issues or how our humor differs,” explains Lazo. “I want PRESENTE to become the go to spot for folks to listen in on our perspectives.”
Gonzalez has a history with podcasts that dates back to 2016 when she was a co-host of Creating Espacios, a Forbes Women’s Podcast Network show. (Disclosure: Gonzalez and I co-hosted this show together.)
“[With] Creating Espacios…we spoke to different Latinas who are making moves in their careers in media, entrepreneurship, and more,” explains Gonzalez. “That was really what sparked a passion for podcasts for me, realizing that this was a brand new way to bring our community’s voices to the forefront in an accessible way.”
Below Gonzalez shares more insights on how Spotify is cultivating a space that truly lifts their Latinx creators.
Understanding that there is always more that can be done
“While Spotify’s Podcast Editorial team has always uplifted diverse creators through other editorial communities and initiatives, we knew there was a significant opportunity to uplift and speak specifically to creators and listeners in this community,” explains Gonzalez. “This is where PRESENTE comes in. Not only is PRESENTE a home for podcasts from our U.S. Latinx studios team at Spotify, but we’re also creating a home base for all U.S. Latinx podcast content.”
The hub’s name was also chosen with intention.
“The name PRESENTE translates to “present” from Spanish and Portuguese, and it’s used as a call and response to pay respect to who is in the room,” explains Gonzalez. “When we yell ‘presente,’ we are bringing each and every single identity we hold into the space and bearing witness to everyone else doing the same.”
Encouraging, instead of ignoring, personal stories and experiences
The editorial components of the podcast destination allow for guest curations around topics that speak personally to each host’s identity or expertise.
“I hope we can break out of a monolith mindset,” explains Lazo. “Outsiders have painted us as being one homogeneous group and we have internalized that a bit. With over 30 countries, several languages spoken, different races and dialects - we are vastly unique. There’s power in the specificity.”
Gonzalez adds:
“I began my career as a journalist reporting on the Latinx community for places like Univision, Bustle, and Refinery29. As a queer Afro Latinx woman myself, I’ve always seen the value in highlighting the beautiful intersections that exist in our communities. I always try to make sure that each curation is highlighting specific parts of the culture that helps people feel seen and teaches others that we are more than the monolithic representations we’ve been painted as so far.”
Making it easy for listeners to meet hosts they may have never met before
Through PRESENTE, Spotify is hoping to take on the heavy lifting of researching new podcasts or point of views, in order to make it easier for listeners to simply listen.
“It’s so important for us to make sure that creators from historically underrepresented communities understand that we are here to support them in whatever way we can,” shares Gonzalez. “I [also] want to ensure that audiences are coming away with lessons learned from perspectives they may have never considered. There is so much color in our culture and I want us all to know that each and every one of our experiences is valid and beautiful.”
A piece of advice for aspiring podcasters
For Latinx creators who are hoping to kickoff their podcast journey, finding your voice and owning your story is one way to start building community and an audience.
“Something that the head of our team, Carmen Dukes, always says is that if there’s something you’re passionate about, there’s a pretty good chance that there are at least a few hundred other people passionate about the same thing,” explains Gonzalez. “As long as you’re creating from a space of passion while putting your own unique spin and voice to it, you’re starting from the right place, whether that’s a podcast idea, an entrepreneurial endeavor, or anything else you want to bring to life. All you need is the courage to begin.”
