The traditional radio station is increasingly becoming something larger than a frequency on the dial. Reyna, a new creator-led multimedia platform built around Latina audiences, is launching with a mobile app, streaming presence and an FM radio station in Los Angeles, creating a single media ecosystem that connects audio, video, podcasts, social content and creator programming.

Reyna is betting that the future of Hispanic media will not be defined by radio alone.

Launched on August 26, the new platform combines a digital-first mobile experience, streaming through Somos Reyna and a flagship radio presence on Reyna 103.1 FM (KDLD) in Los Angeles. The company describes it as a creator-led multimedia platform curated by Latinas for Latinas, with programming designed around the way younger, digitally connected audiences consume media.

The launch puts Reyna at an interesting intersection of radio, creator media, streaming and advertising technology. Instead of treating digital channels as extensions of a traditional broadcast operation, the platform is being built around multiple formats from the beginning.

That distinction matters to advertisers.

Traditional radio provides scale and frequency, while digital platforms offer audience interaction, video, social distribution and increasingly sophisticated measurement. Creator-led media adds another layer: the relationship between individual personalities and their audiences. Reyna is attempting to combine those characteristics into one commercial ecosystem.

The platform is targeting a substantial U.S. audience. Reyna cites 34 million Latinas in the country and $1.3 trillion in buying power, while Los Angeles alone is home to approximately 4.9 million Latinas. Its programming uses an approximately 80% Spanish and 20% English mix, reflecting the bicultural nature of the audience it is designed to serve.

For the advertising industry, that positioning reflects a broader shift in how publishers and media companies approach multicultural audiences. Rather than relying exclusively on broad demographic targeting, media businesses are increasingly building products around identity, culture, content preferences and community.

Reyna’s most distinctive asset may be its creator network.

Five founding voices form the center of the platform: entrepreneur Adriana Gallardo; digital creator and fitness entrepreneur Vicky Loza; Latina Approved co-founder Tani Estefy; entrepreneur and wellness advocate Raq-C; and Los Angeles food and culture creator Emily Tapia.

Two additional creators extend the platform into fashion and personal transformation: hairstylist and Nova Arts founder Sal Salcedo and celebrity stylist Iván Poshenko.

The structure resembles the creator-economy strategies increasingly adopted across digital media, where recognizable personalities can provide both content and audience trust. For advertisers, creator relationships can offer a more contextual alternative to purely algorithmic audience targeting.

But Reyna is not abandoning traditional broadcasting. Its FM presence gives the platform a local media footprint while the digital properties allow programming to travel beyond Los Angeles.

That combination could prove particularly relevant to brands seeking omnichannel Hispanic advertising. A campaign can potentially be built around audio exposure while extending into podcasts, social video, mobile content and creator integrations. The resulting model is closer to a media network than a conventional radio station.

The challenge will be measurement.

Advertisers increasingly expect cross-channel campaigns to demonstrate reach, engagement and business outcomes consistently. Radio, streaming audio, social media and creator content each have different measurement conventions. Combining them into a single commercial proposition will require Reyna to demonstrate that its audience data and campaign reporting can provide enough transparency for agencies and brand marketers.

The platform also enters a crowded media environment. Google and Meta dominate digital audience and advertising infrastructure, while YouTube has become a major destination for creator-led video. Traditional Hispanic broadcasters and increasingly sophisticated streaming platforms are competing for the same consumer attention.

Reyna’s differentiation is therefore less about simply offering another place to distribute content. Its proposition is the combination of Latina-focused editorial programming, creators, local FM reach and digital distribution.

That could give advertisers a more culturally specific environment than broad Hispanic media buys, particularly for brands targeting bilingual and bicultural consumers.

Eduardo Maytorena, president of Audio, said the platform is intended to rethink what a radio brand can become by distributing content across mobile, social, video and broadcast. Jacquelynn Carrera, senior director of Audio Content, similarly described creator curation as central to building a platform that reflects its audience.

The approach reflects a larger transformation taking place across advertising-supported media. As audiences move between podcasts, streaming services, social platforms and traditional broadcast, media companies are increasingly packaging communities rather than individual channels.

For enterprise marketers, the opportunity is potentially significant. A platform with a clearly defined audience can offer brands a combination of contextual relevance, creator credibility and traditional media reach. But the commercial value will ultimately depend on audience scale, engagement, inventory quality and the ability to prove incremental impact across channels.

Reyna’s launch is therefore more than a new radio brand entering Los Angeles. It is an experiment in whether a culturally focused media property can use the creator economy and digital distribution to turn a traditional broadcast audience into a broader advertising ecosystem.

If the model gains traction, it could point toward a larger trend: niche broadcast brands may increasingly evolve into multimedia networks built around communities, creators and first-party audience relationships rather than frequencies alone.

Market Landscape

The launch arrives as audio advertising and creator media continue converging. Brands are increasingly looking for environments where audience identity, content relevance and creator relationships can work alongside scalable media distribution.

Reyna’s model also highlights the growing importance of multicultural media infrastructure. Hispanic consumers are no longer simply an audience segment for general-market campaigns; publishers and platforms are building dedicated products around language, culture and community.

From an AdTech perspective, the biggest opportunity is cross-platform monetization. Reyna can potentially package FM radio, streaming audio, podcasts, mobile content, social extensions and creator integrations into unified campaigns.

The biggest challenge is equally clear: measurement and attribution. To compete effectively with large digital platforms, creator networks and established Hispanic media companies, Reyna will need to demonstrate audience quality and campaign outcomes across formats.

The broader direction is consistent with the industry’s move toward identity-rich, first-party media environments. As advertisers seek alternatives to increasingly constrained third-party tracking, publishers with direct relationships with defined audiences can become strategically valuable.

Top Insights

• Reyna combines FM radio, streaming, mobile, podcasts and creator content into a Latina-focused media ecosystem designed for modern cross-channel consumption.
• The platform gives advertisers access to a culturally specific audience while combining creator credibility with traditional broadcast reach and digital distribution.
• Reyna’s bilingual programming strategy reflects the growing importance of bicultural consumers in Hispanic advertising and audience development.
• Cross-channel measurement will be critical as Reyna competes with digital platforms, creator networks and established Hispanic broadcasters for advertising budgets.
• The launch illustrates how traditional radio brands are evolving toward multimedia ecosystems built around creators, communities, first-party relationships and digital engagement.

Get in touch with our Adtech experts