By Evan DeSimone
Digital media company Mitú will be the official influencer network of the Latin Grammys, according to an announcement released today.
The exclusive partnership will allow the Latin Recording Academy to utilize Mitú’s network of digital and social media influencers to access millennial Latino audiences to engage young audiences in advance of its Latin Grammys broadcast on Nov. 19. The deal also covers brand and sponsorship integrations. Mitú will manage these integrations for all the social and video content produced by the collaboration.
This is the second year that Mitú has partnered with the Latin Grammys to increase the awards reach with latino millennials. Last year’s activations produced over 40 million impressions during the hours in which the awards program aired. Over 70% of all engagements for the Latin Grammys take place in the social and video space.
The news of the renewed partnership also comes during a period of transitional growth for Mitú. Originally conceived as a multi-channel network focused on reaching latino millennials, the company as since shifted its focus to become a broader class=”markup–anchor markup–p-anchor” rel=”noopener” target=”_blank”>a partnership with NBC Universo to create original short form content for the network.