- Relevant+ and Total Wireless team up with Tigre Sounds to launch "Beats Per Mile" during Miami Race Week 2025, blending motorsports with Latin music in a coffee club setting.
- This strategic partnership targets the U.S. Hispanic Gen Z market, which represents a significant buying power projected to reach $2.8 trillion by 2026.
- The event aims to create authentic cultural connections, reflecting the changing preferences of younger Hispanic consumers.
Relevant+, the independent culture media group for U.S. Hispanic audiences, in collaboration with Total Wireless and Tigre Sounds, is set to launch "Beats Per Mile" (BPM) during the Miami Race Week 2025. This unique DJ-driven Latin music experience will take place in a local Miami Latin coffee shop, aiming to merge the excitement of motorsports with vibrant Latin sounds.
The event, curated by Tigre Sounds, promises performances from renowned DJs such as Gia Fu, DJ Le Spam, Nickodemus, and Killabeatmaker. The initiative seeks to connect with U.S. Hispanic Gen Z audiences, offering a space that resonates with their cultural identities and preferences in lifestyle and entertainment.
The partnership underscores the growing importance of the Hispanic market in the U.S., where 58% of the Hispanic population is under the age of 34, with an anticipated purchasing power of $2.8 trillion by 2026. With Gen Z gravitating towards mindful spending and seeking genuine cultural interactions, BPM aims to reflect these trends by integrating music, motorsports, and community.
Isabella Acker, Founder of Tigre Sounds, emphasized the goal of creating a platform that honors the depth and diversity of Latin sounds while tapping into a cultural moment that feels current and impactful. By aligning with the Miami Race Week, BPM exemplifies how brands like Total Wireless can strategically engage with this audience.
Total Wireless, part of the Verizon (VZ, Financial) Value portfolio, continues to leverage cultural insights and partnerships to enhance its presence among diverse consumer bases. The company's collaboration with Relevant+ and Tigre Sounds serves as a testament to its commitment to innovative, culturally resonant marketing approaches.
