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"Pa'Lante" is HBOMax's Latin content initiative.
'Pa'Lante' is HBO Max's Latin content initiative. Graphic: HBO Max.

'Pa'Lante,' HBO Max and WarnerMedia's initiative to support Latino creators

HBO Max and WarnerMedia launched an initiative to support Latino creators through a partnership with OneFifty.

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On Tuesday, Sept. 7, the streaming platform HBO Max announced that its Pa'lante! initiative will not only work on generating content aimed at Latino audiences, but also support Hispanic creatives through a partnership with OneFifty, WarnerMedia's artistic studio.

According to a press release, the project seeks to support series, films, shorts and podcasts selected by OneFifty that speak to the “bicultural identity” of Latinos and feature Latino creators in front of and behind the camera.

"Visibility and opportunity are everything."

HBO Max and HBO Multicultural Marketing Director Jessica Vargas spoke about the importance of feeling reflected in the shows we watch, but also knowing that in the future, we have the opportunity to create and work in the television industry.

"Pa'lante! Promise and WarnerMedia OneFifty is a great example of a network that creates a platform where Latino creatives and their work are supported and elevated through promotional campaigns that resonate with our audience in an authentic way," said Vargas.

The projects commissioned to the initiative will be developed in the coming year. The bilingual series L.A.tinas, the story of four Hispanic women who try to "juggle" their Latino heritage and pursue the so-called "American dream;" and A Love Supreme, a show about the relationships and friendships of a group of Latino friends in New York are just examples of what the initiative will bring to the screens. 

For his part, WarnerMedia OneFifty Director and Vice President of Artistic and Cultural Innovations Axel Caballero said he was very happy about this collaboration on "this exciting and powerful slate of projects."

"This slate captures the vision of the incredible artists involved and that of OneFifty," he said. 

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