Skip to main content

HBO Max announced the launch of HBO Max Pa’lante!, an initiative aimed to help break down barriers for new voices and drive awareness to culturally relevant programming for Latinx audiences. This launch is meant to be a celebration of what it means to be Latinx; to be fully Latino and fully American without sacrificing any part of one’s identity.

“For more than a decade we’ve been developing creative, audience-first campaigns that strategically engage Latinx, Black, Asian-American and LGBTQ+ audiences,” said Jackie Gagne, Senior Vice President, Multicultural Marketing, WarnerMedia. “With the launch of HBO Max Pa’lante! we are creating a home for Latinx viewers and a community committed to nurturing Latino voices and sparking provocative conversations.”

Earlier this year at the Sundance film festival, HBO Max hosted Our Stories To Tell, a virtual experience with various invite-only and public events that empower and celebrate the streamer’s commitment to African American, Asian American, LGBTQ+ and Latinx audiences. Pa’lante! Will continue to expand on WarnerMedias history of amplifying multicultural stories and talent by highlighting the visionaries amongst us.

Part of this promise includes a commitment to support Latinx creatives through a partnership with OneFifty—WarnerMedia’s initiative to curate, develop and invest in bold, fresh and compelling storytelling. Pa’lante! Will expand on the legacy of HBO Latino, which has been around since 2000 and has been home to Latin music concerts, artist specials and elevated award-winning originals and films from the U.S., Latin America, Spain and the Caribbean.

Along with the launch comes the rebranding of the social handle, @palantehbomax, making the catalog of content more accessible. To attract new viewers, transition old ones and sustain the attention of both, HBO Max will take a three-pronged approach to the social launch of Pa’lante!:

Introduce Pa’lante!, via the Pa’lante! sizzle reel that will help highlight key HBO Max programming for Latinxs. Plus, HBO Max Pa’lante! will unveil its Tapiz Manifesto on social, inspired by the warmth and vibrancy of U.S. Latinx vecindarios (neighborhoods). The animated tapiz (tapestry) — voiced by Cristela Alonzo and created by Latinx illustrators Katty Huertas, Daniel Moreno, COVL and Carolina Lopez Corominas — will also put into words the identity and voice of Pa’lante!

Amplifying Pa’lante! with the editorial series Pa’lante Pa’Mi, which highlights different Latinx talent from HBO and HBO Max, as they explain what pa’lante means to them. Talent includes actor, writer, comedian Aida Rodriguez, writer and producer Cristela Alonzo, director Angel Manuel Soto (“Charm City Kings”), singer Joy from pop duo Jesse y Joy and lead singer Yotuel Romero from the Latin Grammy-winning group Orishas. These spots will roll-out throughout the year. We’ll also elevate Pa’lante! with various community partnerships.

Moving Pa’lante! with an always-on evergreen editorial calendar on social. Amplifying, recognizing and championing Latinx stories with various themes throughout the year that will enhance brand perception and increase audience engagement.

This will be more than just another online community for content, Pa’lante! will be a space for the creative heart of the burgeoning Latinx culture, Bringing to life eclectic stories from across HBO Max and welcoming all cultures and generations, no matter where they are or how they identify.

On March 25, Pa’lante! will host a series of virtual events to celebrate its launch, including an exclusive keynote, panels on the future of Latinx storytelling and musical performances.