HBO Max is taking a step forward in amplifying Latinx voices across its platforms with new audience initiative HBO Max Pa’lante!
According to the streamer, Pa’lante, which means “forward,” “is 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.”
“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, in a statement. “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.”
On Thursday, HBO Max Pa’lante unveiled its Tapiz Manifesto (below), voiced by Cristela Alonzo and created by Latinx illustrators Katty Huertas, Daniel Moreno, COVL and Carolina Lopez Corominas.
Throughout the year, HBO Max will roll out related content with editorial series Pa’lante Pa’Mi (“for me”), in which Latinx talent from HBO and HBO Max—including Alonzo, director Angel Manuel Soto, pop singer Joy and more—will discuss what the concept of pa’lante means to them.
On Thursday, March 25, Pa’lante! will launch with a series of virtual events, including an exclusive keynote, panels on the future of Latinx storytelling and musical performances.
HBO Max Pa’lante can be followed across HBO Latino’s rebranded social handles on Facebook, Twitter and Instagram at @palantehbomax.
Premium cable channel HBO Latino, a Spanish-language offering that is available to HBO subscribers on their cable set-top box, will continue to be available as part of the HBO TV subscription.
Below is a clip-based tease for the new initiative: