Entravision Launches Multimedia Brand Targeting U.S. Latinas.

Entravision has launched Reyna, a new creator-led multimedia platform built by and for Latinas, with Spanish AC “Reyna 103.1” KDLD Los Angeles serving as its flagship radio station.

The platform, which is available at somosreyna.com, combines the existing FM outlet with a mobile app, digital streaming, podcasts, social media and video, creating what the company describes as a digital-first brand designed around the lives, language and culture of U.S. Latinas.

Reyna features a programming mix that is 80% Spanish and 20% English. The company says the platform is aimed at 34 million Latinas in the U.S., representing $1.3 trillion in buying power.

Los Angeles serves as the flagship market for the platform, with “Reyna 103.1” providing its radio component in the nation’s largest Hispanic market.

“As the father of two daughters, I wanted to build something for Latinas, created by Latinas,” says Eduardo Maytorena, President of Audio. “We’re challenging ourselves to rethink what a radio brand can be by creating content the way our audience consumes it today: across mobile, social, video, and on-air. Reyna is our first real expression of that vision.”

At the center of Reyna is a roster of creators selected to reflect the lifestyle, culture and perspectives of modern Latinas.

The founding voices include Mexican entrepreneur Adriana Gallardo, founder of Emprendiendo Latinos and CEO of Adriana’s Insurance; Los Angeles digital creator and Raize Fit founder Vicky Loza; Tani Estefy, co-founder of Latina Approved and host of “All Things Latina”; entrepreneur, author and Brazen Wellness founder Raq-C; and South Central Los Angeles food and culture creator Emily Tapia.

Reyna also features hair stylist and Nova Arts founder Sal Salcedo and celebrity fashion stylist and pop culture expert Iván Poshenko. The two creators will focus on fashion, style, personal transformation and confidence.

Content across the platform will cover entrepreneurship, financial independence, fitness, relationships, self-love, bicultural identity, motherhood, food, fashion and Los Angeles culture.

Jacquelynn Carrera, Sr. Director of Audio Content, led the creator curation for Reyna.

“I’ve always wanted to create something that speaks to me as a woman and as a Latina,” Carrera says. “Our founding principle is to be unapologetically Latina and to elevate the voices that speak to every Latina.”

The company is also positioning Reyna as a multiplatform advertising opportunity, combining the reach of FM radio with creator-led content and digital extensions. The model is designed to give advertisers a way to connect with Latina consumers both locally and nationally.

Reyna will celebrate its launch Wednesday evening with an event at the Grammy Museum in Los Angeles from 6-9pm.