top of page

Eva Longoria’s Hyphenate Media Acquires Equity In iHeart’s My Cultura Podcast Network.

Hyphenate Media Group — the studio co-founded by actress and producer Eva Longoria and veteran television producer Cris Abrego, has acquired an equity share in iHeartMedia’s My Cultura — the podcast network dedicated to elevating Latino voices and stories. Under the deal, Hyphenate Media Group will get a seat on My Cultura’s Board of Advisors. Hyphenate and Longoria, meanwhile, will executive produce a slate of new original podcasts with My Cultura.


“There’s never been a more urgent time to elevate Latino voices and talent. Through this partnership between Hyphenate and iHeart’s My Cultura, we’re building a bigger platform for stories that reflect the richness and complexity of our community,” Longoria said in a news release.


Longoria initially joined the My Cultura family in 2022 to launch a slate of original podcasts including Hungry for History and Connections with Eva Longoria, an unscripted series in which Longoria and her guests engaged in complex topics with meaningful conversations. As she expands her work with MyCultura, the upcoming lineup will include the continuation of Longoria’s flagship podcast, Hungry for History, which she hosts alongside culinary historian Maite Gomez Rejón.


“Storytelling shapes how we see ourselves and how the world sees us, and podcasting is one of the most intimate, accessible and powerful ways to connect with audiences and share meaningful, authentic conversations,” said Longoria.


The partnership arrives as My Cultura marks its fourth anniversary. Since its launch in May 2021 — in collaboration with Enrique Santos, iHeartMedia’s President and Chief Creative Officer of iHeartLatino — the network has seen steady growth with downloads up 48% and listeners up 59% year-over-year.


“We are honored to recognize our fourth anniversary by welcoming Hyphenate Media Group as a stakeholder in iHeart’s My Cultura Podcast Network and committing to a new slate of podcasts curated in partnership with Eva Longoria,” said Santos. “Eva brings with her a profound commitment to authentic storytelling and her vision aligns perfectly with My Cultura’s mission to create groundbreaking content that resonates with audiences worldwide. She has long been a powerful advocate for Latino voices, and her work both in front of and behind the camera has elevated our culture in meaningful, lasting ways. Her leadership continues to open doors and change narratives, making her a true force for representation.”


The growth rate for Hispanic Americans listening to podcasts monthly is nearly three times faster than the U.S. population, with 43% of Hispanic Americans listening to podcasts monthly, up 79% vs. five years ago, according to Edison Research.


Abrego, who is CEO of Hyphenate Media Group, sees an opportunity for the studio to move beyond its television-first focus as it looks to expand select projects across audio, film, and digital verticals, creating a 360-degree approach to content development.


“Podcasting is a natural dimension of the kind of IP we are investing in at Hyphenate — premium, creator-led, talent-driven, and designed to move across platforms,” said Abrego. “With iHeart’s unmatched reach and ambition, they are an ideal partner as we extend into audio and build a slate designed to shape the cultural and commercial landscape ahead.”


Longoria and Hyphenate join actor, producer, entrepreneur and activist Wilmer Valderrama (NCIS, Encanto, That ’70s Show), who in September 2024 expanded his role. Valderrama also became a stakeholder of My Cultura.


 
 
 
bottom of page