U.S. HISPANIC
Martin Halac of Alton River Media and Diego Álvarez of Plataforma: Mundo Regional for ViX can be the spearhead for a content vertical
Maribel Ramos-Weiner| 14 de junio de 2023
Diego Alvarez de Plataforma y Martin Halac de Alton River Media
The docu-follow Mundo Regional (provisional title), developed by Alton River Media and Plataforma for ViX, will be the spearhead for the alliance between these two companies to develop a content vertical on the regional music genre.
“This project is the first step, the gateway to the regional universe, to the world of a musical genre which does not depict for an extraordinary audience who these people are and how they live in premium quality with high production values. It is a positive, interesting, and cheerful program for the whole family. In order for our project to generate more content in the future, it will be the starting point to open a vertical that can have series, movies, everything related to this universe,” said Martín Halac, executive manager of Alton River Media, together with Carlos Cerutti, is the co-owner of the production house.
Diego Álvarez, CEO of Plataforma, explains that in the last year, regional music has grown by 40%, “it is experiencing extraordinary growth. There are a large number of people consuming and listening to this music, which today is expanding, even crossover to other universes such as the case of Bizarrap, a very young Argentine producer, that with his song Peso Pluma is the great star of the moment in the Mexican regional, the first number one on the regional music Billboard.”
For Álvarez, “the ideal partner for this adventure” is ViX, “which has the track record of TelevisaUnivision and has a captive audience or is close to its universe.”
They said that beyond Álvarez ‘extraordinary’ access to Mexico after having worked 30 years in the world of music, they have the consultancy of Alejandro Garza, who is a “guru” in the regional world. “He is assisting us. Alejandro Garza is a very important figure related to the world of regional music and he has many ties to different labels.”
The documentary is currently in the pre-production stage and Halac y Álvarez have been working with ViX for four months. They will be independent episodes. They’ve been working closely with Arturo Rovegno, SVP of Content at ViX. “It has been a very organic and extraordinary process,” the said.
Álvarez explains that the docu-follow is the way to tell the story, “it is to follow these artists from the moment they end their performance and get down from the stage, what happens with these megastars of the moment until they return to the pallet.”
Regarding the alliance between both companies, Halac mentioned that they had always wanted to work together. “More projects can come out of this alliance. Working with professionals is good, but better with friends,” he concluded.
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