The seven-episode series, presented by Toyota
Corolla, leverages Sonoro's unique expertise to connect with the
fastest-growing consumer segment in the U.S.
LOS
ANGELES, Feb. 25, 2025 /PRNewswire/ -- Toyota
has partnered with Sonoro, the leading Hispanic media company
creating culturally relevant content for a global audience, and
Latin Music and Cultural Executive AJ Ramos to launch a new
podcast, Chasing Sueños. The seven-episode original podcast
series with visual components, presented by Toyota Corolla, is now
available on Spotify, Apple Podcasts, and all major podcast
platforms.
Toyota has partnered with Sonoro, the
leading Hispanic media company, to launch a new podcast, Chasing
Sueños.
Chasing Sueños celebrates ambition, resilience, and
cultural identity. Recorded in the custom-designed Toyota Studio,
the series features intimate, in-depth conversations with some of
the most influential Latin artists today. Episodes delve into
pivotal moments of each artist's journey—from side hustles and
setbacks to breakthroughs and success stories.
Uniquely tied to the brand's campaign that champions the
perseverance of Latinos and their hustle, the Toyota Corolla takes
center stage in a special audiovisual episode, seamlessly blending
storytelling with product promotion. This format not only enhances
the interview but also enhances audience engagement, complemented
by Christian Alicea, "the next big
thing in tropical music," debuting a sneak peek of a new song,
making the moment— and the brand— feel even more powerful.
Hosted and Executive Produced by AJ Ramos, a trailblazer in the
Latin music and media industry, the series will feature candid
conversations with influential artists driving culture. Guests
include Mike Bahía, Greeicy, Edgar
Barrera, Ela Taubert, Daymé
Arocena, Christian Alicea, and
Maffio. Collectively, these artists represent over 32 million
monthly YouTube Music listeners, 30 million Instagram followers,
and more than a dozen Latin Grammy accolades.
In collaboration with its Hispanic marketing partner Conill,
Toyota actively explores partnerships that resonate with Hispanic
communities during key cultural moments. The podcast series
developed with Sonoro offers authentic content that forges deep
connections by blending vibrant narratives with musical talent,
exploring themes of hustle and success that reflect the essence of
the Corolla family audience.
"Sonoro is proud to be the bridge between brands like Toyota and
the vibrant Hispanic audiences they aim to engage," said
Camila Victoriano, Chief Content
Officer at Sonoro. "Chasing Sueños reflects the passion that
defines the Latin music scene, and we're thrilled to create a
platform where these stories can inspire the next generation of
dreamers."
"As Hispanic consumers continue to drive economic growth,
forward-thinking brands recognize the need for culturally resonant
storytelling," said Cesar Martinez,
Chief Commercial Officer at Sonoro. "By partnering with Sonoro,
Toyota isn't just reaching an important audience—they're
fostering lasting brand loyalty with the new general market, one
that encompasses far more diversity than many appreciate."
"We're excited for this partnership with Sonoro, providing us
with another platform to create authentic connections with a young
Hispanic audience," added Andrew George, Sr. Analyst, Media, Model
& Series, Integrated Marketing Operations, Toyota Motor North
America. "At Toyota, we're committed to supporting these
future-makers, aligning with their hustle, and ensuring our
vehicles reflect their strong drive to forge ahead and shape their
own destiny."
The first episode of Chasing Sueños is live, with all
episodes now available. For more information,
visit sonoromedia.com.
About Toyota
Toyota (NYSE: TM), creator of the Prius
hybrid and the Mirai fuel cell vehicle, is committed to building
vehicles for the way people live through our Toyota and Lexus
brands and directly employs nearly 64,000 people in North America (nearly 48,000 in the U.S.).
For almost 70 years, Toyota has assembled nearly 47 million cars
and trucks in North America at the
company's 14 manufacturing plants. In spring 2025, the company's
plant in North Carolina will begin
to manufacture automotive batteries for electrified vehicles.
Through our more than 1,800 North American dealerships (nearly
1,500 in the U.S.), Toyota sold more than 2.7 million cars and
trucks (more than 2.3 million in the U.S.) in 2024, of which more
than 43 percent were electrified vehicles (full battery, hybrid,
plug-in hybrid and fuel cell).
About Sonoro
Sonoro is a global entertainment company
focused on creating premium, culturally relevant content that
starts in audio and comes alive in TV, film, and beyond. Sonoro
collaborates with leading and emerging Latino storytellers –
writers, producers, and directors – from over a dozen countries to
develop original franchises in English, Spanish, and Spanglish. The
company is pioneering new podcast formats and has launched multiple
#1 hits, including Toxicomanía: El Experimento Mexicano (being
adapted as a film for Paramount+), Tejana, starring and executive
produced by Stephanie Beatriz (2022
Best Fiction Ambie Winner, being developed for television),
Crónicas Obscuras (#1 horror franchise), Princess of South Beach
(#1 show in iHeartRadio's MyCultura Network) and Ídolo: The Ballad
of Chalino Sánchez (#1 in Mexico
and Top 10 in US). With a diverse array of podcasts, Sonoro has
established itself as a pioneer in the realm of audio
storytelling.
Since its founding in 2020, Sonoro has created premium,
culturally relevant content in collaboration with leading and
emerging Latino storytellers. The company has 20+ television and
film projects in active development with partners, including
Netflix, NBC Universal, and Paramount+. Sonoro has more than
100 million monthly downloads across its network of 150+
podcasts and reaches 1 out of every 3 US Hispanics.
About AJ Ramos
AJ Ramos is a recognized Latin Music
& Culture Executive and Multimedia Public Figure born in
New Jersey to Salvadoran
parents.
For over 18+ years, AJ has leveraged his strong relationships to
facilitate career-changing opportunities to artists. He solidified
his career through terrestrial and satellite Radio, Television, and
Festival/Concert Hosting before joining Spotify's first-ever Latin
Music Division. The young executive has been at YouTube
Music/Google since 2019, where he currently holds the title of Head
of Artist Partnerships Latin Music & Culture. There,
Ramos builds and fosters strong
relationships between the platform and recording artists, and
facilitates Partner activations that offer impactful visibility and
growth. He continues to bring value to Latin music and culture.
His accomplishments include four-time Billboard Magazine 'Latin
Music Power Players,' Hispanic Coalition of New York '30 Under 30,' Variety's
'Hollywood's New Leaders of 2022,'
and Miami Entertainment Impact Report Honoree. AJ was also the MC
for Netflix's "La Firma." and a Latin Music and Culture Expert for
the Emmy Award Winning ABC/Hulu show "Soul of a Nation." AJ Ramos
is also the official Sunday Night Football Opening Game Voice en
Español for NBC Universo and Telemundo.
When he's not curating culture, public speaking, or executing
brand partnerships, Ramos is
creating content to inspire, empower, and bring awareness to topics
like mental health, down syndrome, spirituality, and personal
growth.
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SOURCE Sonoro
