Wilmer Valderrama Makes His Mark in Latinx Media, Becomes a Shareholder in iHeartMedia's My Cultura

By BERT HOOVER First Posted: Oct 18, 2022 02:03 AM EDT

Wilmer Valderrama is not just "NCIS" special agent Nick Torres now. He is also a shareholder in iHeartMedia's "My Cultura" podcast.

According to Good Housekeeping, the "NCIS" star, who has been on the CBS crime show for eight years, announced it on Instagram on September 22.

The "My Cultura" podcast, which translates to "my culture," focuses on Latinx tales, voices, and content creators in English, Spanish, and Spanglish.

Valderrama wrote in his post that he was "proud to finally announce" the exciting news, and many people shared his excitement.

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"NCIS" fans quickly voiced their support for the 42-year-old actor in the comments section. A week later, Valderrama posted pictures during a conversation he had with the CEO of the iHeart Podcast Network, Conal Byrne, in which they talked about the company's move in more detail.

He noted that the purchase represented a fresh start for storytelling.

"It marks a new frontier for Audio Narrative and a major platform for ours and many other cultures to create and unite our stories! Wait till you discover what we are baking for you," Valderrama said.

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Wilmer Valderrama at My Cultura Podcast

Wilmer Valderrama launched his podcast "Essential Voices with Wilmer Valderrama" in the summer of 2021, which he executive produced with Leo Klemm through his production company WV Entertainment and Clamor.

The weekly series features close encounters and interviews with individuals working in childcare, transportation, and other fields where workers' voices are frequently ignored.

Gisselle Bances, SVP, Head of Production and Development for iHeartMedia's My Cultura, said they were proud of their network's rapid growth in its first year, Businesswire reported.

According to Bances, they were the first podcast network majority owned by Latinx, and they appreciate their partners and diverse host lineup, including Valderrama.

She noted that the actor continued to advance My Cultura's objective to "tell our own stories" for everyone to enjoy.

My Cultura Podcast Downloads Increases

Wilmer Valderrama's investment in My Cultura and the network's success a year after its launch go hand in hand.

The company said since the beginning of this year, the number of My Cultura podcast episodes downloaded each month has doubled.

According to InsideRadio, My Cultura is a podcast platform created in collaboration with Enrique Santos, president and chief creative officer of iHeartLatino.

It features shows like "Connections with Eva Longoria," "Princess of South Beach," "Wrestling with Freddie," "Sisters of the Underground," "Chiquis and Chill," "Lone Lobos with Xolo Mariduea and Jacob Bertrand," "Escuela Secreta," "Enrique Santos Podcast," and more.

According to iHeartMedia, listeners aged 18 to 49 account for 9 out of 10 of the network's total downloads, indicating how the network's emphasis on inclusive content has attracted a substantial audience of both Gen Z and Millennials.

Since January, the network has contributed more than $400,000 to a range of organizations in Latinx areas.

This article is owned by Latin Post.

Written by: Bert Hoover

Watch: Somos the First: Wilmer Valderrama, Host Of "Essential Voices" - From MCPN: My Cultura Podcast Network