Photo Courtesy of Mucho.
Latin music and culture has been soaring in popularity in the U.S. over the years in fashion, entertainment, music and even sports.
Grammy-winning artist Ozuna has been immersed in the Latin and American culture and music scene for almost a decade. Now, he is looking to bridge the two cultures on a larger scale by producing content that connects to bilingual audiences through his new media company, Mucho.
Mucho, which means “more” in Spanish, is Ozuna’s new media venture, which aims to further celebrate and amplify the voice of young U.S. Latinos through music, sports, fashion and pop culture.
“Our generation is proud to be both Latino and American; we live in two worlds at once,” Ozuna, founder and executive producer of Mucho, said in a statement sent to Slice of Culture. “With Mucho, we’re creating content that truly represents that reality, not just in language, but in spirit, energy, and creativity.”
The video-first media company also has a mission to create an “ecosystem where young Latinos see themselves, their stories, and their passions.”
Latinos are one of the fastest-growing ethnic groups in the U.S. making up 20% of the population in 2024 (68 million) and their influence on the entertainment industry has been evident. The Recording Industry Association of America (RIAA) reported that Latin music revenue hit nearly $500 million in the first half of 2025.
Ozuna was born and raised in Puerto Rico, but moved to New York City in 2010. He’s now a global music star and a veteran in the entertainment industry, who is ensuring that there’s a media company “built for the now generation” and “authentically” speaking to bilingual and bicultural audiences.
“Language doesn’t, in and of itself, define culture,” said Ozuna. “The new generation wants content that feels authentic, something that reflects who we really are.”
Mucho TV, one of the company’s platforms, will introduce bilingual content across sports, music, gaming and lifestyle, which will be broadcasted on YouTube, Roku, Tubi and Amazon.
The company’s first series will be the “Bodega Sessions” where Latin artists will perform in neighborhood bodegas to showcase new music in a colorful and community environment.
Bodegas, which are neighborhood grocery stores, are vital businesses to the Latin and immigrant community, especially in areas like Hudson County and New York City. Many are family-run and provide easy access to food, daily essentials and sometimes even a meeting ground for neighbors.
Bodegas are so fundamental in the Latin culture that artists like Puerto Rican singer Bad Bunny and American rapper, Ice Spice, who is also part Dominican, have shot music videos in them.
During the summer, Grammy-winning singer Elvis Crespo launched a concert series called “El Colmadito Bodega Tour” where he did free concerts in bodega stores across the U.S., even in West New York, a Hudson County town.
Parents, children and even the former West New York mayor gathered both inside and outside the Fortuna Mini Market on Hudson Avenue to sing, dance and take photos with the Puerto Rican artist.
One West New York resident and photographer posted on Instagram that he was on his way home when he saw “a huge crowd and commotion outside a bodega.” When finding out that Elvis Crespo was performing, he quickly ran home, grabbed his camera to capture one of the “widest, most serendipitous moments” of his life.
“Still can’t believe this happened,” wrote Jose (J.N.) Silva in an Instagram caption. “A literal legend performing in the middle of the town I grew up in…. I couldn’t imagine a more iconic location to capture this performance.”
“Bodega Sessions” will be a part of Mucho’s efforts to expand live festivals and build an online presence that establishes them as a company that doesn’t just cover culture, but creates it as well.
To learn more about Mucho, you can visit MuchoNetwork.com.
