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EDITORIAL


Introducing GENTE in english Magazine:

A Call for Latino Representation in American Entertainment

I’m Rick Cuellar, a business strategist, activist for Latinos in mainstream entertainment and founder of One Track Vision, llc, dedicated to increasing Latino representation in mainstream entertainment to truly mirror the ethnic diversity of the United States. For nearly a century, Americans of Latino have been backed into a “Latino corner", and mainstream entertainment has shown a pattern of wanting to keep us in that box as they leave us behind. Therefore, as a group we are not advancing in the eyes of the 80% non-Latino mainstream Americans and Latinos are finally waking up to that fact. 

Through my company One Track Vision, we are rolling out a strategic plan which took me twenty-five years of intensive research and development. This plan is serving as the engine to establish a viable entertainment industry which will be inclusive of all, but showcase Latinos in lead roles playing American characters. And GENTE in english magazine is a part of the plan to showcase Latinos outside the stereotypes to mainstream Americans.

My awakening began in 1992 when I moved from Texas to New Jersey for my first corporate promotion. Despite her good intentions, a Black supervisor made a point to introduce me to two Latino employees, raising questions about how she would have felt if roles were reversed. This incident highlighted the systemic issues we face. She could have introduced me to other non-Latino coworkers who were working in a nearby vicinity to my office, but probably as a good gesture in her mind, she chose to go find Latinos working for AT&T in other parts of the building. AT&T supported diversity within the company, by allowing groups like the Black Alliance, HISPA…to form within the company to nurture each other in their AT&T career.  Without fail each month when HISPA convened for a meeting, someone would bring up the subject of lack of Latinos in mainstream entertainment. I begin paying attention to mainstream entertainment and they were right. However, no one at the time was doing anything about it. I vowed to myself that if I had an opportunity, I would one day do something about it.  I figured the best way to prepare was to begin putting together a concept for an English show with Americans of Latino descent playing the central characters. In 1998, the opportunity came to leave the corporate world in the form of an early retirement package. Even though I had only been with AT&T for only twelve years, against the advise of my AT&T co-workers/friends, I decided to accept it and pursue what I had vowed to do.

I left the corporate world to venture into television and film, writing a script for a dramatic soap opera intended for a mainstream audience featuring Americans of Latino descent as the principal characters. And yes, it was in English.  However, when pitching "Alamo Heights SA" to major networks in Los Angeles, the first questions often asked were whether it was a telenovela or if it was in Spanish. Even when a CEO at HBO showed interest, the project was categorized for HBO Latino, confining it to the “Latino box.”

This pattern reveals a troubling truth: Latinos to this date are consistently marginalized in Hollywood. For over 25 years, I’ve monitored the industry, and Latinos have never occupied more than 5% of lead roles. With a Latino population nearing 25%, And the time is Now for change.

Through our strategic plan we have rolled out several components to bring visibility to Latinos as Americans such as the Fiesta SATX Film Festival, South Central Texas Casting, our 501c3 non-profit, Lift Latinhearts, Plaza of Starsand the Latinhearts Walk of Fame among other initiatives to be announced soon. 

With the Latinhearts Walk of Fame, our mission is to celebrate and honor Latinos who have broken barriers in Hollywood.  While shining the spotlight on them we aim to bring awareness of the gross under representation. You can read more about this effort and join our program at www.latinheartswalkoffame.com .

Through this vibrant new tourist destination, we will spotlight the ongoing underrepresentation and misrepresentation of Latinos in entertainment, using it to inspire broader change.

We aim for 25% representation of Latinos as American characters in mainstream film, television, and streaming. We feel it is critical to support independent producers who cast Latinos in authentic, non-stereotypical roles, showcasing them as integral parts of American culture.

The lack of a Latino presence is linked to this invisibility in mainstream entertainment. The narratives we see in entertainment shape the psyche of youth and public perception; when Latinos occupy leading roles as Americans, it fosters familiarity and acceptance. This visibility and redefining of Latinos is crucial for changing perceptions and dismantling biases.

We must strategically organize our efforts, building alliances and create a unified voice advocating for our representation as Americans. As we push for greater Latino presence in entertainment, we lay the groundwork for broader acceptance of Latino leadership in all spheres, including in the corporate arena and politics.

Every profound achievement begins with a vision and people coming together to make it happen. With dedicated effort and strategic planning, we can ensure that Latino visibility is not just a dream but a reality. This is our moment to shape history by ensuring our voices are seen, heard, and respected on the grandest and most powerful stage.

Building a Brighter Future Together

As we continue on this journey towards greater Latino representation in entertainment, it's essential to recognize the power of unity and collaboration. Just as diverse threads weave together to create a vibrant tapestry, our collective efforts can produce a rich narrative that reflects the true American experience.

Hollywood is a grand stage where stories come to life. Right now, many of our stories remain backstage, waiting for the spotlight. Each time a Latino is cast in a lead role, it’s like opening a curtain to a fresh perspective, allowing audiences to see the depth, humor, and resilience inherent in our communities. By portraying Latinos in American roles—be it as leaders, innovators, or everyday heroes—we can shift perceptions and inspire a new generation.

To achieve this transformative change, and get it on the fast track, we must strategically engage with the industry. This means creating stories that showcases Latinos as Americans in the English language to resonate with the mainstream audience, supporting projects that uplift Latino narratives, and investing in talent development. If you are immersed in this movement, begin by creating workshops and mentorship programs in your city or town that connect aspiring Latino filmmakers, writers, and actors with seasoned professionals in the industry. By fostering an environment of growth and collaboration, we can cultivate the next generation of Latino leaders in entertainment, the corporate world and politics.

As we move forward, let’s remember the power of representation. Every time a child sees a character that looks like them in a film or TV show, it reinforces their sense of belonging and possibility. We’re not just advocating for more Latino characters; we’re advocating for a broader understanding of what it means to be American.

In this pivotal moment, your involvement is crucial. Whether you’re a creator, an advocate, or a supporter, your voice matters. Together, we can reshape the narrative, ensuring that the contributions of Latinos are not just acknowledged but embraced and celebrated across all media platforms.

The twenty five year path towards getting here to create this magazine and the strategic plan has been challenging, but history shows that significant change is possible when we unite with purpose. Let’s seize this opportunity to elevate Latino voices, create authentic narratives, and inspire future generations. Together, we can shine a light on our stories and ensure they resonate on the world stages. The time for action is now—let's make our mark in the world of entertainment!

GENTE in englishwas created to inspire Americans of Latino descent to keep reaching for their dreams in the USA in addition to bringing our presence as American to the 80% that is non-Latino.

I hope this magazine is useful and inspiring to all.  Revenues generated will be used to relentlessly pursue our mission of increasing the representation in lead roles to 25% Latinos in mainstream entertainment.

The Road Ahead: Building a Legacy of Representation

As we continue his transformative journey, we must remain focused on the steps necessary to achieve our goals. Here’s how we will be moving forward our plan with your support of this magazine and other projects:

1.     Advocacy and Outreach: We will advocate tirelessly for Latino representation in all aspects of entertainment. This means reaching out to industry stakeholders, from executives to writers, and emphasizing the importance of diverse storytelling. We will host workshops and panels to educate and empower our community, providing the tools necessary for effective advocacy.

2.     Creating Opportunities: We will assist writers in creating stories for mainstream entertainment as well as independent production companies and emerging filmmakers. Our long term goal is to fund and develop projects that reflect Latinos as Americans while subtly infusing the richness of our cultures, showcasing our contributions to American society, as not scaring a mainstream audience away because they perceive it entertainment for Latinos. We will establish grants and mentorship programs to nurture talent from within our community.

3.     Collaboration with Influencers: Partnering with established artists and influencers can amplify our message. We will seek out collaborations with those who share our vision, leveraging their platforms to reach wider audiences. Together, we can create powerful campaigns that challenge stereotypes and advocate for meaningful change.

4.     Community Engagement: Engaging with our community is essential. We will organize events, screenings, and discussions that bring people together to celebrate Latino culture and talent. By fostering a sense of pride and unity, we can mobilize collective action towards our common goals.

5.     Measuring Impact: It’s crucial to track our progress and measure the impact of our initiatives. By establishing benchmarks and evaluating our efforts, we can adapt our strategies and ensure we are making meaningful strides toward our representation goals.

6.     Media Literacy: Educating our community about media literacy will empower individuals to critically engage with the content they consume. By understanding how narratives are constructed and how representation affects perceptions, we can foster a more informed audience that demands better portrayals of Latinos in media.

7.     Political Engagement: To create systemic change, we must engage in the political process. By advocating for strategic policies that support diversity in media, we can influence the industry from the ground up. Encouraging Latino participation in politics and supporting candidates who prioritize representation will help elevate our voices in all sectors.

Join Us in Shaping Our Future

As we work toward these goals, we invite you to join us in this vital movement. Whether you are an artist, a producer, a community member, or an ally, your involvement is crucial. Together, we can create a powerful coalition that champions Latino representation in entertainment and beyond.

The time for change is not just upon us; it is urgent. We stand at a crossroads, with the opportunity to reshape the narrative of Latinos in America. Let us harness our collective strength and creativity to build a future where our stories are not only told but celebrated.

We envision a world for future generations where Latinos are seen as integral parts of the American story, influencing culture, politics, and society at large. This is our moment to rise, to break free from the confines of the past, and to seize our rightful place in the spotlight.

Together, we can ensure that the legacy of Latino representation is one of empowerment, authenticity, and pride. Let’s take this journey side by side, illuminating the path for future generations and creating a vibrant tapestry of stories that reflect the true diversity of our nation. Join us, by becoming a member at www.latinheartswalkoffame.com and you will receive this GENTE in englishquarterly magazine as part of your membership, where you will receive great stories and discount coupons to your favorite places. 

Join us as we roll out objective to take charge of our destiny, creating roles, lobbying for change in “Hollywood”, and empowering one another. The time for change is now.

Let’s make history together!


                         R. Cuéllar