We’re at critical mass.
The Latino population has hit critical mass – accounting for almost 20% of the US population and over $4.1T in spending power, we’ve grown to be an integral part of the United States, shaping music, pop culture, internet trends, and mainstream conversation at scale.
From representation in entertainment to politics, however, Latinos in the US seem to fly under the radar – our social norms, slang, cuisine, traditions, and more are seen as “new discoveries” and the latest trends. But the numbers are undeniable—so the real question is: what are we up to and what will we define next?
Critical Mas is an English-language podcast hosted by Darlene Lopez that covers the latest trends in U.S. Latino culture now that we are at critical mass. Each episode breaks down the moments, movements, and media shaping Latino life in the U.S., from chart-topping hits and viral moments to representation, identity, and cultural shifts happening in real time.
Critical Más centers Latino perspectives while keeping the conversation accessible, entertaining, and ahead of the curve—connecting what’s trending now to what’s coming next.
About the Host: Darlene Lopez
Darlene Lopez is a multi-passionate founder who has bridged technology and culture through the founding of Evoke Creative, a digital marketing leader in live streaming for music releases. With close to 10 years in Entertainment for Latin audiences, Darlene Lopez spent the last decade working for global brands like Apple Music, TikTok, NBCUniversal, and the Los Angeles Rams, championing Latin creators, audiences and markets. She’s passionate about the silent juggernaut that is Latinos in the US and believes in the power of our population.
A graduate of USC Annenberg with a master’s degree in Strategic Public Relations, Darlene is also an alumni of UC San Diego and holds a bachelor’s degree in Political Science.
Connect with Darlene here.