The growing size and importance of the U.S. Hispanic audience was demonstrated again today with the official launch of Más Mejor, a Latino-focused digital comedy studio.
Originally announced in September, the studio is a product of Lorne Michaels’ Broadway Video Enterprises, producer of such shows as NBC’s “Saturday Night Live” and “The Tonight Show Starring Jimmy Fallon.” Its lineup of producers and performers includes “SNL” alums Fred Armisen and Horatio Sanz, who were enlisted to comb through Broadway Video’s existing digital comedy hub, Above Average, to find talent.
Más Mejor will create short form comedy content in both English and Spanish primarily targeted at Latino millennials. Its videos will be released weekly and distributed across its YouTube and social channels, as well comScore’s top-ranked Hispanic ad-focused sites.
In a release touting the launch, Más Mejor boasted that its content will instantly reach over 100 million unique monthly viewers thanks distribution partnerships with NBCUniversal Telemundo Enterprises, Popsugar Latina and Batanga Media.
In addition to Armizen and Sanz, Más Mejor’s initial talent lineup of digital influencers, stand-up and sketch comedians and producers includes Oscar Nuñez, Billy and Fernando Rovzar, Adriana Bello, Grace Parra, David Lopez, Dustin Ybarra, Carlos Alazraqui, Melissa Villaseñor, Veronica Osorio, Fabrizio Copano, Jasbir Singh Vazquez, Frankie Quinones, Alexis Pereira, Frank Garcia-Hejl, Eddie Mujica, Julio Torres, Sofia Gonzalez, Isabella Gerasole and Room 28.
Broadway Video and Telemundo is expanding its creator roster via a talent search, the winner of which will appear in a Más Mejor short airing on Telemundo properties.
At launch, Más Mejor’s initial programming lineup includes:
“Toy Collectors”: Fred Armisen and Horatio Sanz reprise their Cuban toy collector characters from “SNL,” who provide Spanish-language commentary on the American toys they are unboxing.
“Si, Pipi, Si”: Oscar Nuñez (“The Office,” “Benched”) plays a famous South American performer who comes to America to strike it big.
“Soccer Dads”: Vine star David Lopez plays an aspiring soccer coach with an overconfident personality who thinks he can whip a young team into shape.
“Tiny Lady, Big Opinions”: Grace Parra (“The Nightly Show”) tackles big issues.
“Freestyle Wraps”: Eddie and Neal (Eddie Mujica and Neal Dandade) run a sandwich shop that serves wraps and customized rap songs to customers.
“Breakup Breakdown”: Sofia Gonzales reenacts bad break up stories with a spin.