For decades, Latinos have harnessed the power of their rich cultural roots to break into untapped markets, disrupt outdated paradigms, and transform industries and popular culture. Despite their undeniable impact, the stories and achievements of Latinos often remain hidden or misrepresented within mainstream narratives.

This Hispanic Heritage Month, we want to spotlight the enduring legacy of past trailblazers and the groundbreaking contributions of today’s emerging visionaries who are redefining America’s economic and cultural landscape through entertainment. 

By showcasing these popular and renowned Latinos, we celebrate their lasting influence on American culture, where their creativity, ingenuity, and unique gifts have left an indelible mark. Latino representation, spanning decades of television and now streaming platforms, has introduced viewers to the richness and vibrancy of our culture, shifting perceptions and positioning our community as vital to the broader American experience.

Latinos are, in fact, Market Makers—innovators and leaders who not only contribute to but actively define new markets, set trends, and expand the horizons of what is possible in every industry they touch.

Music:

Celia Cruz

Celia Cruz is known as the “Queen of Salsa” and popularized the genre we know and love today. Recently, she was posthumously minted as the 14th coin in the American Women Quarters Program, honoring her legacy as a Cuban-American singer, cultural icon, and one of the most popular Latin artists of the 20th century.

Gloria Estefan

Gloria Estefan is a winner of eight Grammy’s with an estimated 100 million records sold worldwide. Her remarkable career was turned into a hit musical  “On Your Feet!” telling the inspiring story of Gloria and her husband, Emilio Estefan, and the unshakable belief in their talent to achieve the American Dream and become international sensations. “On Your Feet!” is now captivating audiences around the world, performed in multiple languages and bringing the inspiring story of the Estefans to every corner of the globe.

Selena Quintanilla

Selena was the first music artist to have five Spanish albums simultaneously chart on the Billboard 200 and the first female Tejano artist to win Best Mexican-American Album at the GRAMMYs. In 1994, Selena launched her fashion & beauty boutique, Selena, Inc., attracting a devoted fan base that spanned over 15 years. Her impact continues today, with her life and legacy immortalized in a beloved movie and more recently, a Netflix series, further solidifying her influence across generations.

Bad Bunny

Bad Bunny, known as the “King of Latin Trap” holds the second-biggest streaming year of any artist in Spotify history. Since his rise in 2016, he has transformed himself into a global brand by leveraging music streaming platforms, social media, and high-profile partnerships with brands like Gucci, Adidas, and WWE. In 2023, he further expanded his influence by teaming up with Forbes 30 Under 30 Latinx Pitch Competition, investing $100,000 in the winning startup to support and uplift small businesses.

Sports:

Roberto Clemente

Roberto Clemente, a legendary “power hitter,” earned 12 Gold Glove awards and achieved 3,000 career hits, including 11 triples, 31 doubles, and 29 home runs. When the Pirates won the 1971 World Series, he famously gave an interview in Spanish and English—the first time Spanish was spoken on national U.S. television. He was also the first Latino inducted into the Baseball Hall of Fame. Beyond his impact on the field, Clemente dedicated his life to humanitarian work, particularly in Latin America, with a focus on Nicaragua.

Pelé 

When Pelé made his debut in the U.S., ten million people tuned in to watch—setting a record American TV audience for soccer. His presence with the New York Cosmos sparked a newfound fascination with the sport, tripling the team’s home attendance in just half a season. By the time he retired in 1977, average league attendance had nearly doubled, from 7,642 to 13,558. Pelé ignited a passion for the soccer in America, transforming it from a niche activity into a growing market with lasting cultural and economic impact.

Manu Ginóbli

Manu Ginóbili, a four-time NBA champion and one of the greatest shooting guards in the league’s history, is renowned for revolutionizing the game with moves like the Euro step, introducing new plays and skills that forever changed how basketball is played. Beyond his achievements on the court, Ginóbili is now making waves as an entrepreneur, investing in Latino industries, particularly Latino-led tech startups, further expanding his legacy as a trailblazer both in sports and business.

Lauren Hernandez 

Lauren Hernandez, an Olympic medalist in Artistic Gymnastics, made history as the first U.S.-born Hispanic gymnast to compete for Team USA since 1984. Since retiring from gymnastics in 2021, she has successfully transitioned into new roles, becoming a prominent NBC commentator for the 2024 Paris Games and launching her own “Shero” Barbie with Mattel. Hernandez continues to inspire young girls and women, proving that her influence extends far beyond the gym.