Image courtesy of The Hollywood Reporter

Director Robert Rodriguez' El Rey entertainment company is pushing further into the branded content business with the help of Vice Media. 

El Rey and Vice's advertising agency, Virtue, have partnered to launch La Reyna, a new company that will focus on helping brands connect with the U.S. Hispanic market. 

Based in Austin, La Reyna will work with brands to help them identify specific audiences within the Latinx community, which has grown significantly in the U.S. in recent years. La Reyna will tap into the analytics, production and technology resources of Virtue. 

"Unfortunately brand marketing toward the Latinx audience often does not take into account how diverse the population actually is," says Rodriguez. "It is multi-lingual, multi-racial, young and transcultural. With La Reyna, we're aiming to help brands not only effectively reach this audience, but also better represent the community in their creative output." 

Read more at thehollywoodreporter.com