Don Cheto Talks 20 Years of Radio, Mobilizing Latin Voters and Extra

Ryan Seacrest, Howard Stern, Larry King… and Don Cheto?

Whereas the first three multi-hyphenates on that itemizing could rule English-language radio, Don Cheto and his “Don Cheto Al Aire” current have a been a fixture of Spanish-language radio for 20 years. Each morning from Monday to Friday, between 6-10 a.m., Don Cheto’s loud and croaky voice narrates humorous takes on current events whereas singles from the burgeoning música mexicana type play between segments. Listeners cellphone in to debate each little factor from their relationship woes to cultural moments, like what new releases are scorching on Netflix or the latest celebrity gossip or frequent data. The current moreover has its additional important moments — additional simply recently, partaking in politics, as a result of the upcoming presidential election between candidates Donald J. Trump and Kamala Harris is a mere month away.

Behind the 60-year-old gray-haired character of Don Cheto is 44-year-old Juan Carlos Razo. Razo’s alias — your stereotypical working-class, tradition-driven and lightsomely problematic member of the household — has opened many doorways for him. Within the ultimate 20 years, he’s negotiated a television current, licensing affords (many acknowledge him from the web recreation “Grand Theft Auto V”), a music occupation and a determine’s spot on “Tengo Talento, Mucho Talento,” the longest-running experience rivals current on Spanish-language television in america.

Razo started his occupation as an unpaid intern at 105.5/94.3 FM, additionally known as the Que Buena station, and drew consideration from executives for the best way properly he imitated his co-workers. “I at all times knew I needed to be a DJ — with out romanticizing it,” Razo tells Selection from his recording studio in EstrellaTV’s locations of work in Burbank, Calif. The space is adorned to imitate any individual’s storage, and Razo — who’s out of costume — is furiously writing notes in preparation for his subsequent morning current.

“I simply needed to be a DJ that mentioned the shout-outs and mentioned the time. I by no means imagined having my very own present or having to speak for 5 hours a day for 20 consecutive years. Not in my wildest desires. I get pleasure from doing it — don’t benefit from the make-up, although.”

One of many earliest executives to contemplate in “Don Cheto” was Pepe Garza, a longtime Estrella programmer and TV character. “His humor was unmatched,” says Garza of Razo. “The character was relatable; I invited him to say a few issues on air after which, naturally, we began messing round with music. His father was a songwriter, and he had an apparent knack for rhyming and placing all of it collectively in an unforgettable means.”

Garza owns Arpa Music, a music publishing agency, and has been acknowledged by ASCAP and BMI for his accomplishments as a composer. After some encouragement from Garza, Razo labored to assemble a media empire surrounding Don Cheto, and he was able to launch two albums of genuine songs and parodies as a result of the character, one in 2010, and one different in 2016. “DCAA” was in all probability probably the most listened-to radio station with adults ages 18-49 for March, September and October of 2023, beating English-language stations in Los Angeles along with KIIS, KOST and Energy 106, along with completely different aggressive Spanish stations. Its excessive markets embrace agricultural cities in Southern California, particularly Fresno and Bakersfield.

When you’ve got such a demographic distinction, paired with the longevity of a character like Don Cheto, the current turns into an obvious instrument for mobilizing Spanish-speaking voters. Lots of the factors up for debate throughout the 2024 election have a demographic distinction, with a plethora of factors specializing in youthful, poorer, working-class residents.

“The benefit of my character is that he may be utterly unaware about what’s happening on this planet, and never be afraid of claiming it and studying from it,” Razo explains. “Once I began, I used to be dead-set on holding the character’s authenticity — his ‘rancho mindset,’ light-hearted and foolish — after which sooner or later in my in my profession, I mentioned, ‘This isn’t going to final.’ Latinos, particularly the era of grownup Latinos, have advanced. I felt a accountability to [strike] that steadiness and evolve with them.”

The current simply recently partnered with Nationwide Voter Registration Day and invited labor rights activist Dolores Huerta on the morning current to debate the importance of voter registration, together with issues specializing in minority groups, resembling immigration, healthcare and coaching.

“There’s alternative for Latin leaders in politics now, particularly native authorities, and it’s as much as the voters to make sure we’re electing the best individuals,” Huertas outlined to Don Cheto and co-hosts Giselle Bravo, Stated Garcia Solis and El Chino.

Don Cheto moreover partnered with Poder Latinx, a nonprofit and nonpartisan group dedicated to developing civic vitality and bridging the opening between politics and the Latin neighborhood’s day-to-day realities.

“Illustration performs a vital function right here,” offers Poder Latinx’s govt director, Yadira Sanchez. “Extra than simply leisure, Don Cheto embodies the acquainted determine of the ‘abuelito’ or ‘tío’ many people grew up with — witty, humorous, and deeply relatable. He captures the essence of what it means to be Latino within the U.S., giving voice to the on a regular basis challenges we face.”

Though listening numbers for radio vary between age segments, Nielsen’s “Audio At this time 2023” report found radio reaches 94% of Hispanic adults ages 18 and up (observing higher than 250 U.S. markets), with its closest competitor, YouTube Music, reaching 44%.

One of many largest nationally syndicated Spanish-language morning packages of america and Mexico, with a attain of 33 affiliate stations nationally, “DCAA” is probably going one of the core pillars of its guardian agency Estrella Media, which owns and operates seven television stations and eight radio stations throughout the U.S.

The Que Buena station has moreover routinely topped the itemizing of highest-rated Spanish radio stations for Mexican Regional codecs in america and Los Angeles, per data from Nielsen Audio rankings. And as stars from the musica mexicana type flip into nationwide acts — along with Peso Pluma, Carin Leon, Fuerza Regida, Junior H and Grupo Frontera, to name only a few — the station’s programming has transitioned to satisfy the requires of a altering panorama.

“It’s been a giant problem, however it’s additionally been a fantastic alternative,” says Eddie Leon, govt vice chairman of radio programming for Estrella MediaCo. “We have to modernize every little thing that we do. We’ve at all times been No. 1 with Mexican artists; that is their house, however Spanish leisure consumption is rising, and we have to deal with that. It goes with out saying that radio itself shouldn’t be at its greatest, however there’s greater than sufficient area for us in streaming.”

Estrella Media will also be celebrating a newly acquired and first-ever station in New York and eyeing companions in Honduras, “the place the ‘Don Cheto Al Aire’ present has a big fanbase,” gives Leon.

“[Razo] was simply a kind of individuals who had nice, huge concepts with plans of really executing them,” concludes Garza. “I believe his legacy is as soon as in a lifetime — the individuals know him, and that mutual belief hasn’t ever floundered, even regardless of his resolution to replace or not replace the present. No quantity of strategizing or cash can replicate one thing like that.”

Que Buena Los Angeles celebrated Don Cheto’s twentieth yr on-air on Sept. 8 with its annual “Fiestas Patrias” neighborhood reside efficiency. The event culminated with Razo in costume, blowing out the candles to his “sixtieth Birthday” cake, and raffling off a vehicle to a festivalgoer.

“In spite of everything these years, I don’t take note of the numbers anymore,” says Razo. “If Eddie tells me I’m good, then I’m good. However I do discover, irrespective of how a lot time passes, I nonetheless have younger listeners come as much as me – the younger adults are simply as excited, and, nicely, the older listeners are nonetheless there, too. I can’t actually clarify it, however I don’t take it frivolously.”