An immersive, music-driven experience that united motorsports, music, and culture has set a new standard for industry engagement. During Miami Race Week, Relevant+, the leading independent media group for U.S. Hispanic audiences, partnered with Total Wireless and its culture-first music publisher Tigre Sounds to present Beats Per Mile (BPM) — a high-energy activation that drew more than 300 local tastemakers, creators, and coffee connoisseurs for a Latin DJ experience unlike any other.
A New Wave of Culture-Driven Experiences
Centered on Hispanic Gen Z, who are fueling Formula 1’s U.S. growth, BPM spotlighted the rise of “coffee shop DJs” transforming everyday spaces into vibrant stages—blurring lines between urban lifestyle, music, and community. The event seamlessly blended music, sports, lifestyle, and culture, showcasing how modern audiences consume and celebrate shared interests.
Total Wireless played a subtle but impactful role, integrating branding through coffee cups, signage, and content—all designed to amplify the vibe without interruption. The goal was simple: to deliver an experience, not an advertisement.
Disrupting the Media Norms
“At Relevant+, we’re redefining how the media industry connects with culture,” said David Velez, VP of Strategy. “Through our innovative, culture-led social publisher network, we help brands tap into youth-driven trends at the speed of culture. With Tigre Sounds and Miami Race Week as a backdrop, we’re not just following trends—we’re setting the pulse for what’s next.”
Digital Impact and Extended Reach
Following the live activation, BPM extended its influence online through curated content and storytelling across social platforms. The results were striking:
– Impressions soared over 40% above typical campaign benchmarks.
– Click-through rates were 10 times higher than average.
– Engagement and video view rates tripled usual performance, amassing over 2.3 million views.
This online momentum amplified the event’s purpose—showing that authentic, experience-led campaigns resonate deeply with multicultural youth.
A Cultural Footprint in the Fast Lane
The collaboration between Relevant+ and Total Wireless exemplifies what it means to show up with purpose and authenticity in today’s media landscape. With BPM, they didn’t just participate—they set the rhythm for a new era of multicultural engagement, where culture and community take the front seat.
As Miami Race Week demonstrated, meaningful moments crafted with intention can leave a lasting impact, redefining what it means to connect in a fast-paced, culture-driven world.