In response to the growing Hispanic buying power in Oregon and Southern Washington, Bustos Media has acquired KXXP, from Jackman Holding Company, LLC and today launched its newest Latin Mix & Reggaeton format – URBANA 104.5FM.

Urbana’s powerful upbeat music promises to wage battle with the predominant Regional Mexican and English Pop/Rap formats.  The younger LatinX population is increasingly gravitating to Urban music featuring Latin artists like: Bad Bunny, Ozuna, Maluma, Luis Fonsi, Daddy Yankee, Camilo, Farruko, Darlene, Carol G and Rosalia.    

“I am pleased to expand our URBANA NETWORK.  KXXP has a huge foot-print over the Portland metro – where our company is headquartered.  Its signal reaches from the Dalles on the eastern Columbia River basin to Forrest Grove on the west; from Longview on the north to Salem on the south.  URBANA’s music is breaking-down language barriers by the power of its rhythm and its growing global popularity,” said Amador Bustos, President and CEO of Bustos Media. 

Younger Latino listeners are increasingly becoming more influential with their growing financial purchasing power.  They are more acculturated and more engaged in digital and social media.  This unique market segment will fuel greater opportunity for local businesses to target new consumers in a rapidly changing post pandemic economy.

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