Immersive DJ-led activation unites music, motorsports, and lifestyle spotlighting the rise of coffee shop DJs, Latino cultural tastemakers & culture-driven experiences
MIAMI, June 11, 2025 /PRNewswire/ — During Miami Race Week, Relevant+, the leading independent culture 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 cultural activation that brought together more than 300 local tastemakers, creators, and coffee connoisseurs for a Latin DJ experience that fused music, sports, lifestyle, and culture.
With Hispanic Gen Z at the center of Formula 1’s U.S. growth and a new wave of “coffee shop DJs” turning everyday spaces into stages BPM emerged as a fresh response to how this audience consumes lifestyle, sound, and community. Total Wireless was subtly embedded into the experience through minimal touchpoints, branded coffee cups, signage, and content that amplified the vibe without interrupting it. The goal wasn’t to advertise, it was to experience.
“At Relevant+, we’re disrupting how the media industry connects with culture,” said David Velez, VP of Strategy at Relevant+. “Through our innovative, culture-led group of social publisher partners, we help brands tap into youth-driven trends at the speed of culture. With partners like Tigre Sounds, we offer fresh platforms where brands don’t just show up they actively participate in culture. With Miami Race Week as the next lifestyle tentpole to the rise of Latino tastemakers and coffee shop DJs, we don’t just follow what’s happening, we set the pulse.”
Following the activation, BPM took on a second life online through curated content and digital storytelling. The campaign delivered strong engagement across social, outperforming platform benchmarks and extending brand interaction well beyond race week. Impressions were delivered at a rate over 40 percent higher than typical campaign averages, the click-through rate was 10 times the standard benchmark and engagement and video view rates exceeded typical Instagram performance by more than 3 times and generated over 2.3M views.
The partnership between Relevant+ and Total Wireless was a natural alignment, grounded in a commitment to cultural fluency, publisher collaboration, and experience-led media that resonates with multicultural youth. Beats Per Mile emerged as the powerful outcome redefining what it means to show up with purpose, authenticity, and lasting impact.
About Relevant+
Relevant+ is the leading independent culture media group helping brands move at the speed of real life. With a focus on US Hispanic Gen Z & Millennials and Hispanic Health Lifestyle , Relevant+ connects brands to culture through storytelling, media, and lived experiences across music, sports, lifestyle, and health. From digital publishers to physical spaces, we help brands show up with purpose where influence is actually being shaped.
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SOURCE Relevant+
