Page 31 - Synchrony US Hispanic Market Playbook

MUSIC

Music is an essential part of Hispanics’ life. Not only is it a strong symbol of culture and

heritage, it is also a conduit of unity among US Hispanics.

For Hispanics, music is very much about emotion. From extreme happiness and
partying (think salsa, merengue and reguetón) to extreme sadness (Mexican rancheras,
“música de tríos”), music adds heart to everyday life.

Music is also closely tied to home (i.e., the “home” country). Particularly so with older
generations, listening to or watching their favorite performers from their countries of
origin brings back memories and longing for family and home.

31