Ryan Seacrest, Howard Stern, Larry King… and Don Cheto?
While the first three multi-hyphenates on this list may rule English-language radio, Don Cheto and his show “Don Cheto Al Aire” have been a fixture on Spanish-language radio for 20 years. Every morning, Monday to Friday, between 6am and 10am, Don Cheto’s loud, husky voice narrates humorous scenes from current occasions, while singles from the flourishing mexican music style game between segments. Listeners call in to discuss everything from relationship woes to cultural moments like what new releases are trending on Netflix or the latest celebrity gossip or trending news. The program also has its most critical moments – most recently, participation in politics, as there is just one month left until the next presidential election between candidates Donald J. Trump and Kamala Harris.
Behind the grizzled character of 60-year-old Don Cheto is 44-year-old Juan Carlos Razo. Razo’s alias—your stereotypical working-class, tradition-driven, slightly problematic family member—opened many doors for him. Over the past 20 years, he has negotiated a television show, licensing deals (many recognize him from the video game “Grand Theft Auto V”), a music career and a spot as a judge on “Tengo Talento, Mucho Talento,” the biggest-selling film. duration. experience competition present on Spanish-language television in the United States.
Razo began his career as an unpaid intern at 105.5/94.3 FM, also known as station Que Buena, and caught the attention of executives for the way he imitated his co-workers. “I always knew I wanted to be a DJ – without romanticizing it,” says Razo Selection from his recording studio at the EstrellaTV offices in Burbank, California. The space is decorated to imitate someone’s storage, and Razo – who is out of costume – is furiously writing notes in preparation for his next morning show.
“I just wanted to be a DJ who talked about the screams and talked about the schedules. I never imagined having my own gift or having to talk five hours a day for 20 years straight. Not in my wildest desires. I like doing it – but I don’t like the makeup.”
Estrella MediaCo.
One of the first executives to be considered for “Don Cheto” was Pepe Garza, a longtime Estrella programmer and TV personality. “His humor was unparalleled,” Garza says of Razo. “The character was relatable; I invited him to say a few things on air and then, naturally, we started playing with the music. His father was a songwriter and he had an apparent talent for rhyming and putting everything together in an unforgettable way.”
Garza owns Arpa Music, a music publishing company, and has been recognized by ASCAP and BMI for his achievements as a songwriter. After some encouragement from Garza, Razo worked to build a media empire around Don Cheto, and was able to release two albums of original songs and parodies for the character, one in 2010 and another in 2016. “DCAA” was the station radio station most listened to by adults 18-49 in March, September and October 2023, surpassing English-language stations in Los Angeles, including KIIS, KOST and Energy 106, as well as other aggressive Spanish stations. Its main markets encompass agricultural cities in Southern California, specifically Fresno and Bakersfield.
When such demographic distinction is achieved, combined with the longevity of a personality like Don Cheto, the gift becomes an apparent tool for mobilizing Spanish-speaking voters. Many of the issues up for debate in the 2024 elections have a demographic distinction, with a multitude of issues focused on younger, poorer and working-class citizens.
“The advantage of my character is that he can be completely unaware of what is happening on this planet and never be afraid to claim it and learn from it,” explains Razo. “When I started, I was determined to maintain the authenticity of the character – his ‘ranch mentality,’ cheerful and silly – and then one day in my career, I said, ‘This isn’t going to end.’ Latinos, especially the era of adult Latinos, have advanced. I felt a responsibility to (achieve) that balance and evolve with them.”
The program recently partnered with National Voter Registration Day and invited labor rights activist Dolores Huerta to the morning show to discuss the importance of voter registration, as well as issues focused on minority groups, such as immigration, healthcare and education.
“There are now opportunities for Latino leaders in politics, especially local officials, and it’s up to voters to make sure we’re electing the best people,” Huertas explained to Don Cheto and co-hosts Giselle Bravo, Stated Garcia Solis and El Chinês.
Estrella MediaCo.
Don Cheto has also partnered with Poder Latinx, a nonprofit, nonpartisan group dedicated to building civic power and bridging the gap between politics and the everyday realities of the Latino community.
“Illustration plays an important role here,” says Poder Latinx’s executive director, Yadira Sanchez. “More than just leisure, Don Cheto embodies the familiar figure of ‘abuelito‘ or ‘uncle‘lots of people grew up with – witty, humorous and deeply relatable. He captures the essence of what it means to be Latino in the US, giving voice to the daily challenges we face.”
While radio listening numbers vary across age groups, Nielsen’s “Audio At this time 2023”” report found that radio reaches 94% of Hispanic adults ages 18 and older (looking at over 250 US markets), with its closest competitor, YouTube Music, reaching 44%.
One of the largest nationally distributed Spanish-language morning shows in the United States and Mexico, with a reach of 33 affiliated stations nationwide, “DCAA” is a mainstay of its parent company Estrella Media, which owns and operates seven broadcast stations. television and eight radio stations in the U.S.
The Que Buena station has also routinely topped the list of Spanish radio stations with the highest ratings for Mexican regional codecs in the United States and Los Angeles, according to ranking data from Nielsen Audio. And like stars of mexican music The style morphed into national acts – including Peso Pluma, Carin Leon, Fuerza Regida, Junior H and Grupo Frontera, to name just a few – the station’s programming transitioned to meet the demands of a changing landscape.
“It’s been a huge challenge, but also a huge opportunity,” says Eddie Leon, executive vice president of radio programming at Estrella MediaCo. “We have to modernize every little thing we do. We have always been number 1 among Mexican artists; This is their home, but Spanish leisure consumption is increasing, and we have to deal with it. Needless to say, radio itself isn’t at its best, but there’s more than enough room for us on streaming.”
Estrella Media is also celebrating a newly acquired, first-of-its-kind broadcaster in New York and is eyeing partners in Honduras, “where the show ‘Don Cheto Al Aire’ has a large fan base,” adds Leon.
“(Razo) was just one of those individuals who had big, big ideas with plans to actually execute them,” Garza concludes. “I believe his legacy is once in a lifetime – people know him, and that mutual trust has never failed, even regardless of his decision to replace the gift or not. No amount of strategy or money can replicate something like that.”
O Que Buena Los Angeles celebrated Don Cheto’s 20th anniversary on air on September 8th with its annual live “Fiestas Patrias” neighborhood performance. The occasion culminated with Razo in costume, blowing out the candles on his “sixtieth birthday” cake and raffling off a car for a festival-goer.
“Despite everything these years, I no longer pay attention to the numbers,” says Razo. “If Eddie tells me I’m okay, then I’m okay. But I’ve found that no matter how much time passes, I still have younger listeners reaching out to me – the young adults are just as excited and, well, the older listeners are still there too. I can’t really clarify that, but I don’t take it lightly.”
