Political Consultant/Strategist and Hispanic Marketing Expert

American Alien: What's Your Latino ID?

What happens when the American melting pot starts cooking the other way? As Election 2008 heats up, how will the nation's leading politicians reach the fastest-growing and most influencial segment of the US population? Luis Aira, political consultant (for Al Gore, John Kerry, Los Angeles Mayor Antonio Villaraigosa, etc.) and marketing expert (MTV’s Rock the Vote, SiTV Network, and many more) knows la verdad. At the podium, Luis Aira brings his unique understanding of the American Alien – those whose Latino ID is their American ID – and the impact will Latinos have on the future of our nation.

From NuYoricans to Chicanos to Miami’s Generation “n,” from JLO to the rock band Mars Volta, we are seeing a new species. An enormous American subculture is in the making and it has very little to do with “south of the border,” and very much to do with the way forward for the U.S. Luis Aira has made a living telling public figures and companies how to reach out to cross-cultural marketplaces, where being Latino does not mean just one thing. He understands that the Spanish-speaking world has a rich history that encompasses numerous cultures and traditions, and that Hispanic youth consider themselves American first, with a bold dash of their heritage mixed in. It is the Latino youth whose growing political clout is shaping our nation in ways more dynamic and profoundly than perhaps any other “minority” has before.

Luis Aira has over twenty years experience speaking to, playing to, marketing to, and listening to the Hispanic community. Born in Cuba, raised in Venezuela, schooled in Boston and living in L.A., Luis Aira is himself an American Alien – living “outside the radar,” he is one of the most compelling expert voices on Latino ID today.