Becky G is a Latina popstar that began her rise to fame by posting YouTube videos of popular songs. YouTube is widely popular among young Hispanic consumers and has produced a number of breakout stars. Becky G's rise to fame demonstrates just how powerful YouTube can be for Hispanic celebrities.
The Latina singer originally began posting cover song and then eventually moved on to original content. With an EP under her belt and collaborations with the likes of will.i.am, Jessie J, and Cher Lloyd, Becky G is one of YouTube's most popular Latina stars. Covergirl honored the rising songstress by making her the newest face of their makeup campaign. The move represents an attempt to appeal to Becky G's many fans and a young Hispanic audience. Becky G's humble rise to fame also helps the brand connect to a different kind of audience.
The collaboration between Becky G and Covergirl demonstrates that brand's are increasingly paying attention to young Hispanic celebrities who are already popular on social media.