The #4KMore Challenge


Help us reach our new goal! Take the #4KMore Challenge to help us pick up 4,000 new followers on Facebook, Twitter, and Instagram before the 2013 NCLR ALMA Awards goes LIVE this September!


NCLR introduces the #4KMore Challenge, the best way to keep ALMA in mind every day. Follow us on Facebook and Twitter to answer ALMA trivia! Test your knowledge about this year’s awards to learn key information about #ALMA13 and brush up on previous ALMA highlights to answer the Flashback questions.


Submit your quizzes, post your answers, and win the VIP Sweepstakes prize – a trip for 2 to the 2013 NCLR ALMA Awards. We’ll announce the winner on the ALMA Facebook and Twitter pages!


We additionally encourage college and Greek groups to participate! The winner of the Latino Greek challenge will win bragging rights, placement on the cover photo of the ALMA Facebook page for 2 weeks following the show, a button on the front page of the ALMA website for 2 weeks following the show, 4 general tickets to the show for their membership and 4 free full registrations to the 2014 NCLR Annual Conference in Los Angeles.


A total of 9 questions will be asked over the course of 5 weeks, so there are plenty of chances to enter. The contest officially begins this Saturday, August 24, 2013. Will you be ready?


For more information on how to register your organization, contact Grace Kaiser at




Facebook: NCLRALMAAwards

Twitter: @ALMAawards

Instagram: @almaawards






Show off Your Style – Enter to be the 2013 Red Carpet Fashion Correspondent!

2012 ALMA Awards Fashion Correspondent Brittany Valadez and ALMA winner Diego Boneta on the red carpet.


From the red carpet to the stage, stars at the ALMA Awards dazzle in breathtaking gowns and sharp tuxes. We were inspired by ALMA fashion to create this space to highlight the great style exemplified by many Latino entertainers. Keep up with this section of the ALMA website to read about what’s hot, what’s trending and what designers and stars might just contribute to the 2013 ALMA Awards’ best dressed list.


Don’t just keep up with the latest trends, help set them! Enter this year’s ALMA Red Carpet Fashion Correspondent contest and you could be reporting live from the red carpet!


Back by popular demand, NCLR is giving one lucky winner the chance to attend the 2013 ALMA Awards as the ALMA Red Carpet Fashion Correspondent. YOU could be the one to tell viewers who’s hot on the Red Carpet! In return for your fashion expertise you will receive:


  • One general show ticket
  • One night hotel stay
  • One domestic round trip flight to Los Angeles
  • One Press Pass to gain access to the Red Carpet

If you think you have what it takes, submit the following by 11:59 PM EDT on August 25th:


  1. Record and post a video no longer than 2 minutes on YouTube of yourself auditioning to be the ALMA Red Carpet Correspondent
  2. Email with: 
  • An appropriate photo of yourself
  • Your Name
  • Age
  • Phone Number
  • Email Address
  • Mailing Address
  • Link to your YouTube video
  • A short composition (500 word maximum) explaining why you’re the next ALMA Red Carpet Fashion Correspondent


From the ALMAs to Articulista: My journey to becoming a red carpet correspondent


By: Brittany Valadez


I’ll never forget the call that changed my life.  Strolling down the women’s shoe aisle in Target (typical, for an aspiring fashionista), my phone began to ring. I didn’t recognize the number, but picked up anyways. “Hello?” I said casually, examining a bright purple pump. “Hi!” a voice chirped brightly on the other end of the line. “This is the National Council of La Raza – we’re calling to let you know you’ve been selected as a finalist in our search for a fashion correspondent at the 2012 ALMA Awards. Congratulations!”  


I could barely breathe! Would I be able to answer a few follow-up questions, the voice asked? Yes. Was now a good time? Of course! Although I was the one answering questions over the next few minutes, I couldn’t help have a few of my own pop into my head: Am I speaking too fast? Am I rambling? Am I sabotaging my chance at becoming ALMA’s inaugural fashion correspondent? I was completely nervous! I knew I wanted this opportunity more than anything in the world.


A couple days later, my phone rang again. A number not listed in my contacts flashed across the screen. I answered and suddenly, it was as if all of my dreams had come true. I could barely contain my excitement as I heard the life-changing words echo across the phone: “Congratulations! You’ve officially been selected as the fashion correspondent for the 2012 NCLR ALMA Awards.”


The next few weeks were a whirlwind. I went dress shopping with my mom, carefully choosing a beautiful, floor-length, lavender gown as my ensemble for the event. Of course, to give it that little something extra, my mom hand-stitched rhinestones to the bodice. What can I say? Fashion is in the family! Before I knew it, I was boarding a 6 AM flight to Los Angeles.


The day of the Awards, I felt an unimaginable joy. As I scrambled around my exquisite room at Pasadena’s Langham Hotel getting final touches to my hair and makeup, all I could think about was what I was about to experience at my first-ever awards show.  ALMA was not only the first awards show I would attend; it was the only event other than prom where dress was black tie. I felt like a princess.


When I arrived on the red carpet, my dreamlike fairytale became reality. I felt right at home interviewing celebrities from Eva Longoria and Tyler Posey, to Diego Boneta and a host of recent Olympians. There were stars everywhere, and I was so inspired to see each of them supporting Hispanic heritage. I knew then that I wanted to pursue this work professionally.


One year later, my whole life is different. A correspondent for both Latina Magazine and Hollyscoop, I get to live out my dreams every day. My experience at the ALMA Awards was just the platform I needed to launch my career. Thanks to NCLR, I was given a chance to shine. Thanks to God’s grace and mercy, I found my calling. And while I know a lot can change in a short amount of time, I hope to continue down this road to success for many years to come…and if that road is a red-carpeted one, all the better!


Thank you NCLR, from the bottom of my heart.




Since attending the 2012 NCLR ALMA Awards, Brittany Valadez has covered Nickelodeon’s Kid’s Choice Awards, the MTV Movie Awards, the Do Something Awards, and “The Voice” red carpets. She attended FOX’s Teen Choice Awards this past Sunday, and will cover “The X Factor” in the Fall. Brittany currently works as a correspondent for both Latina Magazine and Hollyscoop.






AMPAS Produces Results After Meeting with NLMC

Record number of Latino and Latina artists invited to become members of The Academy of Motion Picture Arts and Sciences, thanks to work of former Congressman Esteban Torres and the National Latino Media Council. NCLR salutes progress in making Hollywood’s top honors more reflective of nation’s growing diversity.




June 28, 2013

Inez Gonzalez
(213) 718-0740


AMPAS Produces Results After Meeting with NLMC


Pasadena, CA - Today, the Academy of Motion Picture Arts and Sciences announced they have extended invitations to 22 Latino members to join the Academy. In the actors category the following Latino members were included: Miriam Colon, Rosario Dawson, Jennifer Lopez, Alma Martinez, Michael Peña, Geno Silva, and Danny Trejo. The Academy extended an invitation to a total of 276 artists and executives in various categories. 


Congressman Esteban Torres (Ret.), Chairman of the National Latino Media Council (NLMC) stated, "We applaud the actions by the Academy, and look forward to continue to work with them in the future."


In April of this year, members of NLMC, led by Congressman Esteban Torres (Ret.), met with representatives of the Academy of Motion Picture Arts and Sciences to discuss ways in which to increase Latino representation amongst members of the Academy. The meeting was held after an outcry from the Latino community arose regarding Lupe Ontiveros' exclusion from the Oscars' 'In Memoriam' segment of the broadcast, and a desire to discuss their concern about the lack of diversity in the Academy's membership.


Alma Martinez, Actor, who was among the 22 Latino invitees announced today stated, "I can't remember a time in our recent history where there has been so much Latino political activism occurring simultaneously across so many fields and across the country. I received a letter inviting me to become a member of the Academy of Motion Pictures Arts & Sciences. To say I am elated is an understatement." 


In today's release from the Academy of Motion Picture Arts and Sciences, Academy President Hawk Koch stated, "These individuals are among the best filmmakers working in the industry today. Their talent and creativity have captured the imagination of audiences worldwide, and I am proud to welcome each of them to the Academy."


Below is a list of the 22 Latinos included:

Miriam Colon – "City of Hope," "Scarface"
Rosario Dawson – "Rent," "Frank Miller's Sin City"
Jennifer Lopez – "What to Expect When You're Expecting," "Selena"
Alma Martinez – "Born in East L.A.," "Under Fire"
Michael Peña – "End of Watch," "Crash"
Geno Silva – "Mulholland Drive," "Amistad"
Danny Trejo – "Machete," "Heat"


Checco Varese – "Girl in Progress," "The Aura"


Costume Designers
Paco Delgado – "Les Misérables," "Biutiful"


Pablo Larraín – "No," "Tony Manero"


Rebecca Cammisa – "God Is the Bigger Elvis," "Which Way Home"
Eduardo Coutinho – "As Canções," "Cabra Marcado Para Morrer (Twenty Years Later)"
Patricio Guzmán – "Nostalgia for the Light," "The Battle of Chile"
José Padilha – "Secrets of the Tribe," "Bus 174 (Ônibus 174)"
Renee Tajima-Pena – "Who Killed Vincent Chin?," "My America (Or Honk If You Love Buddha)"


Makeup Artists and Hairstylists
Luisa Abel – "The Dark Knight Rises," "Inception"
Kim Santantonio – "Gangster Squad," "Frost/Nixon"


Victoria Alonso
Mindy Marin


Cliff Martinez – "Drive," "Traffic"


Jose Antonio Garcia – "Argo," "Babel"
Edward J. Hernandez – "Real Steel," "Basic Instinct"


To view the announcement and full list of invitees from the Academy of Motion Picture Arts and Sciences, click here.






















About NLMC 
Created in 1999, the National Latino Media Council (NLMC) is comprised of the 15 largest Latino civil rights and advocacy organizations dedicated to increasing Latino employment in the media industry, at all levels both in front and behind the camera, do away with negative stereotypes, and advocate for media policy that benefits the Latino community. NLMC is also the group that signed Memoranda of Understanding with ABC, CBS, NBC, and Fox therefore increasing the employment ranks of Latinos and other people of color at all four networks. The Coalition is chaired by former Congressman Esteban Torres with the National Hispanic Media Coalition (NHMC) acting as its secretariat. Learn more at

Shakira Brings Her Unique Blend of Sweet and Sassy to ‘The Voice’


By: Adriane Lopez


NBC’s singing competition ‘The Voice’ has won over millions of viewers, finishing the May 20-26 week ranking #9 among primetime programs across the network television demographics. Most recently, it hit a year-long high of a whopping 14.4 million viewers.


With the addition of Shakira to the judging panel this season, she brings her unique blend of sweet and sassy to the table. Throughout the competition, she has proven herself to be charismatic, expressive and perceptive. She actively engages with all of the individuals on her team, patiently coaching them.


Shakira’s team consisted of 12 singers from across the country and has been cut down to now one flourishing artist. In regards to eliminating people from her team, Shakira told Today that “…the guilt is overwhelming. Last night, for example, I couldn't sleep very well. I had one of my artists in my mind the whole night because I had to let him go.” This reflects the affection with which Shakira treats her team.


Shakira’s approach to coaching consists primarily of openly and honestly critiquing the competitors, all to allow them to hone their skills. Shakira’s energy and enthusiasm shines through when she talks to her team members, and it makes her an invaluable asset to the judging panel. She has been a true role model for aspiring young Latina singers, and her coaching has undoubtedly helped them to fulfill their dreams.


What are your thoughts on Shakira’s contributions to “The Voice” this season? Let us know HERE and you could win an ALMA Prize Package!





New Documentary Explores the Secret Life of Loreta Velazquez —

Cuban immigrant, Confederate Soldier turned Union Spy



Shrouded in mystery and long the subject of debate, the amazing story of Loreta Velazquez is one of the Civil War’s most gripping forgotten narratives. While the U.S. military may have recently lifted the ban on women in combat, Loreta Janeta  Velazquez, a Cuban immigrant from New Orleans, was fighting in battle 150 years ago ― one of the estimated 1000 women who secretly served as soldiers during the American Civil War. Who was she? Why did she fight? And what made her so dangerous that she has been virtually erased from history? Directed by María Agui Carter, REBEL premieres as a special presentation of the Latino Public Broadcasting series VOCES ON PBS, airing nationally on PBS on Friday, May 24, 2013 at 10:00 p.m. ET (check local listings).


Deftly weaving lushly dramatized scenes of Loreta’s riveting tale with historical commentary and archival material, REBEL explores the story of a complex woman, a myth and the politics of national memory. The story of a wealthy Cuban planter’s daughter sent to New Orleans in 1849, REBEL chronicles Loreta’s rebellious relationship with her traditional family and her early marriage to an American soldier known only as William. After the devastating sudden death of William and her three young children, Loreta turned her grief into transformation. She embarked on a new secret life, disguising herself as a man and, under the name of Harry T. Buford, served first as a soldier in the Confederate Army and later as a Union spy. 


Bonus videos and learning tools for teachers are available on and you can visit and like to hear about theatrical screenings in your area.


* * *

REBEL is a co-production of Iguana Films, L.L.C. and the Independent Television Service (ITVS), in association with WPBT2/Miami and Latino Public Broadcasting with funding provided by the Corporation for Public Broadcasting (CPB).


Contact CaraMar Publicity:

Mary Lugo                  770-623-8190   


For downloadable images, visit

A Piece by Eva Longoria: There’s No Such Thing as a Wasted Opportunity

Photo Courtesy of Lifetime.


This post is in response to Tanisha L. Ramirez's Huffington Post blog, "Eva Longoria's Devious Maids Is a Wasted Opportunity."


There is no such thing as a wasted opportunity. In the world of television, the palette of content is colored with many ethnicities, races, classes, and genders. Television is a landscape that is planted with a world of stories that prove to be entertaining, saddening, uplifting and even sometimes life-changing.


When Marc Cherry decided to write a show titled Desperate Housewives, most networks passed because they thought the title might "alienate" women. ABC decided to take the risk, because they saw the potential in a show that reflected the modern day woman's view on universal themes such as marriage, child rearing, friendship, and hardships. ABC saw past the title and knew their audience would too.


We learned a great lesson in this; if you judge a book by its cover, you might miss out on a great novel.


Marc Cherry's new show, Devious Maids, seems to be causing the same doubts by people who haven't seen the content.


There have been some valid points made by certain bloggers who have stated that television needs more diversity to accurately reflect the changing landscape of America. I agree. We definitely need more diversity on television.


Devious Maids is a show that centers on five (count 'em), five Latinas who are bonded together by their jobs, their ambitions, their dreams and their life struggles. The five women are maids by occupation only; it is what they do, not who they are.


Are maids a realistic reflection of Latinas in America today??


Yes, but they are not a reflection of every Latina.


Stereotypes are constructed and perpetuated by those who believe in them. I choose not to. As an executive producer, I choose to break the cycle of ignorance by bringing to light something we have not seen before, a deeper, more complex side to the women who live beyond the box that some choose to put them in. The only way to break a stereotype is to not ignore it. The stereotype we are grappling with here is that as Latinas, all we are is maids. And yet, this is a show that deconstructs the stereotype by showing us that maids are so much more.


Carmen (Roselyn Sanchez) is an aspiring singer who hopes to get a big break by working for a famous pop star. Zoila (Judy Reyes) is a worried mother who only wants the best for her daughter Valentina (Edy Ganem). Rosie (Dania Ramirez) is a woman who is struggling to bring her son to the United States and works to pay for an immigration lawyer. Marisol (Ana Ortiz) is woman who goes undercover to learn the truth about a murder.


I take pride in the fact that this is the first show to feature an all-Latina lead cast. I take pride in the fact that these characters are not one-dimensional or limited to their job title. As the minority becomes the majority and the United States becomes more diverse, it is important that the protagonists on television embody this diversity. However, television is a business. If we don't support shows that have diverse content, we won't see shows with diverse content! They will simply go away and the hurdles to make the next show with diversity will be even more challenging.


Are Latinas teachers, and doctors and lawyers in America today? Yes. Should their stories be told as well? Absolutely. But, this show is called Devious Maids, not "Latinas in America." Isn't it "shortsighted" to say we can only tell the stories of what others deem "successful?" Isn't it "shortsighted" to think that "success" is only measured in social status, monetary gain, or job position? Are we saying maids are not "successful" because we perceive them to be at the bottom of the socioeconomic scale? What about the maid who raised a doctor or the maid who raised the mayor of San Antonio? Isn't that "success" by definition? However you define it, domestic workers are an integral part of the American fabric. They raise our children, they clean our homes, they wash our dirty laundry, and contribute to the world around us.


Devious Maids will captivate and entertain us in a dramatic and funny way. We will laugh with them, cry with them, and learn from them. I applaud Marc Cherry for writing these complex, female characters. I applaud our actresses for taking on the roles to counter stereotypes. I applaud Lifetime for believing that our community has stories to be told and letting us tell them. And once the audience watches the show, I know they will applaud too.


Devious Maids is not a wasted opportunity; it would be a missed opportunity if we didn't tell the stories that haven't been told.


Eva Longoria runs UnbeliEVAable Entertainment which produces television content. She currently has a show in development titled "Vega v. Vega" which is a true story about a mother/daughter Latina run law firm. She also is executive producer for the ALMA Awards and her second documentary about farm workers titled "Food Chain" with an expected 2013 release date.



As posted on Huffington Post on 05/07/2013.



What do YOU think, ALMA fans?

Tell us what your thoughts are on Devious Maids here.






Filly Brown actor Lou Diamond Phillips answers your questions!

Lou Diamond Phillips as Jose Tonorio in "Filly Brown", in theaters now!



You played Ritchie Valens in La Bamba. Did you give Gina Rodriguez any advice on playing an aspiring singer/rapper? And did you see any commonalities between Valens and Majo?

While there are many similarities, there are significant differences in Ritchie's and Majo's experiences, most notably, style of music, different eras, certainly a different environment that they grew up in.  The world changed a lot in the 60 something years that separates them.  That said, they are both young people with a dream and a fierce belief in themselves, supported by strong familial connections.  Their music is inspired by their cultural and societal influences.  But no matter what the external variables were or are, I simply told Gina to bring her own heart and fire to the performance.  My personal epiphany was that my own personal dreams and goals were very much like Ritchie's and I knew that Gina could certainly relate to Majo's journey and simply put herself into those shoes.



What inspires you to do what you do?

I fell in love with acting at an early age along with a healthy respect for all of the artistic disciplines like literature, music and dance.  I draw inspiration from the artistic process and am often inspired by other artists.  Oftentimes, I consider what I do to be more than just acting, although that is my first love.  Those of us who have chosen to make this our life's work can often be considered storytellers or communicators and, given the different forms of entertainment out there, find many ways to express our creativity.  Beyond my own personal drive, my family keeps me striving for excellence and gives me a standard not only for my work, but how I try to live my life.



What life lessons can viewers, especially Latinos, extract from Filly Brown?

While I don't think Filly Brown set out to be a 'message' movie, there are certainly a lot of lessons that can be taken from it.  Belief in yourself.  The desire to find your own voice and your purpose in life.  The right to take your place in society (no matter what your ethnicity) and earn your piece of the American Dream.  The importance of family and a support system that strengthens you.  A lot of these things are emblematic of second generation Americans and certainly part of the Latino experience.  But the overall themes are very much a part of the American fabric, which is why I believe that, like La Bamba and Stand and Deliver, Filly Brown tells a universal story that everyone can relate to, no matter your cultural influences.



How does the cast of the movie feel about the great impact Latinos are making in Hollywood?

Especially for people like Edward James Olmos and myself, it was important to pass the torch to a younger generation, and seeing the incredibly talented cast of young people led by Gina Rodriguez, there is much hope for the future.  While things have gotten better since we made Stand and Deliver, there is still a long way to go.  We are seeing more opportunities in Hollywood and certainly more talented performers coming up who are pursuing those opportunities, but you still have to convince a lot of people in power who refuse to think outside the box.  Commercial success is really the only language they speak so we need the success of something like Filly Brown to inspire more young people to act, write, direct, sing, and do anything in the business that will increase the numbers of artists and projects out there that Hollywood will recognize as viable.  It's an ongoing battle.



If you could describe your character in Filly Brown in one word, what would it be and why?

Responsibility.  But that's a big word.  Jose behaves a certain way in the film because, as he says, 'I changed my life.'  He got his priorities straight and knew that he had to be strong and responsible because he had to raise his daughters alone.  That said, his strength made him stoic and he felt that the only way to be a rock was to be impenetrable.  He comes to accept his emotional responsibility as well and that, in my mind, is what makes him a truly great character.



Thank you to the cast of Filly Brown, and to our ALMA fans for your questions!


Edward James Olmos answers your Filly Brown questions!

Edward James Olmos plays Leandro in "Filly Brown", in theaters now!



Having been a part of the industry for some time, what major differences have you seen in the way the Latinos are treated in the industry? 
Nothing much has changed we are still not where we need to be. We are still only 2% of the images seen in film, but hopefully with movies like Filly Brown that will change.

What was it like not only working with, but receiving direction from your son in Filly Brown? 
It was wonderful he’s directed me once before. My son and Youseef Delara did a wonderful job on this film, I’m very proud of the work he’s done. It’s always fun to work with your family.

What inspires you to do what you do?
The love of the work and the privilege I have of living the life I have. It has been a dream and now I’ve been living this life for over 44 years.

What life lessons can viewers, especially Latinos, extract from Filly Brown?
A sense of understanding that our stories are rare but very poignant and that the family should always be united.

How does the cast of the movie feel about the great impact Latinos are making in Hollywood? 
We are all very proud of this work.  The future is brighter because a story like Filly Brown has arrived. We all feel very strong about his movie especially because there are so many amazing actors in it.

If you could describe your character in Filly Brown in one word, what would it be and why? 
Activist. I play the role of a lawyer that tries to help Filly Brown and the community.



Stay tuned for answers to your questions from Lou Diamond Phillips!



Filly Brown actress Gina Rodriguez answers your questions!

Gina Rodriguez stars as Majo Tonorio in "Filly Brown", in theaters now!



What advice would you give to young girls that aspire to become actresses?

My number one advice is get the best education you can get. You want to be an actress, respect the craft and those that came before you by getting a foundation in technique. The business is tough enough and when the industry goes against everything you may stand for, the one thing you have and that can never be taken away from you is your education! I feel so proud to say I studied at New York University-Tisch School of the Arts. I understand attending a big school that financially can feel out of your grasp may weigh down on you, but know there are people out there who can help, resources and loans to make your education dream a reality!


Do you identify with the challenges that Filly Brown goes through getting into the entertainment industry?

Sadly, yes.  Filly Brown goes through many challenges and difficult decision making and when they are founded on lies they do not hold up. So it is important to me to practice that lesson by sticking to truth and morality in an industry that can at times be convoluted by falsities.


Does the remarkable Gina Rodriguez rap in real life? And if so, will there be a soundtrack available as well?

Hahaha I love "the remarkable Gina Rodriguez". Truly making this Puerto Rican blush. I do rap.  The greatest gift Filly Brown gave me besides a new family was the art of rap/music.  I never did music prior but you best believe I do now and music will soon hit your ears!


What inspires you to do what you do?

The idea that I can do what I love every day, and be a contributing factor to the positive portrayal and advancement of my people.  I am inspired at the opportunity to be a role model for others who I share similar stories with, and create emotions and perspective in those I do not. I am inspired by the beauty of change and creating empowerment in others.


What life lessons can viewers, especially Latinos, extract from Filly Brown?

The truth is that the life lessons are universal. They don't affect any ethnic group more than the next. Filly Brown could be African American, Asian American, Caucasian, anyone that understands what it’s like to fight for your dreams, family and one’s happiness can relate.  But what Filly Brown does do for Latinos is it gives us an opportunity to have a film with a universal tale that just so happens to be told from the Latino American perspective.  If Filly Brown succeeds it will be that much easier for the next Latino film to be green-lit, supported and made, and if it does well then Hollywood will take notice.  The kind of notice Latinos deserve!


How does the cast of the movie feel about the great impact Latinos are making in Hollywood?

I feel so blessed to be seeing the slow transition of Latinos in Hollywood started by our predecessors. Actors like Rita Moreno, Edward James Olmos and Lupe Ontiveros who paved waves for Latinos.  We now carry a responsibility to continue the fight to creating a place for Latinos in Hollywood. Filly Brown, I pray, can contribute to that movement in creating positive role models in our culture.


If you could describe your character in Filly Brown in one word, what would it be and why?

Fearless.  Because it's the only way to live.