#USA #New York #NEED PASTEL #Ugly Primo #Adrián Hernández

The Relaunch of NEED PASTEL x Ugly Primo: A New Dawn for Hispanic Cultural Publishing

On October 6, 2025, Relevant+, a key player in independent cultural media focused on Hispanic audiences in the U.S., revealed an exciting new chapter for NEED PASTEL in collaboration with Adrián Hernández. This notable relaunch repositions NEED PASTEL x Ugly Primo as an innovative publisher tailored for the tastes and needs of Gen Z and millennial Hispanic audiences.

This transformation is spearheaded by Adrián Hernández, who gained notoriety for his artistic contributions to Bad Bunny's critically acclaimed album, Un Verano Sin Ti. The initiative aims to reinvent this popular meme platform into a comprehensive cultural brand. The merger of Hernández's creative agency, Need Pastel, with this new media platform is aimed at creating a holistic approach to cultural storytelling. By synthesizing agency-level strategic insights with the art of storytelling, NEED PASTEL seeks to leave a lasting impact on brands and audiences.

Why This Matters

In a media landscape where Hispanic representation is inadequate, especially among the younger demographics, NEED PASTEL emerges as a necessary entity. Hispanic Gen Z and millennials are not only reshaping mainstream culture but also faced with a significant gap in representation within traditional media channels. With formats that resonate with how these demographics consume and share culture—memes, music, creator feature stories, and lifestyle articles—NEED PASTEL creates a cultural sanctuary that celebrates and amplifies these voices.

As noted by Jonathan Patton, the CEO of Relevant+, “Adrián has built more than just a platform; he's cultivated trust with an audience that is pivotal in shaping cultural trajectories.” This partnership harnesses the strength of authentic voices while using data-driven strategies to ensure cultural relevance in brand collaborations.

What the Relaunch Offers

NEED PASTEL is structured around two fundamental branches: the agency, which continues to implement campaigns and creative strategies, and the newly defined publisher—NEED PASTEL x Ugly Primo. This latter division serves as a vibrant lifestyle media platform aimed squarely at Hispanic youth. Key offerings will include engaging digital productions such as docu-shorts, creator spotlights, festival coverage, conversational series, and shoppable storytelling formats.

For brands looking to connect with a culturally cognizant audience, NEED PASTEL presents strategic opportunities that leverage Relevant+’s first-party data insights. This strategic partnership allows brands to establish meaningful relationships rooted in authentic cultural contexts while achieving measurable impacts through branded content and sponsorship integrations.

Adrián Hernández emphasizes this philosophy, stating, “From memes to music, from creators to community, NEED PASTEL is about reflecting culture the way we actually live it.” The relaunch maintains the original voice that resonated with audiences from inception while expanding its reach and relevance.

The Cultural Moment

The timing of this initiative is particularly poignant, as brands face increasing demands for authentic engagement rather than mere superficial cultural connections. Recent data highlights that Hispanic Gen Z audiences exhibit a marked propensity to share branded content—double that of their non-Hispanic counterparts. Alarmingly, 70% of these young individuals express feelings of exclusion from traditional Hispanic media.

NEED PASTEL actively addresses this disconnect, presenting brands with a solution that already embodies cultural loyalty and attentiveness. This partnership promises to create a fertile ground for meaningful engagement and collaboration between brands and a loyal, culturally aware audience.

The significance of this relaunch will be elaborated on during a panel discussion at the Brand Innovators Marketing Leadership Summit, coinciding with Advertising Week New York on the same day.

To learn more about this innovative initiative and its implications for the future of cultural publishing, visit Relevant+.

About Relevant+

Relevant+ is at the forefront of cultural media, dedicated to bridging brands with real-life narratives. By focusing particularly on U.S. Hispanic Gen Z and millennials, Relevant+ cultivates connections through various storytelling mediums that encompass music, sports, lifestyle, and health. From digital to tangible experiences, they aim to help brands resonate authentically with a passionate audience.

About NEED PASTEL

Need Pastel identifies itself as a vigorous creative agency that specializes in weaving together culture, music, and storytelling. Renowned for fine-tuning the narratives of revolutionary artists and brands, the agency excels in creative direction, social strategy, and impactful marketing. By evolving into a next-gen cultural publisher, Need Pastel shifts beyond mere campaigns, curating narratives that echo authenticity and empower emerging voices while leaving a profound cultural legacy.