Ad Age is marking Hispanic Heritage Month 2024 with our Honoring Creative Excellence package, in which members of the Hispanic community revisit pivotal projects or turning points in their careers. (Read the introduction and all the essays here.) Today, guest editor Daisy Exposito turns the spotlight to Ivette Rodriguez, president and founder of American Entertainment Marketing, who writes about her unlikely path to Hollywood—and empowering Latinos to navigate similar journeys as well.

In a world where storytelling possesses the profound ability to change hearts and minds, Hollywood has long been the arbiter of whose voices, stories and experiences are celebrated, seen and heard. My journey as a former music and film executive turned entrepreneur has consistently focused on amplifying the voices of the underrepresented. As the president of AEM (American Entertainment Marketing), a Latino marketing and PR firm I founded 28 years ago, I have dedicated my career to championing Latino stories and storytellers, addressing the barriers we face in the entertainment industry.

Raised in a working-class town in New Jersey, I didn’t have a background that naturally suggested a future in Hollywood. While my upbringing taught me the values of hard work and integrity, I was also hindered by systemic barriers. A pivotal moment came when my guidance counselor dismissed my college aspirations—an encounter that ignited my “why” and unknowingly fueled my dedication to fight for my Latino community.

Growing up, I was passionate about music, film and television, but it never crossed my mind that I could have a career in entertainment. I never saw anyone who looked like me or came from a similar background, so it wasn’t even a dream I dared to dream. Yet, in the 1980s, while attending school and working as a paralegal at a law firm, I stumbled into the music industry and never looked back.

A chance encounter with my roommate’s cousin led me to seize an opportunity. She mentioned a job interview at Arista Records, which she deemed beneath her, due to her college degree and the meager pay. I managed to secure an interview. The moment I walked into Arista Records and saw the platinum and gold records on the wall, I knew I had to get the job. At the end of my interview, I looked into the eyes of the woman who would become my greatest mentor and boldly stated, “Thank you for your time. I will take the job and can start on Monday.”

That moment marked the beginning of my career.

While I have worked for incredible companies and with incredible people in the music and film business, my experiences had a through line: Often, I was the only “other” in the room, enduring ignorant comments, feeling pigeonholed, not seen, undervalued or sidelined. However, I am grateful for these very experiences and challenges that propelled me to found my own company.

In 1997, with little more than gravitas and determination, I launched American Entertainment Marketing, which today is recognized as a leading multicultural firm. I chose this name deliberately to claim space for Latinos within the American narrative, emphasizing our contributions to society and the entertainment landscape. 

Through my agency, I aimed to reshape how Hollywood engages with Latino culture, pioneering one of the industry’s first PR firms focused on the Latino consumer, a demographic that has only grown in cultural and economic significance. Throughout my career, I have consistently fought against the stereotypes that threaten our community’s integrity and visibility.

In collaboration with the City of Los Angeles and Beatriz Acevedo, I co-founded La Collab, an initiative aimed at accelerating access for Latinos in entertainment. We are currently developing an AI-enabled platform to counter the narrative that Hollywood can’t find Latino talent. 

Along with Rosie Perez, I was the inaugural co-chair of the Latino Affinity Group at the Academy of Motion Picture Arts and Sciences and served on various diversity initiatives aiming to cultivate a more inclusive industry.

My dedication runs deeper than professional accomplishments; it is a mission to empower those who lack access and representation.

Ultimately, my career path is painted with strokes of resilience, community support and a fierce commitment to raising our voices. As I continue this journey, I invite others to join our platform to help build a future where Latino stories are seen, heard and celebrated.

Together, we can reshape the narrative and ensure that everyone feels like they belong.