By Laura Anne Bird | Photo by Hillary Schave
Lupita Montoto has been a Madison media presence for more than 24 years. She and her husband, Luis, cofounded La Movida Radio in 2000 out of a small station in Poynette. La Movida initially started as a weekend radio program but within two years, the duo were able to launch a full-time, Spanish-speaking station.
In 2002, the Montotos partnered with Mid-West Family Madison, which owns the frequency, to expand La Movida’s reach.
Montoto, who’s also an on-air personality and marketing consultant for La Movida (found on 94.5 FM/1480 AM), talked to us about her experience founding South Central Wisconsin’s only Spanish-speaking radio station.
What was it like to go live for the first time?
I was barely out of college when I moved to Wisconsin. I had a business degree but had never worked in radio, so I felt most comfortable behind the scenes. One day Luis tricked me into being on air. He took a break and told me to sit there; if the song ended, I should just turn on the microphone and talk. That was all it took! I knew I wanted my own show.
Describe a typical day at La Movida.
Luis has a morning show, and then I host “El Debate,” where I welcome guests and community leaders and invite listeners to call in with questions. We play music from 10 a.m. to 1 p.m., and then my show “A Todo Ritmo con Lupita Montoto” is on, where I highlight the community calendar and give weather and traffic reports.
In my “De Mujer a Mujer” segment, I discuss the challenges and experiences of being a successful Latina woman. We finish off the day with more music.
How does La Movida engage the Latino community during election periods — like now?
We have a big role in educating listeners on the voting process and what to expect with each election. Also, we welcome candidates of all parties to “El Debate” so they can share their policies and platforms. We never tell people how to vote; we only help to inform them.
What is one of the biggest challenges you’ve faced at La Movida?
No one wanted to give Luis and me the opportunity to start a Spanish radio program. He went through a phone book to identify all the local stations, and the phone calls began.
How does the station make money?
Advertising and events are our biggest revenue generators. As our digital footprint continues to grow, we are able to offer business partners more than just radio spots.
How does La Movida respond to the growing number of streaming services and podcasts available?
We evolve as the media evolves. We have our own app that streams programming, and we also have a podcast and strong social media presence.
What is the “secret sauce” to La Movida’s success?
“The Spanish-speaking population in the Madison area has gotten more diverse … so La Movida is growing and changing, too. After 24 years, we have multiple generations of listeners. Some of the kids who listened early on are guests on our show and even our advertising clients.”
Read more from our September/October 2024 cover story “Success Stories” here.
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