‘Creating a voice’: Radio station focuses on Hispanic community

GRAND RAPIDS, Mich. (WOOD) — For generations, radio has served as a voice for the community. In Grand Rapids’ Latino community, that voice is amplified at 93.3 on the FM dial.

It all started 20 years ago when Efrain Cano had a dream and wanted to create a radio station that would bring Hispanic music to the area and help spread resources to the Latino community.

“It’s creating a voice for people, for Hispanics where they can express themselves, where they can reach out for help,” Cano said.

He is behind the board every day at La Poderosa, the only Hispanic radio broadcast that reaches Michigan, Indiana and Wisconsin. He moved from Chicago to Grand Rapids 20 years ago and got to work learning the different software and creating La Poderosa.

“It was a dream that I had to come over to Michigan and open a station,” Cano said. “At the beginning, nobody knew the station. It was hard, but little by little, it’s been growing. They noticed that the Hispanic market is really important to the community and we became the bridge to that market.”

La Poderosa reaches thousands of people with 6,000 listeners every day online. Cano said his mission every time he goes on air is to give the Hispanic community a reminder of home and spread resources to those in need.

“Where people can tune in and feel that they’re at their country,” Cano said. “Memories of when they were there and have a place where they can express themselves. That I can help others, that’s my goal and I feel very proud of it.”

He said it’s been incredible not only seeing his business grow, but the Latino community grow as a whole.

“When I came here 20 years ago there was not many businesses. Hispanic business (has) grown a lot,” Cano said. “I’m very proud of the Hispanics that work here and how Michigan has grown and all the hardworking people that come here, not only to work in factories, they come to work in the fields. They’re up there being a part of our growing community.”

The station is working on getting its own app and you can tune into its broadcast on FM and AM radio, the Tune In App or live on its website .

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