MediaCo Holding Inc. has launched Sigma Audio Networks LLC as a multicultural audio advertising network.

MediaCo describes the network as a “multicultural audio network designed to modernize national radio buying for advertisers and agencies. Built around audiences, Sigma provides scalable, data-driven access to culturally influential consumers across radio and digital audio. The network delivers simplified buying and national reach—bringing multicultural audio into the modern media era” through its brands including WBLS-FM, HOT97, the Estrella Network, Que Buena Los Angeles, and the Don Cheto Radio Network.

Sigma Audio President/CEO Elisa Torres commented, “Sigma Audio was built to be the voice of Hispanic, Black, Asian American and bicultural audiences. Together with MediaCo, we will optimize our reach and grow with national scale and culturally-rooted programming, supporting our creators who inform, entertain and shape our communities. Sigma Audio was created to make multicultural audio buying simpler, more scalable, and aligned with how brands and agencies operate today.”

MediaCo Chief Revenue Officer Brian Fisher said, “We are thrilled to collaborate with Elisa and her team on the launch of Sigma Audio. Elisa and her operations leadership have spent decades building, expanding and operating some of the most successful audio networks in the country. The foundation of Sigma Audio is built on the successful results of years of hands-on experience, deep operational knowledge, cultural expertise and a clear understanding of what it takes to build audio platforms that perform at national scale.”

MediaCo President/CEO Albert Rodriguez followed, “This network is being built on MediaCo’s deep and growing roster of talent and content, as well as our foundation of operational excellence. Sigma Audio Networks expands and builds on our platform, giving advertisers a smarter way to activate multicultural audio at scale.”