As a radio personality, TV talent-show judge and awards show producer, Garza has long been a tastemaker in the world of regional Mexican music. Now he’s focused on content shareable on social media to draw younger fans. His YouTube program, Pepe’s Office, has gained nearly 679,000 subscribers since Garza began featuring interviews with the rising young stars of the genre. He’s aiming for 1 million subscribers by June, when the show will mark its second anniversary.

Garza already is a multimedia star in the regional Mexican music world, which is the most popular radio format in the United States among Latino listeners, according to Nielsen. He’s the program director of FM station KBUE (Que Buena) Los Angeles and oversees Don Cheto Al Aire, the outlet’s popular morning show. He’s a judge on Tengo Talento, Mucho Talento on the national Estrella TV network. And he’s the creator of the Premios de la Radio awards show, which celebrates the achievements of the regional Mexican industry.

Last September, Garza began the 17th season of Tengo Talento, Mucho Talento. His success has helped fuel the rise of Liberman, the largest privately held, minority-owned Spanish-language broadcaster in the United States.