The new radio format dubbed "hurban" may seem like it is merely another attempt to profit off of the tastes of a particular ethnic group that has a preference for a given type of music, but this is not the case.
These pan-Latin radio stations are embracing reggaeton, hip hop and dancehall music, which largely comprise and explicate hurban thoughts and ideas through their lyrics and styles.
Clear Channel Communications, a major broadcasting company, announced in fall 2004 that it was transforming 20 to 25 of its 1,200 stations to Hispanic formats over the subsequent 18 months.
Tension between musical genres may also exist in subtle commercial competitions such as these with the potential to affect an individual's prejudices that tend to develop in a multi-racial and multi-cultural America.
Hurban radio stations may provide the means for the pan-Latino population to develop a sense of communication within the community that will reverberate in America and abroad.