#53 Jose Herrera: From Guadalajara to San Jose — Corazón Musical, MiO Productions & Adco Outdoors

Jose Herrera is a creative force whose journey spans cultures, industries, and decades of storytelling. Born in Eureka, California, raised in Guadalajara, Mexico, and later building his career in San Jose, Jose embodies the spirit of bridging worlds. From his early days producing at Telemundo, Univision, and CBS, to founding MiO Productions, he has spent over 25 years telling powerful stories through video, events, and digital media.

In this episode, Jose shares the fascinating story of Corazón Musical: Escúchalo en tu Corazón, the groundbreaking TV production that celebrated Latino music and culture. What began as a bold idea scribbled on a napkin grew into a show that outperformed corporate competitors like Telemundo in ratings. Jose reveals how the concept was inspired by Guadalajara’s vibrant nightlife and his vision of showcasing positivity, community events, and music—without politics or negativity. Corazón Musical became more than entertainment; it became a cultural bridge between Mexico and the Latino community in California.

Jose also takes us behind the scenes of MiO Productions, a company that started with just two people and grew into a full creative studio offering video, web, audio, print, and event production. He explains how understanding nostalgia—the flavors, sounds, and traditions people miss when far from home—allowed him to connect with audiences in deeply personal ways. From commercials that became local sensations to events that captured cultural pride, Jose shows how blending heritage with creativity can transform storytelling.

But his journey didn’t stop there. Today, Jose is also driving innovation at Adco Outdoor, a billboard company with over 60 years of history. He describes the challenges of entering an industry dominated by family-run traditions, the resistance to change, and how he brought “new blood” and fresh strategies to revitalize the business. From learning the nuances of outdoor advertising to navigating delicate family dynamics, Jose offers candid insights into what it takes to succeed in a “boring” business that is anything but boring once you’re inside it.

Along the way, we dive into rich cultural anecdotes—from tortas ahogadas and pajaretes to mariachi traditions and the competitive spirit of Guadalajara, a city known for setting the cultural tone for the rest of Mexico. Jose reflects on the culture shock of moving to the U.S., the discrimination he faced simply because of his name, and the resilience it took to reclaim his identity and prove himself as a professional in a new environment.

If you’re interested in media, entrepreneurship, or the power of cultural roots in shaping business success, this conversation will inspire you to embrace your own journey and create opportunities where others see obstacles.

About Jose Bernardo Herrera:

- https://vimeo.com/user11323801

- https://mioproductions.com/

- https://adco-outdoor.com/

About Federico Ramallo ✨👨‍💻🌎

🚀 Software Engineering Manager | 🛠 Founder of DensityLabs.io & PreVetted.ai | 🤝 Connecting 🇺🇸 U.S. teams with top nearshore 🌎 LATAM engineers

- 💼 https://www.linkedin.com/in/framallo/

- 🌐 https://densitylabs.io

- ✅ https://prevetted.ai

🎙 PreVetted Podcast 🎧📡

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00:00 Introduction to Jose Herrera and Corazón Musical

01:30 The Birth of Corazón Musical

07:49 Cultural Significance of Guadalajara

17:12 The Impact of YouTube on Broadcasting

20:11 Nostalgia and Cultural Identity

27:37 Challenges of Cultural Adaptation in Business

27:57 The Quest for Authentic Ingredients

29:38 Cultural Adaptation and Identity

33:32 Navigating Discrimination and Stereotypes

36:18 The Billboard Business Opportunity

40:44 Adapting to New Business Challenges

45:47 Leadership and Team Dynamics