From the First Latino Blog in 1997 to the Future of the Creator Economy: George Torres, Urban Jibaro
What does it take to build a 30-year career in tech, media, and social media before anyone else in your community even knew those were careers? Ask George Torres — the Urban Jibaro.
In this episode of Black & Blanco Uptown Voices, Led Black and Octavio Blanco sit down with George Torres, a true Latino pioneer in the digital space. George created the first Latino blog on the internet in 1997 — before social media, before smartphones, before most people had a computer at home. Three decades later, he's still ahead of everyone.
This conversation is essential listening for creators, entrepreneurs, podcasters, and anyone building a personal brand in the digital age.
🖥️ THE FIRST LATINO BLOG (1997) — George built Sofrito for Your Soul on GeoCities and grew it into an international audience before most people had internet at home.
🏷️ PERSONAL BRANDING — He's worked with Lin-Manuel Miranda, HBO, Disney, CNN, JetBlue, Fat Joe, Angie Martinez, John Leguizamo, Hot 97, and Univision. Most people don't know it. He breaks down why staying humble is leaving money on the table.
📱 THE FUTURE OF THE CREATOR ECONOMY — Big corporations are outsourcing. Individual creators are filling the gap. George explains what that means for anyone building right now.
💰 KNOW YOUR WORTH — The story of running a Twitter campaign for Top Five and discovering he was charging 10 times less than the actual budget.
🏥 THE HOSPITAL BED CAMPAIGN — Hired as a COVID spokesperson, George tested positive before launch. He ran the campaign from a hospital bed, brought in Fat Joe, DJ Khaled, Angie Martinez & Led Black — and won a Telly Award in eight weeks.
🧠 MENTAL HEALTH IS YOUR BUSINESS PLAN — Siembra Connect puts mental health, community, and mutual aid at the center of the creator economy.
📌 siembraconnect.com | @siembraconnect on Instagram and Threads
⏱️ CHAPTERS
00:00 Mental Health, Creator Burnout & Siembra Connect Intro
01:15 Welcome: George Torres, the Urban Jibaro
02:02 How Octavio, Led & George Have Always Moved Together
03:34 The Howard Beach Bias Incident of 1986
05:50 Meeting Richie Perez & the Young Lords
06:56 What Is a Jibaro? Brooklyn Meets Puerto Rican Roots
08:23 The First Latino Blog on the Internet (1997)
10:12 GeoCities, Sofrito for Your Soul & Going International
12:29 The Nassau County Museum of Art & Latino Masters Expo
13:58 How George Started Building Websites to Keep the Lights On
15:16 MiGente.com & the Rise of Latino Social Media
34:02 What's Next for Social Media & the Creator Economy
36:09 Why Uptown Collective's Framework Could Work Anywhere
37:29 The Top Five Twitter Party & the $500 vs $5,000 Lesson
40:20 Speed, Reputation & Being the A-Team of Social Media
41:35 Running a Telly Award Campaign From a COVID Hospital Bed
44:05 Fat Joe, DJ Khaled, Angie Martinez & Latinos Out Loud
45:06 Claiming Your Genius: Stop Letting Others Hold Your Awards
47:37 Personal Branding, Latino Identity & the Politics of Self
48:33 The Projects Nobody Knows: UN, HBO, Disney, JetBlue & More
51:27 The Charlamagne Lesson: Don't Lose Your Community Chasing Bigger
53:08 LinkedIn, Photo Ops & Why You Have to Talk About Yourself
55:00 Brands, Politics & Why Your Business Is Not a Megaphone
59:39 The My Pillow Warning: When Politics Destroys a Brand
01:04:18 COVID Backlash, Remdesivir & Speaking Up Anyway
01:06:52 Respecting Your Community With Real Health Information
01:09:42 Creator Isolation & How Siembra Connect Breaks Through It
01:10:33 The Convite: A Community Gathering for Creators
01:13:49 Siembra Connect: Teaching From Experience, Not From a Guru
01:14:35 George's Offer: A Fireside Chat in Washington Heights
01:15:11 How to Find George Torres & Siembra Connect
01:15:35 Closing: Community Is More Than Business
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