The Salsa Project

Name

The Salsa Project

Legal name

The Salsa Project NYC

Website

https://thesalsaprojectnyc.com

Company type

Private

Founded year

2018

Operating status

Operating

Headcount range

1–10 employees

Ownership category

akta.pro rank

Product category

Cultural Events and Community Engagement

NAICS

Performing Arts, Spectator Sports, and Related Industries (711)

SIC

Services-Miscellaneous Amusement & Recreation (7990)

akta.pro primary industry

Dance Festivals & Dance Series (MPAGADAJ)

akta.pro secondary industry

Ballroom & Latin Dance Shows (MPAGADAE)

Keywords

• Live cultural events
• Music documentaries
• Branded apparel
• Music playlists
• Cultural merchandise

Headquarters

HQ city

Bronx

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2C

Offering type

Services

Cost components

Personnel, Operations, Marketing or Sales, Technology or R&D

Revenue model

1. Events and ticketing: Revenue from event ticket sales for salsa nights, anniversary celebrations, and cultural events hosted at venues like Con Sofrito in the Bronx.
2. Merchandise sales: Sale of branded merchandise including apparel, accessories, prints, and collaborative capsule collections through Shopify and Etsy storefronts.
3. Documentaries and content: Documentary production featuring salsa musicians and cultural figures, with potential for content licensing and streaming partnerships.
4. Sponsorships and partnerships: Brand partnerships with sponsors such as Bulleit Frontier Whiskey and merchandise collaborations generating sponsorship revenue.

Go-to-market motion3 records

Distribution channels3 records

Marketing channels6 records

Core offering

The Salsa Project is a multi-disciplinary cultural preservation movement that produces documentary films about salsa music, hosts community events and anniversary celebrations, sells branded merchandise through Shopify and Etsy storefronts, and curates themed Spotify playlists. Founded in 2018 in the Bronx, the organization combines content, events, and e-commerce to engage younger audiences with salsa music heritage.

Product overview

The Salsa Project is a multi-disciplinary movement focused on protecting, preserving, and ensuring Salsa music does not die amongst younger generations. The company operates as a unified cultural platform combining four core elements: documentaries (2018 & 2019 documentary films), community engagement events (annual celebrations, virtual events like El Cantante), merchandise (TSP Store, Mi Salsa Es Candela, Victor Roman Studios collaborations, and 5 Year Anniversary Capsule), and an online platform featuring curated Spotify playlists. Founded in 2018 by Brandon Espinosa, the organization serves as both a content producer and e-commerce brand, selling merchandise through Shopify and Etsy to fund its cultural mission.

Differentiator

Problem solved

Functional benefit

Brands

• El Condado De La Salsa: A beer can label collaboration inspired by the rich history of Salsa in the Bronx, paying homage to Salsa and its African, Puerto Rican and Cuban roots.
• Mi Salsa Es Candela
• TSP x Victor Roman Studios Caps
• 5 Year Anniversary Capsule

Products and services

• Salsa Documentaries (2018 & 2019) Documentary films exploring the history, culture, and preservation of Salsa music, featuring interviews with salsa musicians and community members from the Bronx salsa scene.
• Salsa Community Events In-person and virtual community engagement events celebrating salsa culture, including anniversary celebrations, virtual concerts honoring legendary salsa musicians, and cultural programming at venues like Con Sofrito in the Bronx.
• Mi Salsa Es Candela Holiday Collection Limited-edition holiday merchandise collection featuring original artwork from artist CLEOFUS, with designs that explore critical views of social and cultural issues rooted in salsa heritage.
• TSP x Victor Roman Studios Caps Limited release collaborative cap collection with Victor Roman Studios, featuring designs inspired by vintage salsa vinyl record covers that celebrate the visual and musical artistry of the salsa genre.
• 5 Year Anniversary Capsule Special anniversary merchandise collection designed in Puerto Rico and made in the Bronx, NY, marking five years of the organization's cultural preservation mission.
• Curated Salsa Spotify Playlists

Quantifiable outcome

• 5 years of continuous operation since 2018, reaching anniversary milestone
• +2 more outcomes

Named customers2 records

Segments2 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

Six partnerships are on record, tiered core and major.

• Con SofritocoreStrategic or Co-development Partner · 1 January 2023Venue partnership for the 5 Year Anniversary Party held November 11, 2023. Con Sofrito is described as located in the Bronx, NY.
• Bulleit Frontier WhiskeymajorGTM or Marketing Partner · 1 January 2021Sponsored the 'El Cantante: A Virtual Event' honoring Héctor Lavoe in 2021. This event was the first event of the year and paid homage to the legendary salsa singer.
• Victor Roman StudioscoreStrategic or Co-development Partner · 1 January 2021Collaborative limited-release merchandise capsule featuring vintage salsa vinyl-inspired cap designs. The partnership celebrates holiday season and salsa culture.
• CLEOFUScoreStrategic or Co-development Partner · 1 January 2021Colombian-born, New York-raised self-taught illustrator and fine arts graduate from SUNY Purchase. Created the 'Mi Salsa Es Candela' holiday collection merchandise featuring artwork inspired by salsa culture.
• On RunningmajorStrategic or Co-development Partner · 1 January 2021Partnership with On Running and designer Octavio Platón (Monsieur Saturday) to celebrate Hispanic Heritage Month. Created salsa-inspired graphics for community run event.
• CLEOFUScoreStrategic or Co-development Partner · 1 January 2021Artist collaboration for 'Mi Salsa Es Candela' holiday collection, part of preserving culture through art and amplifying voices of local artists.

Scale indicators3 records

Direct peers

• The Point CDC: Hunts Point, South Bronx community development organization running arts, cultural, and youth programs in the same neighborhood where salsa originated. Comparable on South Bronx geography, cultural-preservation mission, and community-led programming model.
• Pregones/PRTT: Bronx-based Puerto Rican and Latin theater company producing cultural performances and community programming. Comparable on Bronx-based Latin cultural preservation mission, performing arts event production, and community engagement model.
• SOBs (Sounds of Brazil): Long-running Manhattan venue dedicated to Latin and world music live events, including salsa programming. Directly comparable as a New York-based Latin music live event operator serving overlapping salsa audiences with ticketed event production.
• Hostos Center for the Arts & Culture: Bronx-based performing arts venue at Hostos Community College presenting Latin and Caribbean cultural programming. Comparable as a Bronx venue operator hosting ticketed Latin music and cultural events for the same South Bronx audience.
• BRIC Arts Media: Brooklyn-based multi-disciplinary arts organization combining live events, media production, and community programming. Comparable as a multi-format cultural organization producing events plus content (video/media) with a community-engagement mission.
• Lehman Center for the Performing Arts: Bronx-based performing arts venue with extensive salsa and Latin music programming serving the same South Bronx demographic. Comparable on Bronx geography, salsa/Latin event programming, and ticketed live event business model.
• RuidoFest: Annual multi-day Latin alternative music festival in Chicago featuring salsa, cumbia, and related genres. Comparable on Latin music live event production, multi-day festival format, and audience demographic of Latin music enthusiasts.

Broad incumbents

• SummerStage (City Parks Foundation): NYC free outdoor performing arts series across multiple boroughs including Latin and Caribbean programming. Broader incumbent with comparable free/ticketed outdoor cultural event production at city-scale in the same New York geography.
• El Museo del Barrio: East Harlem museum dedicated to Latino art and culture, presenting exhibitions, performances, and cultural programming. Broader incumbent in NYC Latino cultural preservation with comparable Latin cultural mission and East Harlem/Spanish Harlem geographic footprint.
• Fania Records: Legendary salsa music label (founded 1964) that defined the salsa genre and signed Hector Lavoe, Celia Cruz, and the Fania All-Stars. Broader incumbent in the salsa music ecosystem whose historical catalog and brand provide cultural reference point for TSP's preservation mission.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• Facebookfacebook.com/thesalsaprojectnyc
• Instagraminstagram.com/TheSalsaProjectNYC

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about The Salsa Project