Digame: Mala & Diosa of Locatora Radio Talk Latina Representation in Podcasting

Locatora Radio hosts Diosa Femme and Mala Muñoz have established themselves as one of the top Latina voices in podcasting. Locatora Radio, founded in 2016, is a weekly podcast where they break down pop culture, current events, and feminism through interviews with Latinx creatives and artists. They were podcasting independently until joining iHeartRadio’s MyCultura Podcast Network in 2022. The Los Angeles-based duo are also the co-founders of Locatora Productions, an award-winning production studio and home to Locatora Radio, which has amassed more than one million lifetime listens. Diosa, who is of Peruvian and Mexican descent, received her Master’s in Specialized Journalism from the University of Southern California. Mala is also the creator and host of Marijuanera: A Podcast for Potheads, a Gotham-Award winning show and the second podcast in the Locatora Audioverse. The Chicana podcaster is also a stand-up comic who has performed on various comedy stages and is currently pursuing a Master’s in Fine Arts at the University of Southern California. For this month’s Digame they discuss what motivates them, what they wish more people understood about podcasting, and how they stay connected to their roots.

Which Latina(s) have had the greatest impact on your life and why?
Mala: Our mothers of course! Our mothers have been, for each of us, our blueprint for womanhood and Latinidad.
Diosa: We’ve also been heavily influenced by creatives, journalists, and entrepreneurs who came before us. We’re inspired by so many women who tell our stories and make our community better!

If you could meet a Latina icon who is no longer alive, who would it be and why?
Mala: I would absolutely love to meet Tongolele, who recently passed. Tongolele is a lesser known but highly influential Mexican American showgirl who rose to prominence in the ’40s in Mexico City. She was beautiful, tantalizing, controversial, and highly sought after for her look and her captivating movement. Diosa: Mine would have to be Yma Sumac! She was a brilliant and beautiful singer from Peru. She had an impressive octave range and is considered the Queen of Exotica. She gained global recognition for her beauty and talent. I love the incredible outfits she wore and how she carried herself. She is a complicated figure that deserves so much recognition and praise!

What is the best piece of advice you’ve ever received?
Mala: I will never forget a lunch we had with LaLa Romero, co-founder of Bella Dona, early on in our podcasting careers. We were thinking about working with a local TV station. Lala advised us to hold on to our IP and to keep working on our craft independently. “if you are getting these offers during your Season 3, imagine where you will be by Season 6!” We followed her advice and worked independently for the first six seasons of Locatora Radio. By Season 7 we signed with iHeart Radio’s My Cultura Podcast Network.
Diosa: We are first-generation entrepreneurs and business owners. We’ve learned everything by doing, by making mistakes, and asking questions from our creative peers and mentors. Another piece of advice that Lala Romero gave us was to always work with an attorney! She referred us to an attorney, who eventually connected us with our current attorney, and he handled our trademark filing and network negotiations! Never skimp out on paying an attorney to review your contracts.

What was the scariest part of pursuing your career goals and how did you push through?
Mala: For me the scariest part about pursuing my career goals has been discovering what exactly those career goals are. The podcast has opened up so many doors and opportunities, and I have leaned into all of those possibilities. Whether that is podcasting across different genres, pursuing stand up comedy, or filmmaking, trying new things can be scary, but extremely rewarding.
Diosa: The scariest part about pursuing Locatora full-time was making the jump from part-time to full-time! In so many ways, the podcast and production company was full-time before I officially took the leap. It was already a huge part of my life, but I had a day job to fall back on. I never imagined I’d be an entrepreneur, but it’s been an exciting and scary journey. I lead our operations, production schedule, and manage our producer, I wear so many hats, but I love it.

How do you stay connected to your cultural roots?
Mala: I love to spend time with my Grandma Nacha, who is the most direct link that I have to my Mexican heritage. When I can, I also love to travel in Mexico. I also think that Los Angeles and California in general are so rich with Latinidad, that I never really feel far away from my culture or community. For me, Los Angeles IS a homeland of sorts and is the birthplace of my specific type of Latinidad.
Diosa: I visit my family in Peru every other year and that helps me stay connected! My family also taught me a lot of Peruvian history when I was younger and I carry that with me. I also stay informed about current politics and events in Peru. I’m also a proud Mexicana and by proximity, I always feel connected to my Mexican culture. Speaking Spanish is also a huge connector for me and I primarily listen to music and podcasts in Spanish to keep that language muscle in full flex.

What do you wish more people understood about what you do?
Mala & Diosa: Podcasting is not just sitting on a couch talking into a mic. There’s so much involved with making podcasts. We have weekly production meetings, script writing, studio sessions, and editing. Making a single episode takes a lot of work, but there’s also promo that needs to be made! In order to find our next guest, we have to network and build relationships. Podcasting is also an art form and we’re constantly trying to learn new skills. We also run a small business and run a small team. We have a producer, studio engineer, musicians, photographers, talent bookers, and social media manager.

What motivates you?
Mala: I am heavily motivated by our team! Diosa and our Producer Stephanie Franco. They inspire and motivate me constantly, and keep the spark in our show alive. I am also motivated by our listeners who tell us how much the show has meant to them. When listeners share that they have grown up with the podcast, and might have even been inspired to pursue careers in the arts, that is more than enough to keep me creating.
Diosa: I am motivated to archive the stories of our community. Locatora Radio is an audio archive, as much as it is a podcast. We are actively archiving the stories of our guests and of ourselves.

How did you end up on the professional path you’re on now?
Mala: I ended up on this career path through friendship! When I first met Diosa, we became fast friends. It wasn’t too long after we met that Diosa asked me if I would be interested in starting a podcast. The rest is history.
Diosa: I will forever shout out Radio Menea for being the inspiration behind Locatora Radio. Perez and Vero are two friends who were also writers/artists that made a really cool music podcast! It made me feel like I could try to make a podcast too.

What is your greatest professional achievement so far? Personal achievement?
Mala & Diosa: At this point in our careers, signing our deal with iHeart Radio and the My Cultura Podcast Network has been our greatest professional achievement.
Mala: So far, my greatest personal achievement has been my acceptance to the School of Cinematic Arts at USC. I am studying Film & Television Production, and I absolutely love it.
Diosa: Also for me, one of my greatest personal achievements has been receiving a Masters in Specialized Journalism from USC’s Annenberg School of Journalism & Communication in 2023. I’ve also run two marathons!

Often we are the only Latinas in the room or one of a few, what has it been like being a Latina in your field?
Mala & Diosa: Because we are signed to a Latinx-focused network, the My Cultura Podcast Network, we never really feel alone as Latina podcasters. It speaks to the importance of culturally specific homes for our programming, where our creative ideas do not have to be translated or filtered.

What pop culture moment made you feel seen as a Latina?
Diosa: As a young girl, seeing Adrienne Bailón playing Chanel in Disney Channel’s Cheetah Girls was a big representation moment for me!
Mala: When I was young I absolutely loved the Disney Channel Original Movie, Gotta Kick It Up. It was so fun to see a group of young Latinas dancing, working as a team, overcoming challenges, and succeeding at what they set out to do.

How do you practice and prioritize self care?
Diosa: I am actively in therapy and that’s a big part of my self-care. My self-care and creative process thrive under movement: whether that be running, lifting, or playing tennis, it’s one way I take care of myself. Sleep is also a non-negotiable for me, I need 7-9 hours at least!
Mala: I’m still figuring this out! I think that with every new chapter of life I find myself adjusting my approach to self care. However, I find that learning, walking, sleeping, and plenty of time with loved ones and my little dog Papas all bring me a sense of peace-owned rejuvenation.
Quick Fire:

Shoutout a Latina’s IG account that could use more love and tell us why you’re a fan:
Mala: Radical Clothes Swap is a WOC run free community clothes swap. The Latinas behind this project are doing an incredible service- providing a platform for people to swap and find clothes for free. Give them a follow and show up to one of their pop ups!
Diosa: People Puff Politics is run by one of our long-time listeners and health educators, Jackie Hernandez. She bridges her interest of psychology, socilogy, and public health by hosting community-centered events!

Shoutout your favorite Latina owned business and why:
Diosa: Vive Cosmetics is an incredible makeup line! The creators, Leslie and Joanna do so much for the community, they give back all the time, and are so genuine. I wear their lipsticks all the time! Their lipsticks are beso and marathon-proof!