to tell us more about the 30 under 30 we invited multicultural marketing director of moet hennessy, manny gonzalez. and digital media at el mundo boston elvis jocol lara. welcome to "urban update." >> thank you for having us. >> byron: elvis, how and why we hear about 40 under 40 type awards but 30 under 30? >> boston is home to a preponderance of latino talent that is really brought here by colleges and universities and global companies that we have here. and so we really noticed that a lot of the folks were not being recognized during their time in boston and we wanted to shine a light on them. defining characteristics is its youth. the median age of the latino community is about 28. so we wanted to make sure that we were shining a light on these folks that at an early age are doing great things. ron run manny, how does an event like this tie in what brand like yours? >> events like this attract hennessey, but portfolio. for one simple reason. we know that america in general and boston in particular are changing dramatically every day, becoming more diverse and when you have the prosecu