A new Latino organization wants to harness the power of culture to drive political change. Rolling Stone can exclusively announce on Wednesday the launch of Maremoto, an organization dedicated to amplifying Latino stories and turning influence into impact, founded by community organizer Jess Morales Rocketto.
“Maremoto was born from a simple but transformative idea: that culture is not a side note to change, it’s the engine of it,” Morales Rocketto tells Rolling Stone. “We’re building something that doesn’t fit into traditional boxes: part media company, part creative studio, part movement hub, because that’s what it takes to reach our people where they actually are.”
Morales Rocketto, a senior political operative who has led national efforts for Barack Obama, Hillary Clinton, and Kamala Harris, will leverage the organization to produce storytelling that uplifts Latino artists and creatives and shape narratives that have “been ignored or distorted for far too long.”
“For generations, we’ve been told to wait our turn, to make ourselves smaller, to fit into someone else’s idea of who we are. But the problems we’re facing are massive: inequality, extremism, censorship, the erosion of rights,” Rocketto says. “It’s about meeting the moment with courage, with creativity, and with collective power… Because if we don’t build it for ourselves, no one else will.”
According to the organization, Maremoto already has earned multi-million-dollar backing, and has hired 21 staff members to implement the program. Prior to their launch, Morales Rocketto worked directly with celebrities such as Eva Longoria, America Ferrera, Desi Perkins, Danny Ramirez, Cristo Fernandez, and Arturo Castro on previous campaigns
Backing the org’s launch are several stars, including Gina Torres and Wilmer Valderrama, who have voiced their support for Rocketto’s work in advocacy for Latinos. Torres tells Rolling Stone that she believes Maremoto has the right approach to “make real, sustainable change,” lauding Morales Rocketto’s “unapologetic commitment” to Latinos.
“With Maremoto, she’s not just building an organization, she’s igniting a movement that doesn’t just celebrate who we are, but lifts the world wide cultural amnesia that plagues us and in turn, reminds the world of our power,” Torres says. “The team she’s assembled is brilliant, creative, and bold, setting the stage for something transformative.”
Meanwhile, Valderrama tells Rolling Stone that he and Morales Rocketto bonded over their “shared passion for storytelling.” He adds, “This is a vital time for the community. Creativity drives not just inclusion but also innovation, and Maremoto offers much-needed infrastructure to help bring our ideas to life.”
The organization’s first major activation will coincide with Día de los Muertos, using the Mexican holiday to frame it as a “collective act of resistance and belonging” — especially following a year during which Latino immigrants have been among the Trump administration’s primary targets.
Maremoto will bring the Día de Muertos effort to Los Angeles, Chicago, and San Antonio with interactive installations such as “Voice Memos to Our Ancestors,” featuring a phone booth and hotline where participants can record messages to loved ones who have died.
““It’s not enough to resist as a community. We have to resist with pride. We have to bring joy, color, and culture into the fight, because that’s what keeps us alive and connected,” Morales Rocketto says. “Too often, the story of our community has been told through pain or struggle alone. But we are also creators, innovators, storytellers, and dreamers. Our power comes from our ability to turn adversity into art, and to turn pain into purpose.”
Morales Rocketto says there couldn’t be a more critical time than now to stand up for democracy and Latino families, and use the influence and importance of Latinos to uplift our voices on a national scale.
“We set out to create a home where stories reclaim power and culture becomes shield and sword,” Rocketto says. “We knew we had to break out of the old mold, unchained, unapologetic, driving forward new narratives, to offer not just critique but to open paths through media, art, advocacy, and community building.”
