As we enter National Hispanic Heritage Month, we are not simply marking time on a calendar. We are entering a vibrant celebration of culture, history and the enduring contributions of Latinx communities to our city and our nation.
This month-long opportunity for reflection and celebration recognizes the profound impact Latino communities have had on the American story. It is also a moment to ask ourselves how we can do more — how we can create spaces that honor these contributions and ensure that the celebration of Latino heritage extends beyond these 30 days into a lasting commitment to cultural appreciation, inclusion and belonging.
At Embrace Boston, we seek to cultivate community through cultural expression, bridging the diverse communities that make Boston home. We believe that culture is not just an aspect of identity; it is a powerful force for social change, for building deep and meaningful relationships, and for creating a more inclusive and just society. It is in this spirit that we proudly held our international music and cultural festival, Embrace Massó “¡Con Salsa!” — an event that exemplified the power of culture to bring people together.
This festival was especially significant because it was co-curated by a true Boston icon, José Massó III, a community activist and leader who has been a tireless advocate for Latino culture in our city. For nearly five decades, José has hosted WBUR’s “¡Con Salsa!,” a bilingual Afro-Latin music program that has become a cultural institution in Boston. His work has been instrumental in promoting Afro-Latino music and culture, and his legacy of service is deeply woven into the fabric of Boston’s cultural landscape. Embrace Massó “¡Con Salsa!” was not just another festival; it was a continuation of José’s lifelong mission to uplift and celebrate Latino culture, enriching Boston in immeasurable ways.
The importance of gathering to celebrate National Hispanic Heritage Month cannot be overstated. It is a time when we come together in what we call “third spaces” — those vital, informal publicly accessible spaces where community is built and relationships are forged. These are the places where we find common ground, share our stories and experiences and learn from one another. In a city as diverse as Boston, “third spaces” are essential for fostering the kind of cross-cultural understanding that is necessary for a thriving, inclusive community.
But what makes these gatherings truly transformative is the capital of culture — the wealth of traditions, languages, music and art that Latino communities bring to the table. Cultural capital is more than just a celebration of heritage; it is a means of building social connections and creating a sense of belonging. When we come together to celebrate National Hispanic Heritage Month, we are not just recognizing the past; we are investing in the future. We are creating opportunities for individuals to connect with their roots, to share their cultural wealth with others and to build the kind of deep, authentic relationships that are the foundation of a strong community.
Embrace Massó “¡Con Salsa!” was our way of putting this belief into action. This festival was not just about music and dance; it was about creating a space where people from all walks of life could come together, celebrate their shared humanity and connect with one another on a deeper level. It was about showcasing the richness of Afro-Latino culture and its vital contributions to the cultural tapestry of Boston. And it was about embodying the spirit of Boston — a city that is proud of its diversity and committed to creating spaces where all cultures can thrive.
The Boston that we are all working toward is a city that understands the importance of cultural inclusion. It is a city that recognizes that our strength lies in our diversity and that the richness of our cultural landscape is what makes Boston a vibrant, dynamic place to live. Embrace Massó “¡Con Salsa!” reflected this identity.
The festival also served as a call to action. It was a reminder that the work of cultural inclusion is ongoing and that we all have a role to play in creating a more inclusive and just society. We believe that by creating spaces like Embrace Massó “¡Con Salsa!,” we can help build a city where everyone feels valued, where everyone has a voice and where everyone has the opportunity to contribute to the cultural life of our community.
As we celebrate National Hispanic Heritage Month, I urge you to go out and be a part of the many cultural celebrations happening across our city. Whether it’s supporting local Latino-owned businesses or simply engaging in conversations about the rich cultural heritage of our Latino communities, your participation is vital. Let’s come together to celebrate, to connect and to create a future where all cultures are embraced and all voices are heard.
Dr. Imari Paris Jeffries is president and CEO of Embrace Boston.
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