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.