Are we speaking the same language here? Now, Universal Music Group is tailoring its marketing towards US-based, Spanish-speaking mobile users, thanks to an expanded relationship with Mozes.

The action is happening through Mobile Connect, a platform that also taps integrated platforms like Twitter and Facebook. That opens the avenues to a highly-engaged, passionate audience, one frequently underserved – and misunderstood – by media companies and advertisers alike.

The deal is focused on direct-to-consumer channels, and tools of the trade will include text updates, mobile sweepstakes and online widgets. “Until now, we have been unable to find the right platform that would enable us to meet the needs of this heavily mobile-active fan base in their native language,” commented Skander Goucha, senior vice president of Digital for Universal Music Latin Entertainment (UMLE).

Dorrian Porter, CEO of Mozes, also played point on the deal.