Univision Television Networks is transforming its Premios Juventud awards into a week-long international festival for the first time, culminating in Marbella, Spain on 3 September. As part of the milestone 23rd edition, the show will honour four "Agents of Change" — Antonio Banderas, Marc Anthony, Yandel and La Oreja de Van Gogh — a category that recognises artists' social impact and community work rather than career achievements, reflecting TelevisaUnivision's push to become a more global, Spanish-language media organisation since its 2022 merger.

The newly dubbed "PJ Fest" expands beyond a single ceremony to include creator initiatives and live concerts in Houston, Miami and Los Angeles ahead of the Marbella finale, with fan voting across 50 award categories having opened on 10 August. Banderas is honoured for founding the Lágrimas y Favores Foundation and co-hosting the Starlite Gala in his native Málaga; Anthony for his Maestro Cares Foundation and Venezuela earthquake relief efforts; Yandel for community and mental health initiatives including his orchestra-blending Sinfónico Tour; and La Oreja de Van Gogh, making their Premios Juventud debut, for charitable work including Guitarras Solidarias and Ay Haití, alongside a performance of their billion-streamed hit "Rosas".