As the above video shows, this effort on behalf of all American Hispanics is not lost on the dozens of celebrities who attend each year.
As Eva Longoria says:
"It's a beautiful thing to celebrate all the contributions that Latinos have made."
Check of the slideshow below of many of the attending celebrities relaxed and unguarded as they took portraits backstage.
The 2012 NCLR ALMA Awards airs tonight, September 21 (on NBC at 8PM/7PM CT)