NGL and mitú, Join to create a new Hispanic media and entertainment powerhouse

NGL and mitú, Join to create a new Hispanic media and entertainment powerhouse

Over the years, we’ve reported that today’s Hispanic consumers are looking more than ever to connect with their heritage, seeking out authentic Hispanic cultural stories.

This creates an important opportunity where creators and producers collaborate with brands to evolve the market, moving from a content strategy that still relies on important assets from Mexico and Latin America to one that prioritizes ideas that are native to the Hispanic consumer. of the US, mainly representing life between their Hispanic and Anglo cultures.

In 2008, we at Alma were pioneers in identifying this trend and called this group Fusionists, consumers who merge both cultures who live as 100% Hispanic and 100% American, without feeling the need to trade any aspect of their lives. .

A new Hispanic content creation deal was recently announced, bringing together two major industry players, NGL, co-founded by actor and activist John Leguizamo and industry leader David Chitel, and mitú, a leading digital media publisher. . I talked with Çitel about this agreement; below is an edited version of this conversation.

Isak Mizrahi – How did the deal happen?

David Chitel- NGL and mitú have been on a parallel path for the past ten years. NGL has grown into the leading B2B digital Latinx entity, while mitú has done the same in the B2C space. Our business models are complementary and the combination and scale of the two make us indispensable to advertisers looking for a US Latino connection in language, culture and context. Our unique focus is 100% US Latinx and is unmatched in the industry given all the tools we provide advertisers to meaningfully connect with our audiences across platforms, language preferences, life stages and beyond.

Mizrahi – Why now?

Bird – Given all the fragmentation in the Latinx media and entertainment space, it made sense for NGL and mitú to join forces to create new opportunities for the community and advertising partners we serve. We have both grown tremendously over the last few years and the timing for our respective companies and the market at large made a lot of sense. The community is demanding more content that speaks to them, and demand from advertisers is at an all-time high. The timing couldn’t be more perfect for our two companies to combine.

Mizrahi – What is the opportunity around Hispanic/Latino content?

Bird – Both NGL and mitú are known to be pioneers in the New Generation Latinx (NGL) space. Having coined the term “NGL” 20+ years ago, no one is better positioned than us to move the needle when it comes to creating content for bilingual, bicultural, and English-speaking Latinos in particular. To quote my friend and business partner, John Leguizamo – “America may not realize it yet, but Latino prototypes are being created right now, and not just by me. They are these mambo kings and salsa queens, Aztec lords and Inca princesses, every Hernandez and Fernandez, whom this country will one day understand and respect.” Now is the time for a company like NGL to help push the Latinx narrative in media, marketing and entertainment With John on our team and leveraging mitú’s production resources and audience reach, NGL is extremely well positioned to do just that.

Mizrahi – What is the content gap?

Bird – One could argue that there is no shortage of great Spanish language content available here in the US and around the world. The gap that exists in the US is specific to the Latinx content that is in the culture. By “in culture” I’m referring to Latino-themed content and/or content featuring a predominantly Latinx cast. Behind the camera, there is also a huge void to be filled in the writers’ room and in the fields of presenters and executive positions of power with the ability to change the Latino narrative across media and entertainment.

Mizrahi – What exactly will the new organization do to change this?

Bird – NGL, and mitú specialize in creating content that speaks directly to US Latinx audiences. Whether it’s branded content, documentaries, TV specials, IRL and virtual events and beyond, it’s in our DNA to shine a positive light on the Latinx community in everything we do. The size, scope and resources of our combined company have grown exponentially as a result of this merger. In particular, we have a 14,000 sf facility in East Los Angeles that is already a living studio producing content for the many platforms through which we distribute. We intend to double our studio business to provide more opportunities for Latinos in front of and behind the camera and for advertisers to organically connect with our audience. The best is yet to come.


Initiatives like this deal will further strengthen the market with authentic, high-quality content that will resonate with the Hispanic consumer. I foresee more deals in the coming months and years, creating a boom in Hispanic content. Marketers should follow this process closely and ideally have their own Hispanic content strategy to complement their advertising efforts.

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