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NGL and mitú Unite to Create New Hispanic Media and Entertainment Powerhouse

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

This creates significant opportunities for creators and producers to partner with brands to advance the market. Moving from a content strategy that still relied on significant assets in Mexico and Latin America to a strategy that prioritized ideas specific to Hispanic consumers in the United States, primarily living between their Hispanic and British cultures.

Back in 2008, we at alma were pioneers in identifying this trend and called this group the Fusionistas. This is a consumer who blends both cultures, 100% Hispanic and he is 100% American, and doesn’t feel the need to compromise on any aspect of his life.

New deals related to the creation of Hispanic content were recently announced, two major industries co-founded by actor and activist John Leguizamo, industry leader David Chitel and leading digital media publisher mitú. Player NGL has been integrated. I talked to him about this deal with Chitel. Below is an edited version of this conversation.

Isaac Mizrahi – How did the deal go?

David Chitel – NGL and mitú have been working side by side for the past decade. While NGL has grown to become a major Latinx digital B2B entity, mitú has done the same with his B2C space. Our business models are complementary, and the combination and scale of the two make us a must-have for advertisers looking for Latin American connections in language, culture and context. Our unique focus is 100% US Latino, and we think of all the tools we offer advertisers to meaningfully connect with their audience across platforms, language preferences, life his stage, etc. and is unmatched in the industry.

Mizrahi – why now?

Chitel – Given all the fragmentation of the Latino media and entertainment space, it makes sense that NGL and mitú would join forces to create new opportunities for the communities we serve and our advertiser partners. Both companies have seen tremendous growth over the last few years, and the timing for each company and the market as a whole makes a lot of sense. Communities want more content that speaks to them, and advertisers are in greater demand than ever. The timing couldn’t have been more perfect for the two companies to merge.

Mizrahi – What are the opportunities related to Hispanic/Latino content?

Chitel – It is well known that both NGL and mitú are pioneers in the New Generation Latinx (NGL) space. No one is better positioned to move the needle when it comes to creating content for bilingual, bicultural, and English-speaking Latinos than we, who coined the term “NGL” over 20 years ago. not here. To quote my friend and business partner John Leguizamo, “America may not have realized it yet, but a Latin prototype is being created now. It’s not just me. Kings of Mambo and queens of salsa, lords of the Aztecs and princesses of the Incas, all Hernandez and Fernandez that the nation will one day understand and respect.” It’s time to help drive the Latinx narrative throughout. With John on our team and leveraging mitú’s production resources and audience reach, NGL is very well positioned to do just that.

Mizrahi – What is Content Gap?

Chitel – Some would 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 United States is unique to Latino content within the culture. “In-culture” refers to content that is Latino-themed or features a predominantly Latino cast. Behind the camera, in the writers’ room, and in the realm of showrunners and powerful executives with the ability to change Latino stories across media and entertainment, there are also huge gaps to fill.

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

Chitel – NGL and mitú specialize in creating content that speaks directly to Latino audiences in the United States. It is in our DNA to shine a positive light on the Latinx community through everything we do, including branded content, documentaries, TV specials, IRL, and virtual events. The merger dramatically increased the size, scope and resources of the combined company. Notably, in East Los Angeles, he has a 14,000 square foot facility that is now an active studio producing content for the many platforms he distributes to. The studio intends to double down on his business in order to provide more opportunities for Latinos in front of and behind the camera, and opportunities for advertisers to connect organically with their audience. The best is yet to come.

Initiatives like this deal will further enhance the marketplace with high-quality, authentic content that resonates with Hispanic consumers. I predict that there will be more deals in the coming months and years, creating a Hispanic content boom. Marketers should closely track this process and ideally have their own Hispanic content strategy to complement their advertising efforts.