NGL and mitú join forces to create a new Hispanic media and entertainment powerhouse

NGL and mitú join forces to create a new Hispanic media and entertainment powerhouse

Over the years, we’ve reported that more than ever, today’s Hispanic consumers are striving to connect with their heritage and are searching for authentic Hispanic cultural stories.

This creates a significant opportunity where developers and producers will work with brands to move the market forward, moving from a content strategy that still draws on key assets from Mexico and Latin America to one that prioritizes ideas that are… Hispanic consumers are native to the United States and primarily represent their lives between their Hispanic and Anglo-American cultures.

In 2008, we at alma were pioneers in identifying this trend and dubbed this group Fusionistas, consumers who are merging both cultures, who live as 100% Hispanic and 100% American without feeling the need to give up any aspect of their lives.

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

Isaac Mizrahi – How did the deal come about?

David Chitel NGL and mitú have walked a parallel path for the last ten years. NGL has become the leading B2B digital company in Latinx, while mitú has done the same in B2C. Our business models are complementary, and the combination and scope of the two make us indispensable for advertisers seeking a US-Latinx connection in language, culture and context. Our unique focus on 100% US Latinx is unmatched in the industry given all the tools we offer advertisers to meaningfully connect with our audiences across platforms, language preferences, life stages and beyond.

Misrahi – Why now?

Chitel – With all the fragmentation in Latinx media and entertainment, it made sense for NGL and mitú to join forces to create new opportunities for the community and advertising partners we serve. We’ve both grown tremendously over the past few years and the timing has made a lot of sense for our respective companies and the market as a whole. The community is looking for more content that resonates with them, and advertiser demand is at an all-time high. The timing of bringing our two companies together could not have been better.

Misrahi – What opportunities does Spanish/Latin content offer?

Chitel – Both NGL and mitú are known to be pioneers in the New Generation Latinx (NGL) space. Having coined the term “NGL” over 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 Latin prototypes are being created right now, and not just by me. They are these mambo kings and salsa queens, Aztec lords and Inca princesses, all Hernandez and Fernandez that this country will one day understand and respect.” It is now time for a company like NGL to help to advance the Latinx narrative in media, marketing and entertainment. With John on our team and leveraging mitú’s production resources and viewer reach, NGL is uniquely positioned to do just that.

Misrahi – What is the content gap?

Chitel – One could argue that there is no shortage of great Spanish language content here in the US and around the world. The gap that exists in the US is specific to Latinx content that is in the culture. By “in-culture” I’m referring to Latinx-themed content and/or content that features a primarily Latinx cast. There is also a huge gap behind the camera in the writers’ spaces and in the realms of showrunners and executive positions with the ability to transform the Latinx narrative across media and entertainment.

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

Chitel – NGL and mitú specialize in creating content that speaks directly to US Latinx audiences. From branded content, documentaries, TV specials, IRL and virtual events, and more, 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. Specifically, we have a 14,000 sf facility in East Los Angeles that is already a vibrant studio producing content for the many platforms we distribute through. We intend to double our studio business to offer Latinos more opportunities in front of and behind the camera and advertisers to connect organically with our audience. The best is yet to come.


Initiatives like this deal will continue to empower the market with high-quality, authentic content that resonates with Hispanic consumers. I predict more deals in the coming months and years, fueling a Hispanic content boom. Marketers should follow this process closely and ideally have their own Hispanic content strategy in place to complement their promotional efforts.

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