Photo Credit: GoDigital Media Group
NGL Collective + mitú merge to create the largest digital-first “Latinx powerhouse” in the US, with backing from GoDigital Media Group.
Global media and tech conglomerate GoDigital Media Group has announced the acquisition of NGL Collective with the backing of entertainment-focused investment firm MEP Capital. As part of the acquisition, NGL Collective — the leading “new generation” Latino-first entertainment company in the US, co-founded by actor John Leguizamo — is merging with GoDigital’s mitú, a digital media publisher focused on representing US Latinos.
The merger will retain the name NGL Collective, becoming the largest Latino-focused digital-first media powerhouse in the US. NGL will focus on a “vast network of Latinx creative and media partners,” reaching US Latino communities through social media and editorial content, published research, and in-person and virtual community events. Combined with mitú’s community of over 13 million social media followers, NGL Collective will provide an “unmatched video-driven experience” for advertisers and consumers.
“Latinx media consumption is exploding. NGL’s expertise in Latinx media solutions and our shared commitment to culturally relevant creativity makes it a great addition to GoDigital’s portfolio,” says Jason Peterson, Chairman and CEO of GoDigital Media Group. “This acquisition cements our foothold in the US Latino media space.”
“Latinos are the largest ethnic group in the US, accounting for 11% of the buying power, and yet their contribution is consistently excluded in media and entertainment,” says John Leguizamo, Partner and Co-founder of NGL Collective. “With NGL Collective and mitú’s shared commitment to amplifying the voices of the Latinx community, our platforms and reach will expand. We will create more opportunities for Latinos in front of and behind the camera to speak directly to our community and influence how America sees us and how we see ourselves.”
“For ten years, mitú has built its legacy through creating communities and ensuring Latino voices are heard. Joining forces with NGL enables mitú to continue to build brands, cultural content, and experiences that resonate with and represent the diverse US Latino community,” says Vanessa Vigil, recently promoted Chief Brand Officer at NGL Collective. “It’s exciting to bring these companies together in a shared mission, with complementary solutions, and be part of leading mitú and NGL brands into the next decade.”
David Chitel, CEO and Founder of NGL, will continue his position with creative support from John Leguizamo. NGL’s Chief Operating Officer Ben Leff, President of NGL Studios Ben DeJesus, and NGL’s Chief Revenue Officer Joe Bernard will maintain their roles. At the same time, Stephen Brooks, President of mitú and Latido Networks, will oversee the integration of the two companies.