GoDigital Media Group announced today that they have acquired NGL Collective, the Latinx centric digital-first media and entertainment company co-founded by actor and activist John Leguizamo and industry leader David Chitel. The merger of GoDigital’s mitu, a digital media publisher dedicated to serving U.S. Latinos and NGL will retain the name of NGL Collective and become one of the largest 100% Latino-focused digital-first media companies.
NGL will continue to cater to a vast network of Latinx creative and media partners, reaching U.S. Latinx communities via an array of social media and editorial sites, in-person and virtual community events, and published research and helping advertisers connect with these coveted consumers, regardless of age or language preference.
“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,” said Jason Peterson, Chairman and Chief Executive Officer of GoDigital Media Group. GoDigital Media Group (“GoDigital”), a global media and technology conglomerate focused on community, content, and commerce, announced today the acquisition of NGL Collective with the backing of MEP Capital, a media and entertainment-focused investment firm.
“Latinos are the largest ethnic group in the U.S., accounting for 11% of the buying power, and yet their contribution is consistently excluded in media and entertainment,” said Leguizamo, Co-founder and Partner 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.”
NGLs premium Latino video offerings on the web, mobile, social, and connected television and #1 comScore ranking, coupled with mitú’s community of more than 13 million social followers and web visitors, will provide an unmatched video-driven experience for consumers and advertisers.
With the combined market presence of mitú brands, comprising of wearemitú, somosmitú, FIERCE, crema, and Things That Matter, and NGL brands, consisting of Latina Moms, Hispanic Kitchen, and Hispanicize, the new NGL community may well be the largest gathering of Latinx influencers, content creators, entrepreneurs, trendsetters, and media and entertainment innovators in the world. NGLs in-house Emmy®-nominated production team will also join forces with mitú’s social content and brand studio team, which operates mitú Studios, a 14,000-square-foot studio in Eastside Los Angeles.
NGL will be helmed by the current NGL Chief Executive Officer and Founder David Chitel, with the creative support of Partner John Leguizamo. Vanessa Vigil will be elevated from General Manager of mitú to Chief Brand Officer of NGL. Ben Leff, NHL’s Chief Operating Officer, Ben DeJesus, President of NGL Studios, and Joe Bernard, NHL’s Chief Revenue Officer, will remain in the same capacities. Stephen Brooks, President of mitú and Latido Networks, will oversee the integration of the two companies, focusing on strengthening GoDigital’s investments in Latinx media.
“This unprecedented business combination solidifies our mission of being the #1 New Generation Latinx digital-first media and entertainment company in the U.S.,” concluded Chitel.
