Cinq Music parent buys NGL Collective to create ‘largest 100% Latino-focused digital-first Latinx media powerhouse in the US’

We’ve previously suggested that Cinq Music Group parent GoDigital is a company to watch.

Jason Peterson, the CEO of GoDigital Media Group (GDMG), told MBW in an interview in Q1 2021 that his firm had seen revenues increase 10-times in just four years – and that it had a “tremendous pipeline” of acquisitions coming round the corner.

Owned and operated media networks (through which it can promote and license its music repertoire) are a key part of GoDigital’s strategy – with a particular focus on the Latin community.

Alongside Cinq, GoDigital owns the likes of Latido Music (a 24-hour linear music channel focusing on US Hispanic audiences), plus mitú (described by Peterson as a “Buzzfeed for Latinx audiences in the US”), which offers entertainment, news and music programming through a video-led platform.

Now, GoDigital has made another interesting acquisition, which will have wide-reaching ramifications for the power it wealds within the Latin music and media space.

Confirmed this week, GoDigital has teamed up with MEP Capital to acquire US-based NGL Collective, described as a “New Generation Latinx digital-first media and entertainment company”.

As part of the acquisition, NGL Collective is merging with GoDigital’s mitú, which it acquired in Q1 2020.

In a press statement announcing the merger, GoDigital said that NGL’s “premium Latino video offerings on web, mobile, social, and connected television and No.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”.

The new entity will retain the name of NGL Collective. GoDigital says that the combined entity will become “the largest 100% Latino-focused digital-first Latinx media powerhouse” in the US.

GoDigital also claims that NGL will cater to a “vast network” of Latinx creative and media partners, reaching US Latinx communities via various social media and editorial sites, in-person and virtual community events, and published research.

Jason Peterson Chairman and Chief Executive Officer of GoDigital Media Group said: “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.

“This acquisition cements our foothold in the US Latino media space.”

“This acquisition cements our foothold in the US Latino media space.”

Jason Peterson, GoDigital Media Group

NGL Collective was co-founded by actor and activist John Leguizamo and NGL CEO, David Chitel.

Post-merger, NGL will continue be helmed by current 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, NGL’s Chief Operating Officer, Ben DeJesus, President of NGL Studios, and Joe Bernard, NGL’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.

“With NGL Collective and mitú’s shared commitment to amplifying the voices of the Latinx community, our platforms and reach will expand.”

John Leguizamo, NGL Collective

John Leguizamo, Co-founder and Partner of NGL Collective, added: “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.

“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.”

“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.”

Vanessa Vigil, NGL Collective

Vanessa Vigil, Chief Brand Officer, NGL Collective, said: “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.

“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.”

 “This unprecedented business combination solidifies our mission of being the No.1 New Generation Latinx digital-first media and entertainment company in the US.”

David Chitel, NGL Collective

David Chitel, Chief Executive Officer of NGL Collective, said: “This unprecedented business combination solidifies our mission of being the No.1 New Generation Latinx digital-first media and entertainment company in the US.

“The power and influence of US Latinos merits a company like NGL exclusively focused on connecting advertisers with our coveted audience in-language, in-culture and in-context. The depth of our newly expanded offering inclusive of mitú makes us far and away the leader in our space.”Music Business Worldwide

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