NGL Collective and mitú merge

As part of the acquisition, NGL Collective (“NGL”) is merging with GoDigital’s mitú. The new entity will retain the name of NGL Collective. NGL will 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.

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

“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 John 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.”

With the combined market presence of mitú brands, comprising wearemitú, somosmitú, FIERCE, crema, and Things That Matter, and NGL brands, consisting of Latina Moms, Hispanic Kitchen, and Hispanicize, the new NGL community will constitute the largest gathering of Latinx influencers, content creators, entrepreneurs, trendsetters, and media and entertainment innovators in the world. NGL’s 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 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.

“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 David Chitel, Chief Executive Officer of NGL Collective. “The power and influence of U.S. 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.”