Both Lex Borrero can see into the long run, or, he simply does what he says he’s going to do.
Simply over a 12 months in the past, on these very pages, NEON16’s founder told us that he was planning to construct the label and administration firm, which he leads alongside mega-producer Tainy, right into a “Latin media powerhouse”.
When you tally up their record of achievements since then, it’s exhausting to disclaim that NEON16, and NTERTAIN, the Latin-focused content material and media firm additionally led by Borrero and Tainy, have already transitioned to impartial powerhouse standing.
Previously three months alone, NTERTAIN and NEON16 expanded their partnership with the NFL for the 2023 season; hosted an immersive experience throughout MiamiArtworkWeek titled, ‘The Artwork of Being Latin’, and teamed up with Miami-based tech firm Influur to host a three-day leisure occasion throughout Mexico’s Massive Race Weekend on the Formula1 Mexico Grand Prix.
In the meantime, in June, NTERTAIN, together with music enterprise legend Tommy Mottola, acquired music advertising and marketing and social media company ARROMEDIA, led by Cristina Arcay, whose consumer roster contains the likes of Shark Ninja, Meta, Adidas, Crimson Bull, NFL, Xbox Bacardi and the Latin Grammy Cultural Basis. In doing so, NTERTAIN launched its personal heavyweight advertising and marketing company, AM16.
Then there’s the not-so-small matter of the Grammys. Borrero’s companion at NEON16 and NTERTAIN, famous person producer Tainy, launched his debut album DATA in June, bagging a nomination for the upcoming 2024 Grammy Awards within the Finest Música Urbana Album class within the course of.
The nomination follows his success in 2023 in the identical class, which was gained by Dangerous Bunny’s smash hit album Un Verano Sin Ti – on which Tainy produced/co-produced 9 tracks.
Requested to single out his highlights from 2023, Borrero tells us that “Tainy’s success must be on this record”.
“From the worldwide success of DATA to his Grammy nominations and different awards, 2023 was an enormous 12 months for Tainy and our music label, NEON16,” he says. “We’re very happy with how this 12 months went for us and motivated to make 2024 even higher.”
Tainy’s debut album’s tracks have already achieved over a billion streams mixed on Spotify alone and it encompasses a substantial record of superstars together with Dangerous Bunny, Myke Towers, J Balvin, Rauw Alejandro and extra.
The observe Lo Siento BB with DangerousBunny and Julieta Venegas has been streamed over 845 million instances on Spotify. Tainy launched the instrumental of model DATA on Friday (December 15), which is already racking up tens of tens of millions of streams.
“I’ve to acknowledge [DATA’s] significance, not simply as a launch, however as a cultural landmark,” provides Borrero. “It seamlessly blends innovation and emotion, leaving an indelible mark on the up to date music tapestry.”
Now, with tons of of tens of millions of streams, a Grammy nomination, partnerships with a serious sporting league and a serious artwork occasion, plus the acquisition of an company with a number of main shopper giants as shoppers, Borrero says they’re not stopping there.
“My 2024 ambitions for NEON16 and NTERTAIN contain additional increasing the affect and attain of our companies within the leisure business,” he says.
In line with Borrero, for NEON16, the main focus of that enlargement will probably be “to develop and promote groundbreaking expertise in music”, whereas for NTERTAIN, Borrero says his ambition is “to reinforce its position as a multimedia powerhouse”.
Borrero provides that the overarching driver behind these ambitions is to “mirror a dedication to elevating Latino voices and narratives within the world leisure panorama”.
“We stay optimistic that NTERTAIN and our portfolio of corporations will develop into a billion-dollar enterprise.”
Lex Borrero
Wanting once more to the long run, Borrero tells us that the plan continues to be the identical because it was once we final sat down for an interview: construct a billion-dollar enterprise.
“We stay optimistic that NTERTAIN and our portfolio of corporations will develop into a billion-dollar enterprise,” he says.
“If you take a look at the macro-economic tendencies within the World and US Hispanic market, the whole addressable market stays enticing and is predicted to proceed rising.”
He provides: “The globalization of Latin leisure creates a market that extends past the Latino neighborhood. The trail to turning into a billion-dollar enterprise is by persevering with to construct IP that has long-term worth.”
Over to Borrero to elucidate how, with NEON16 and NTERTAIN, and in partnership with Tainy, he’s working exhausting to show his billion-dollar enterprise prediction right into a actuality…
Tainy
How is NEON16 positioned within the world music enterprise at this time?
At its core, NEON16 will at all times be a dynamic group devoted to nurturing expertise, fostering innovation, and amplifying genuine and fascinating Latino narratives, esteemed manufacturers, and vibrant cultural expressions on the worldwide stage.
Tainy (pictured inset) is the right instance of that, having taken the subsequent step in his culture-defining profession this 12 months together with his debut album, DATA, which was named album of the 12 months by Rolling Stone and has earned him well-deserved Grammy nominations.
“We’re lucky to have constructed a fame the place artists from throughout the globe need to work with us, together with Dangerous Bunny, J Balvin, Younger Miko, Thalia, Sean Paul, Manuel Turizo, and Alvarito Diaz to call a number of.”
We’re lucky to have constructed a fame the place artists from throughout the globe need to work with us, together with Dangerous Bunny, J Balvin, Younger Miko, Thalia, Sean Paul, Manuel Turizo, and Alvarito Diaz to call a number of. We’re additionally excited concerning the trajectory of aspiring artists like Alex Ponce and RMAND in addition to Nashy-Nashai, Wanda and plenty of others.
At NEON16, we work inside an ecosystem that features NTERTAIN STUDIOS and tradition advertising and marketing company AM16, all which perform on the intersection of music, tradition, and leisure. We create narratives for our expertise, shoppers and types, growing genuine storylines that join in a manner that the general public enjoys. We look ahead to persevering with that in 2024 and past.
Are you able to give us a sign of NEON16’s progress trajectory since we final spoke in July 2022?
Since 2022, we’ve grown our group considerably throughout our three verticals – label, publishing, and administration – and we stay dedicated to discovering the subsequent technology of expertise.
Moreover, our co-founder Tainy debuted his first venture which just lately received nominated for a GRAMMY for the primary time.
Are you able to give us an concept of NTERTAIN’s progress because it launched in 2021?
Since 2021, we have now structured NTERTAIN to develop into a holistic leisure firm that encompasses music, movie, and now a tradition advertising and marketing company (through acquisition earlier this 12 months). In consequence, we have now a totally built-in ecosystem that has created synergistic alternatives throughout our portfolio of corporations and shoppers.
L to R: Tommy Mottola, Cristina Arcay, Gerry Rojas, Lex Borrero
In June, NEON16 acquired music advertising and marketing and social media company, ARRO MEDIA. Might you inform us concerning the company’s consumer base and why you determined to amass the corporate?
The launch of our tradition advertising and marketing company AM16 is one thing we’re really happy with and that began with the acquisition of ARRO Media. The transfer simply made sense for us as a result of we had been trying so as to add an company to our NTERTAIN portfolio.
The chance to usher in a good entity like ARRO MEDIA, led by a advertising and marketing skilled like Cristi Arcay, that has established itself available in the market was actually enticing to us. Our group then employed Gerry Rojas as CMO of NTERTAIN and likewise serves as Co-President of AM16 and each of them have created such nice momentum permitting us to hit the bottom operating.
“With AM16, we have now a finger on the heart beat of tendencies, uniquely positioned to identify them earlier than they occur, throughout music, tv and movie.”
With AM16, we have now a finger on the heart beat of tendencies, uniquely positioned to identify them earlier than they occur, throughout music, tv and movie. The addition of AM16 additional differentiates our capabilities from opponents and brings an much more complete providing to our shoppers and companions. We’re proud to signify a portfolio that features Shark Ninja, Meta, Crimson Bull, NFL, BMI, Lexus, Pepsi and expertise equivalent to Thalia, Tainy, Natti Natasha, Danna Paola and Juan Luis Guerra, amongst others.
Can we count on to see any extra acquisitions within the close to future?
We’re at all times exploring alternatives that make sense for the entire of our enterprise. If one thing could make us higher, we’re open to contemplating it. As an organization that prides itself on being on the slicing fringe of tradition, music and leisure, we’re at all times trying to innovate, enhance and increase our capabilities.
NEON16 expanded their multi-year partnership with the NFL earlier this 12 months. How did that partnership come about and will you inform us concerning the benefits for a music firm of collaborating with knowledgeable sports activities model just like the NFL?
Our partnership with the NFL is in its third season and we have now loved collaborating with the league to deliver music and Latino tradition to its fanbase. The NFL got here to us searching for methods to authentically join with Latinos whereas additionally bringing Latino tradition to the league.
What began out as having a few of our expertise attend video games as influencers has advanced to incorporate the creation of the Por La Cultura Mixtape and, this 12 months, an authentic tune by RMAND impressed by a Latino NFL participant.
“We liked the idea of getting our artists collaborate with Latino NFL gamers to create one thing as distinctive as an authentic tune.”
We liked the idea of getting our artists collaborate with Latino NFL gamers to create one thing as distinctive as an authentic tune. We all know that artists and athletes share a standard drive to succeed, the expertise to shine and the work ethic to thrive of their respective careers. Unifying these traits and the mutual love and respect for music led to some unimaginable artwork that followers liked this season.
In June we reported that Firebird has invested in NTERTAIN, may you give us some perception into this funding and what made Firebird a sexy firm for NTERTAIN to companion with?
Partnering with Firebird was enticing to us as a result of there may be lots of synergy in what NEON16 and Firebird imagine in and need to do within the music business.
“Partnering with Firebird was enticing to us as a result of there may be lots of synergy in what NEON16 and Firebird imagine in and need to do within the music business.”
Nat, Nathan and the Firebird group have a imaginative and prescient for maximizing artists and we’re at all times trying to elevate our artists to new and totally different ranges. Firebird and NEON16 are a wonderful match and we have now loved being companions with them.
After we final spoke in July 2022, you instructed us that NEON16 was doubtlessly fascinated by pursuing a merger or sale to an even bigger firm inside 5 years. Is that this nonetheless one thing you’re exploring for NEON16 and do you could have another information to share with regard to potential traders within the firm?
Mergers and acquisitions are an necessary a part of each firm’s progress roadmap long-term. Nevertheless, I imagine it must be achieved strategically and with intention.
“If the appropriate companion presents itself inside the subsequent 5 years, I might be open to exploring a partnership however solely whether it is aligned with our mission.”
If the appropriate companion presents itself inside the subsequent 5 years, I might be open to exploring a partnership however solely whether it is aligned with our mission.
On the flip aspect, I imagine that inside the subsequent 5 years, NTERTAIN will probably be ready to amass companies. Our solely partnership so far has been with Firebird.
Latin Music surpassed $1 billion in US recorded music income in 2022. What are your predictions for Latin Music’s progress over the subsequent couple of years?
Latin music has grown to unprecedented heights within the US and it speaks to each the attraction of Latin music in addition to the quickly evolving inhabitants within the US and globally. The celebs of at this time have transcended genres and their music has grown past simply Latinos and into the mainstream.
“Latin music has grown to unprecedented heights within the US and it speaks to each the attraction of Latin music in addition to the quickly evolving inhabitants within the US and globally.”
With so many proficient Latino artists and the way in which Latino tradition is influencing US tradition, I count on Latin music and Latinos in leisure to proceed this trajectory of recognition and progress sooner or later.
We’re seeing new gamers enter the broader Latin Music house, equivalent to HYBE for instance, who just lately launched a brand new Latin Music Division in Mexico. What are your ideas on new gamers and funding like this coming into the market?
The rising curiosity in Latin Music is a testomony to its impression on the worldwide stage. New gamers and funding available in the market present that individuals throughout the globe are recognizing the facility and affect of Latin Music and leisure and that solely strengthens the market and people in it.
At NEON16, NTERTAIN STUDIOS and AM16, all of us attempt to drive tradition ahead and the extra gamers and funding available in the market solely drive us to proceed innovating and main within the business.
What are a number of the key music business tendencies and speaking factors you are expecting for 2024?
Progress of Latin Music Globally: Continued enlargement of Latin music’s affect worldwide, with extra cross-cultural collaborations and mainstream acceptance.
Technological Innovation: Elevated use of expertise in music manufacturing and distribution, together with developments in streaming providers and digital actuality concert events.
Artist Empowerment: Higher concentrate on artist independence, with extra artists taking management of their music rights and distribution channels.
Diversification of Income Streams: Artists and labels ongoing exploration of recent income fashions, unique content material subscriptions, and enhanced merchandise.
Deal with Social and Environmental Points: Growing integration of social and environmental consciousness in music and occasions, reflecting artists’ and audiences’ values.
Growth of Music in Gaming and Metaverse: Integration of music experiences in gaming platforms and metaverse environments, creating new alternatives for artists and followers to attach.
Personalised Music Experiences: Developments in AI and information analytics resulting in extra customized music discovery and listening experiences for customersMusic Enterprise Worldwide
