NGL Media, the leading distributor and producer of in-culture video content for Digitally-connected Latinos, has partnered with Orci and Capitol Latin on behalf of the 2013 Acura ILX, to produce a groundbreaking music video and related content in support of the release of SESAC LATINA ‘Songwriter Of The Year,’ Joey Montana’s, new single ‘Unico.’

NGL Media's unique ability to produce and mass distribute in-culture video content, dually leverages Joey Montana’s popularity amongst the Acura ILX core Latino target audience.  In addition to organic integration within the ‘Unico' music video storyline, the campaign also touts an original two-part webisodic series featuring Joey Montana.  Available across all Digital platforms and on Joey’s official YouTube channel, NGL Media will also be distributing the Web series across relevant channels within its extensive online video network.

“Organically connecting brands to their core Latino audiences through branded entertainment is a specialty area for NGL Media for which we’re now known.  Working with talented musical artists such as Joey Montana has proven to be a winning combination for both our advertiser and record label partners alike,” said NGL Media’s CEO & Founder, David Chitel.

Shot on location in Miami, ‘Unico’ features Joey driving a sleek-looking 2013 Acura ILX vehicle with a special hands-free Spanish SMS text-messaging feature organically woven into the storyline.   The music video and webisodic content was conceived and directed by NGL Media Creative Director, Ben DeJesus, whose previous music videos have been seen over 150,000,000 times online alone.  DeJesus has also produced over 100 hours of television including this summer’s PBS documentary about NGL Media partner and actor, John Leguizmo, entitled Tales From a Ghetto Klown.  Other NGL Media branded content work can be seen on the company’s website.

“When it comes to executing effective branded entertainment, our main focus continues to be delivering great content that resonates with the target audience of the artists and the brands we collaborate with,” said DeJesus.

“NGL Media showed a clear understanding of our goals and objectives for this campaign. They were aligned with our vision and utilized their experience and solid understanding of this consumer segment to successfully deliver a concept to introduce the Acura ILX to the Gen Y Latino Market,” said Robert Santiago, Director of Client Services at Orci, the Hispanic AOR for Acura’s parent company, American Honda Motor Company.

‘Unico’ premiered on November 19^th with the new album by the same name set for release in early 2013.  This year Joey received the SESAC LATINA 2012 award for ‘Songwriter of the Year’ as well as important nominations for Premio Lo Nuestro and Premios Texas.  The ‘Unico’ music video can be seen on his official YouTube channel.

By Cara O’Flynn, owner of Perspectiva Research (MediaPost.com)

David Chitel is a pioneer in the bilingual/bicultural Hispanic media and entertainment space. Preferring the term “New Generation Latino,” or NGL, Chitel has launched several companies targeting this demographic over the last 12 years, including the first Latino social network, the first Latino animated TV series, and an agency dedicated to helping Fortune 500 companies reach young Latinos through live events, magazines, the Internet, and college campus marketing.

In 2006, Chitel founded the New Generation Latino Consortium (www.NGLC.biz), an organization dedicated to hosting business conferences and fielding research studies focused on the NGL audience. His new company, NGL Media (www.NGLMedia.com), specializes in producing, aggregating and distributing in-culture and in-language video content for today’s digitally connected Latinos.

In this interview, we discussed how the market has changed over the last decade, advice for content creators wanting to attract young Latino viewers, and where he sees the market going over the next five years.

Q: You’ve been working within the bicultural/“New Generation Latino” demographic since 1999, when the focus in the industry was almost exclusively on Spanish media and the foreign-born segment. What inspired you to get involved in this market?

A: To start, I worked at a Hispanic ad agency, SiboneyUSA, for many years. There, I got a terrific foundation for everything I’m doing today. Though it mostly focused on Spanish-dominant Hispanics, it’s where I realized there was uncharted territory with respect to the bilingual/bicultural majority. 

What struck me was that NGLs were not only underserved, they were the majority of U.S. Hispanics. Even 10 years ago when the 2000 Census came out, U.S.-born Hispanics represented 60% of the total population. Nowadays, people are awake to the fact that this market exists and that it represents a big opportunity.

Q: What are the most important changes you’ve seen in this segment over the last decade?

A: There’s been the most change in media. The market itself has existed for many years but the biggest hurdle has always been aggregating and defining it from a media perspective. Now, there are more media vehicles dedicated to NGLs, and we’re seeing them portrayed in mainstream media and entertainment as well. And, of course, they’re a trendsetting group that’s part of the fabric of mainstream America. Among Latinos, it’s becoming very popular to retro-acculturate. They’re openly embracing their heritage in a more overt and visible way … which should be the case.

Q: Young Hispanics are increasingly watching English cable – especially networks like Nickelodeon, Disney, MTV, and Adult Swim. What advice do you have for English networks to attract a greater share of Hispanic viewers?

A: Great content is what attracts people to these networks. But then a deeper connection through the casting, the theme of the show, or other lifestyle touch-points could attract or engage NGL viewers. Don’t start with an idea that’s trying too hard to single out this demographic. If the content is solid, the rest falls out of that. 

Latinos, especially younger ones, really don’t like to be marginalized by “this is a show for Latinos.” It has to be balanced. When mainstream networks try too hard to be overtly Latino, they tend to get it wrong. A more subtle, nuanced approach is most effective.

Being linguistically relevant is less important than being culturally in tune with the NGL lifestyle and mindset. There are things that may not be “Latino” but that speak to the 18-24 demographic as a whole that are just as important as cultural or linguistic cues. 

Q: What are your predictions for the Hispanic marketing field five years from now?

A: I think digital will play a much larger role. We currently have less than 1% of the total market digital spend, so we are not getting our fair share when you look at the number of Hispanics online. We’re going to see a much more fragmented U.S. Hispanic TV market -- and that will include Spanish, NGL and mainstream networks. 

I hope we’ll see marketers planning Hispanic media from a more holistic total market perspective, not solely a linguistic one. Today’s U.S. Hispanic media buyers are getting budgets predominantly based on language. To get anywhere close to our fair share, marketers will need to feel comfortable targeting Latinos in a non-endemic environment. A great example of this would be the way Hispanics at NBCU is positioned.

Q: Are there any ways you see the Hispanic market starting to look like the general market five years from now?

A: I’m not a fan of the term “general market” – there is no general market. Hispanics are a significant part of the general market today. If you mean, do I think there will be a downswing in Spanish media – no. That’s where the bulk of the Hispanic media spending takes place today, and there’s plenty of room for growth. The question is how we are going to target, reach, and speak to the NGL majority using all means possible and not limiting ourselves to language. 

New York, NY – NGL Media (www.NGLMedia.com), the leading producer, aggregator and distributor of in-culture video content for digitally-connected Latinos, has produced a groundbreaking Digital campaign featuring singing duo Chino & Nacho, in conjunction with Universal Music Latin Entertainment and Zubi Advertising, on behalf of Ford Motor Company

NGL Media’s unique ability to produce and mass distribute in-culture video content, dually leverages Chino & Nacho’s enormous popularity amongst Latino A18-24’s, a sweet spot for Ford’s compact vehicle, the Fiesta.  In addition to organic integration within the ‘Bebe Bonita’ music video storyline, the campaign also touts an original webisodic series and a 30-second TV and pre-roll edit featuring the hit single.

The wildly popular Chino & Nacho have amassed over 130,000,000 views of their previous music videos, with individual videos surpassing the 20 and 30 million mark.  ‘Bebe Bonita’ marks a milestone for Chino & Nacho, as it’s their first bilingual single featuring R&B hit-maker, Jay Sean, whose video views are also in the hundreds of millions.

“When Ford and Zubi gave us the opportunity to do something completely out of the box with the Ford Fiesta, we knew NGL Media’s in-culture video everywhere™ approach would come into play, as it’s all about engaging Latinos whenever and wherever they consume video content.  Not only will there be engagement around Chino & Nacho’s music video, but also around the behind the scenes webisodes we’ll be mass-syndicating across our video network and the 30-second TV and pre-roll edit,” said David Chitel, CEO & Founder of NGL Media.

Chino & Nacho also tapped into the millions following them on Facebook and Twitter to create further engagement around Ford Fiesta’s Ready Pa’ Tu Mundosocial media pages.  In addition to messaging their fans about the Ford Fiesta shoot, Chino & Nacho did special promo videos to promote the “¿Qué Harías Por Un Fiesta? / What Would You Do For A Fiesta?” Facebook contest.

“This is a fun and unique partnership for Ford.  Chino & Nacho’s ‘Bebe Bonita’ featuring Jay Sean is reflective of our bicultural market’s unique music tastes,” says Dave Rodriguez, Multicultural Marketing Communications Manager at Ford. “We’re very pleased to have an organic tie-in within the music video and Chino & Nacho’s efforts, since the Fiesta is a natural part of their fans’ world.”

“Zubi is always looking for different ways to connect with individual targets for our Clients,” says Joe Zubi, Chief Operating Officer for Zubi Advertising.  “Ford Fiesta’s partnership with Chino & Nacho is a great example of how Latin music and celebrities can be a great conduit for sharing a brand’s personality.  The Fiesta is young and vibrant which comes through in this partnership.”

“More and more brands are working hand-in-hand with Universal Music Latin Entertainment because we offer the broadest and most successful roster of artists in the industry and strategically match them with their marketing and positioning needs.  Chino & Nacho have proven to be one of the most exciting and sought-after new faces in music with solid brand equity, thanks to their perfect blend of talent, positive image, uniqueness and credibility.  This partnership with NGL Media has helped produce a groundbreaking ‘Bebe Bonita’ music video and digital campaign.  We are thrilled to be part of it and hope to continue nurturing a long-term relationship between Chino & Nacho, NGL Media, Zubi and Ford,” said Luis Estrada, General Manager Universal Music Latino and Machete.

“This campaign with Ford Fiesta is a watershed moment for NGL Media, as we continue to build out our digital video distribution infrastructure and original branded content division led by our Chief Creative Officer, Ben DeJesus, to super-serve our core advertiser, content and publisher constituents,” said Chitel.

CLICK HERE TO WATCH MUSIC VIDEO!

NGL Media (www.NGLMedia.com) the leading producer, aggregator and distributor of in-culture video content for digitally-connected Latinos has made some major in-roads in 2011.  Having recently launched in July of this year, the company works with advertisers, premium content producers and distributors alike to provide unprecedented access to more Latinos regardless of where they are consuming video content, from Spanish-dominant moms to New Gen Latinos.

NGL Media’s mega video network already spans hundreds of sites including 16 owned and operated outlets all powered by VAST-compliant technology and populated with relevant in-culture and in-language advertiser-friendly shows.  In just a few short months, the company has forged partnerships with everyone from Hispanic ad networks to popular mid and long-tail sites to premium Hispanic and General Market platforms.  By bringing together turn-key technology, U.S. Hispanic-relevant content and blue chip advertisers, NGL Media is filling a significant hole in the digital space where the demand for premium Hispanic video inventory is at an all time high.  The company’s ability to serve video advertising around premium content across Hispanic and General Markets enables campaigns to be delivered at scale on a CPM basis, while simultaneously guaranteeing views in a hyper-targeted manner.

In addition to traditional online distribution, one of NGL Media’s owned and operated properties, UrbanoTV, recently launched on iPad and will be available on IPTV platforms including Roku, Boxee and YahooTV in early Q1 of 2012.  The apps feature over 30 different shows consisting of originals and premium short form content aggregated from within the company’s expansive video library.  Advertisers have the ability to integrate either sponsored and/or branded content on to these platforms as part of NGL Media’s offering.

“The response to NGL Media’s business model has been overwhelmingly positive across the board which is indicative of the problems we’re solving for each of our core constituents.  Advertisers, agencies, content producers, publishers, music labels and even large media companies seeking video inventory and new eyeballs for their content are all tapping NGL Media to help them achieve their goals.  Fulfilling our partners’ distinct business needs by marrying the engagement of video with the measurability and scalability of digital is an exciting proposition for NGL Media and the different areas of our industry that we serve,” said CEO and Founder, David Chitel.

Another milestone to be announced in early 2012 in conjunction with a major blue chip advertiser, involves NGL Media’s ability to integrate products into Latin artists’ music videos.  Coupled with behind-the-scenes content and a 30-second TV spot, the model also leverages earned media gained from the artists’ social media followings and the resulting organic views and engagement.  No other company in the Hispanic digital space is offering these types of Paid, Owned and Earned Media (P.O.E.M) programs with guaranteed views and turn-key execution serviced under one roof.

 “From music video integrations to branded web series and social media techniques, we’re focused on connecting with today’s Latino digital audience in new and innovative ways that aren’t limited to any one platform,” said Chief Creative Officer, Ben DeJesus.

In Q1 2012, NGL Media will also be syndicating its content across multiple video categories as a premium YouTube partner.  Original programs such as John Leguizamo’s 7 Train To Bogota – Tales From A Ghetto Klown will be interspersed on high reach platforms like YouTube and across NGL Media’s mega video network.  Other slate shows like Out of Bounds, a sports news and gossip show starring beauty queen, Elizabeth Sanchez, Mami Time with Hispanic mom, Giselle Achecar, Latino Taxicab Cuentos, The Aficionado featuring Ariel G, a celebrity stylist, techie and VIP hipster and Creando Tu Estilo with image consultant, Marisol Gomez, will be offered up to advertisers as part of a Digital Upfront.  Sponsors will be intimately involved in the creative process, as most shows intentionally exist in pilot form only to maximize organic integration possibilities.  NGL Media will also be working with advertisers to come up with original show concepts from scratch that are tailor-built around their core brand equities.  All branded content packages include premium distribution and guaranteed views delivered on a CPM basis at a fraction of the cost of traditional media.

“We’re very excited about our 2012 slate show line-up and what it means for our advertiser partners.  NGL Media is uniquely positioned to offer a great mix of cross-category programming for different target demos, coupled with the distribution capabilities to deliver guaranteed views across multiple platforms with massive reach potential,” said Chief Revenue Officer, Ben Leff. 

Advertisers, content producers and distribution outlets alike are invited to visit the company’s website at www.NGLMedia.com for more information about how to take advantage of NGL Media’s mega video platform.

By Alexandra Gratereaux (Fox News Latino)

For more than 20 years, John Leguizamo has made a name for himself in Hollywood, from his role in some 90 movies to his one-man Broadway shows, including Freak, Sexaholix…A Love Story, and Ghetto Klown.

Beyond his theater and movie gigs, Leguizamo has also helped launch digital entertainment channels, such as Urbano TV, and focused on distributing content made for Latinos, by Latinos.

Now, the Emmy Award winner is starting a new project: he’s launching NGL Media, an entertainment distribution company that hopes to produce and deliver video content through different media platforms. Similar to Urbano TV, the company will aggregate videos produced by independent producers and bloggers, among others.

Together with entrepreneur David Chitel, Leguizamo hopes to bring to new content to U.S. Latinos.

“We know there is a hunger for Latin people to hear themselves and their ideas and see themselves and their content represented in all the media,” Leguizamo told Fox News Latino. “Latin people are moving into a whole new stratosphere of the creative domain. We want to be on it early and get the younger ones who are testing it out.”

Chitel said putting this project together has been “a monumental task” that includes having a diverse selection of talent to feature.

“An example of shows and brands that you may be aware of is a TV show ‘El Vacilón,’” said Chitel, CEO and founder of NGL Media. “We are syndicating digitally. There is another show here in New York is called ‘Tu Nite’ with Lorenzo [Parro].”

Leguizamo said the new venture will also give Latino celebrities a chance to promote “their hobbies.”

“Hopefully, it will be a place for them to try something that they have always wanted to do,” said Leguizamo.

By Erik Sass (MediaPost.com)

With the Latino market growing in both numbers and spending power, new media companies are popping up to help advertisers reach the burgeoning demographic. NGL Media, which specializes in delivering both Spanish and English-language video content to Latino audiences across a variety of digital media platforms through partnerships with premium content producers and distributors, has launched.

The company can also boast of celebrity support; actor-comedian John Leguizamo is a partner and spokesperson for the NGL’s content aggregation and sponsorship hub, UrbanoTV.

NGL has already amassed a video library of “in-culture” content from over 100 Latino producers and is also working with producers to create original content, focusing on “advertiser-friendly episodic productions” offering opportunities for brand integration and product placement.

Most of the video will be short-form content suitable for distribution via the Web, social media, smartphones, IPTV, tablets and VOD.

NGL CEO and founder Dave Chitel stated that the new company would satisfy multiple demands: “Independent Latino content producers are looking for greater exposure and ways to monetize their work, while professional content outlets are always seeking more eyeballs around scalable revenue-driven opportunities.”

NGL is just the latest in a flurry of deals and new launches to enable content-sharing, content creation, and marketing targeting Hispanic audiences.

And in January of this year, Audio Network, which creates and syndicates music for use in broadcast programming, announced that it struck a deal with Disney Latin America and renewed deals with leading Hispanic broadcasters and content creators, including Telemundo, Claxson, Warner, SiTV, HBO Latin America and Cinelatino.

In December 2009, Univision upped its investment in original content with the launch of a new production company, Univision Studios, based in Miami. In January 2010, Hispanic MediaWorks struck a deal with Telenueva TV, which provides Telenueva TV with ad sales representation in exchange for access to some of its content through syndication.

In July 2010, San Diego-based EPMG announced a partnership with MobileEdgeMedia Group to create a new service targeting mostly Hispanic audiences with standard text message integration, mobile coupons and various video content options, including Web-to-mobile video and user-generated mobile video.

According to the American Community Survey, there are now more than 45.4 million Hispanics living in the U.S., representing 14.6% of the total population of 308 million. That’s twice the number living in the U.S. two decades ago. If current trends continue, the number of U.S. Hispanics will triple to roughly 130 million by 2050, when they will make up one-third of the total population.

Over the last half-decade, Hispanic buying power has also steadily increased, from an estimated $800 billion in 2006 to $850 billion in 2007, $950 billion in 2008, and $1 trillion in 2009. It is on course to reach $1.3 trillion by 2013 and $1.5 trillion by 2015, according to projections from the Selig Center for Economic Growth at the University of Georgia.

New technology adoption is also rising dramatically. According to Scarborough, the proportion of Hispanic adults living in a household with smartphone access jumped from 5% in 2005 to 19% at the end of 2010. The latter figure compares with 23% for the general population.

Producing and Delivering Premium In-Culture Video Content

Across Media Platforms On An Unprecedented Scale

New York, NY (July 6, 2011) – NGL Media (www.NGLMedia.com), a new company from Latino media and entertainment entrepreneur, David Chitel, launches today unveiling a groundbreaking approach to addressing Latinos through premium in-culture video content across Digital media on an unprecedented scale.  The company is aimed at working with advertisers, premium content producers and distributors alike to provide transparent access to more Latinos regardless of where they are consuming video content or what language it is in, from moms to urbanites.

Producing high quality in-culture branded content and distributing it far and wide is just one of the services that NGL Media has to offer.  Having already amassed a video library from over 100 Latino content producers, the company’s in-house team is also working directly with emerging Latino talent to create an unlimited fresh supply of advertiser-friendly episodic productions.  Specializing in short form content that can be effectively distributed and consumed across Web, Social Media, Smartphone, IPTV, Tablets and VOD, NGL Media works directly with advertisers and their agencies to seamlessly integrate their brands unencumbered by limitations imposed by any one medium, outlet or content source.

“As I set out to build NGL Media, I threw out the rule book and asked myself what advertisers, content producers and distribution outlets are most looking to get out of today’s Latino media and entertainment space.  Advertisers are looking for innovative ways to engage consumers using a premium combination of paid, owned and earned media leading with in-culture video content.  Independent Latino content producers are looking for greater exposure and ways to monetize their work, while professional content outlets are always seeking more eyeballs around scalable revenue-driven opportunities.  Distribution outlets are similarly seeking a turn-key source of in-culture video content they can quickly and seamlessly integrate into their platforms to generate more high value impressions.  I’m proud to say that NGL Media delivers on all fronts complete with a transparent tracking system enabling our campaigns to be scaled and optimized accordingly,” says CEO and Founder, David Chitel.

NGL Media’s ability to serve video advertising around premium content on both Hispanic and General Market outlets enables campaigns to be delivered at scale on a CPM basis, while simultaneously guaranteeing views regardless of the Latino target audience.  Beyond associating brands with particular shows, NGL Media offers advertisers the ability to take over entire genres of video content that speak to their brand equity and core demo.  Media campaigns may also include blog and social media PR initiatives leveraging NGL Media’s arsenal of over 100 Latino bloggers from across the U.S.  If an advertiser or media outlet simply has branded content they want to be seen in a culturally-relevant environment, NGL Media can serve as the go-to partner to ensure targeted delivery and guaranteed views.

“Our goal is to deliver for each of our core constituencies including advertisers, premium content producers and distribution outlets to provide a high quality brand-building experience around the content we produce and aggregate, on any and all outlets where Latinos are watching.  Sharing revenue with our premium content and distribution partners makes it a win-win for everyone,” says Chief Revenue Officer & Partner, Ben Leff.

John Leguizamo, another NGL Media partner and spokesperson for the company’s content aggregation and sponsorship hub, UrbanoTV, has been on board since the beginning.  This is Leguizamo and Chitel’s second venture together, with the first, LatCom Communications (previously iCaramba.com), being sold in 2006.

NGL Media will be hosting meetings with advertisers, media buying and planning agencies and branded entertainment units in the coming weeks in anticipation of more formal Digital Upfront discussions later this year.  The company is also very interested in speaking with prospective content producers and distribution outlets from professional to independent.  Private video webcasts will be scheduled for those who are interested in immediately learning more about NGL Media’s offerings.  Others can visit the company’s website at www.NGLMedia.com for more information.

By Felipe and Betty Ann Korzenny 

This book is about using cultural insights to connect with Latino consumers. It’s about marketing strategies that tap into the passion of Hispanic consumers so that marketers and service providers can establish the deep connections they need for a successful campaign. This book provides an understanding of the Latino consumer that goes beyond simplistic recipes.

This highly revised and expanded edition comes on the heels of new US Census figures: Hispanics now account for 53% of the US population growth since 2000, soaring to over 16% of the total population. Corporations are now realizing that they must incorporate Hispanic cultural values into their products, services, and communications.

This edition reflects and responds to the profound changes the Latino market has experienced since the first edition. It considers the way in which changes in cultural identity, immigration, economics, and market synergies need to be addressed in a new relationship with Hispanic consumers.

Twenty-five new industry case studies illustrate the chapters. These case studies show how brands from diverse categories have developed a cultural understanding of their Latino target and created campaigns that established strong bonds.
Selected endorsements:

“Felipe and Betty Ann have evolved their earlier work on Hispanic Marketing into a new and even stronger work that pushes the reader to become more strategic and thoughtful when developing marketing platforms for Latinos. The conceptual framework of Hispanic Marketing: Connecting with the New Latino Consumer is a thoughtful approach around creating marketing actions that are based on a deep understanding of Latino culture. The reader is provided the tools to be able to better interpret the cultural nuances of being Hispanic and how to make more informed and empathic marketing decisions.”

The bi-cultural experience that New Generation Latinos encounter helps shape how they view their role in U.S. society. They have a different “value set” than their Caucasian counterparts that gives them unique attitudes and opinions on education, their career, finances, and much more.

To find out more CLICK HERE