Lex Borrero’s Latin media powerhouse NEON16 and music business legend Tommy Mottola have acquired Latina-owned and led ARRO MEDIA, a music marketing and social media agency founded by Cristina Arcay.
According to the companies, “the merger unites ARRO MEDIA’s capabilities with NEON16’s innovative approach to cultural storytelling and experiential activations”.
Rebranded as AM16 AGENCY, the company’s client roster includes the likes of Shark Ninja, Meta, Adidas, Red Bull, NFL, Xbox Bacardi and the Latin Grammy Cultural Foundation.
The company also works with talent such as Thalia, Tainy, Danna Paola and Juan Luis Guerra.
The acquisition arrives a couple of weeks after Firebird – co-founded by ex-KKR Partner Nat Zilkha and ex-Ticketmaster CEO Nathan Hubbard, with Raine Group as its lead investor – revealed the names of a number of other music and music-adjacent companies in which it has acquired stakes.
Amongst these companies was Ntertain, a Latin-focused content and media company co-founded by entrepreneur Lex Borrero, producer Tainy, and music executive Tommy Mottola.
(Outside of Ntertain, Borrero runs music companies including talent management house NEON16, which he previously told MBW is aiming to become “the Roc Nation or the Bad Boy of Latin music”).
Arcay will serve as Co-President alongside NEON16’s newly appointed Chief Marketing Officer Gerry Rojas.
Rojas brings a background in entertainment marketing, including leading efforts for NBCUniversal, the Latin Recording Academy, and People en Español.
AM16’s capabilities include brand strategy and partnerships, product development, content production for all platforms, 360 creative design services, music marketing, social media management, digital marketing, public relations, and experiential events.
“Today’s announcement further differentiates our capabilities from competitors and will bring an even more comprehensive offering to our clients and partners.”
Lex Borrero and Tommy Mottola, NEON16 and NTERTAIN
“We have built a growing agency that will redefine how brands connect their marketing and advertising to the Latin culture because we live it day in and day out,” said Lex Borrero, CEO and Tommy Mottola, Chairman of NEON16 and NTERTAIN.
“Our team has a finger on the pulse of trends, uniquely positioned to spot them before they happen, across music, television and film.
“Today’s announcement further differentiates our capabilities from competitors and will bring an even more comprehensive offering to our clients and partners.”
“Launching AM16 AGENCY represents an exhilarating new chapter in my career and the future of ARRO.”
Cristina Arcay
Cristina Arcay, co-President, said: “Launching AM16 AGENCY represents an exhilarating new chapter in my career and the future of ARRO.
“As a Latina entrepreneur, being able to lead and learn alongside our new partners represents a huge opportunity to reshape the industry by championing diversity, elevating ideas and fostering cultural movements that resonate with audiences worldwide.”
“I feel empowered and excited to be working in a Latino-owned agency where we’re reimagining how brands and artists tell their stories authentically.”
Gerry Rojas
Gerry Rojas, CMO added: “I feel empowered and excited to be working in a Latino-owned agency where we’re reimagining how brands and artists tell their stories authentically, while raising the Latin cultural currency and creating a true, positive impact rooted in music and culture.”Music Business Worldwide