NEON16’s Lex Borrero, veteran music executive Tommy Mottola and representation firm Range Media Partners have joined forces to launch new multimedia entertainment company NTERTAIN.
The venture will focus on the creation, development and production of content across all platforms and will bring Latin stories to the forefront by representing the global power and success of Latin talent, brands and culture.
“We began having conversations about the potential of launching the company right in the middle of the pandemic as we realized how important content had become and the need for more Latin stories,” says Borrero, co-founder and president of Miami-based talent incubator NEON16 which he launched with Tainy in 2019.
Mottola says, “Latinos are still 100% unrepresented in Hollywood and in the media with the exception of certain stereotypical roles. Our plan is to dramatically change that with great cultural programming both scripted and non-scripted and we believe it is a huge opportunity for authentic content that we are developing.”
Hollywood projects starring Latinos are still rare. According to a study by the USC Annenberg Inclusion Initiative released last year, only 5% of the speaking roles in 2019’s top 100 movies went to Latino actors. That demographic group represents 18% of the U.S. population. Meanwhile, Latin music grew 14.56 million units in the first six months of 2020 and now comprises 4.09% market share of the total U.S. music market, according to last year’s Nielsen Music/MRC Data’s midyear report.
“Latin music is now the global pop culture,” adds Mottola. “It is the center of the universe appealing not just to Latinos but all general market audiences on all streaming and social media platforms. NTERTAIN will develop unique and 100% authentic content and programming that will resonate with the global pop general market and beyond.”
The multimedia company will be headquartered in Miami headed by Borerro and Mottola in partnership with Range Media Partners, a management and brand development company led by CEO Peter Micelli and founded in 2020 with clientele spanning film, television, music and literary publishing.
“We are so proud to put our collective experience together to support exceptional Latin talent in creating and shaping culture through music and storytelling,” Micelli said in a statement. “The NTERTAIN partnership speaks right to the essential mission and vision of Range Media Partners, and the kind of industry change we hope to help facilitate.”
Chart-topping producer Tainy will also join the NTERTAIN team as a partner.
According to Borrero, projects are currently in production and NTERTAIN will be releasing content before the end of the year via major streaming platforms.