NGL News

NGL Partners With Universal Latin to Connect Artists and Advertisers

By Leila Cobo (Billboard)

In an effort to find better branding opportunities for its artists, Universal Music Latin Entertainment has partnered with NGL Collective, a media company that connects advertisers and “new generation Latinos” through different video platforms.

NGL will create specific digital video content, including webisodic video series, branded music video integration and social media amplification in an effort to connect advertisers to UMLE’s roster. Past NGL efforts with UMLE acts include a campaign for Ford Fiesta that featured a Chino y Nacho music video with a Ford Fiesta integrated as part of its story line.

UMLE’s roster also includes Luis FonsiJ BalvinAlejandro FernandezKarol G and Los Tigres del Norte.

“Our partnership with Universal Music Latin Entertainment is another example of NGL refreshing the marketplace and providing advertisers with the ability to connect with Latinx consumers in new and innovative ways,” said in a statement Joe Bernard, CRO, NGL Collective.

“The great thing about our relationship with NGL Collective is their ability to help bridge the gap for our artists to work with the biggest and best brands leveraging our full arsenal of assets and their world class digital video platform,” added Victor Gonzalez, president, Universal Latin Music Entertainment.