@What: NGL Media, the Latino video marketing solutions company co-founded by CEO, David Chitel, and actor John Leguizamo, is expanding its operations around a newly branded full-scale production division, NGL Studios.
Why it matters: Video marketing solutions companies are increasingly investing in content production as the branded content business is growing fast.
Multicultural Video Marketing Solutions Company NGL Media is launching a content production division called NGL Studios. Led by NGL Media’s Chief Creative Officer and multi-platform director, Ben DeJesus,the NGL Studios in-house team will spearhead productions around branded digital content, TV commercials, broadcast programming and documentaries in both English and Spanish. Co- founder, John Leguizamo, will also be involved on a project-to-project basis. “Over the past few years we’ve produced all types of content, from branded entertainment to documentaries and even music video integrations. Solidifying production under NGL Studios as a standalone division is a natural evolution of our business,” says DeJesus, who will serve as President. The new division has production offices in New York, Los Angeles and Miami, but “goes wherever the story takes them,” as their mantra states.
NGL Media CEO David Chitel notes that “today’s production services landscape really lends itself to what we’re doing with NGL Studios, as advertisers, agencies and media companies alike are looking for partners who can seamlessly create great content with top talent that resonates across platforms.” Chitel tells Portada that NGL Studios is not the typical production studio, because it specializes in producing content and brand integrations of all types whether it be original custom series, music videos or TV shows of all lengths regardless of the medium. “We also serve as the conduit to identify and contract talent from celebrities to influencers, all while providing the dual ability of both producing and distributing content through our proprietary video platform. Lastly, because we’re not a forward-facing media entity with usage restrictions, our advertiser partners can utilize the content we produce anywhere and everywhere they choose across all platforms.”
Because we’re not a forward-facing media entity with usage restrictions, our advertiser partners can utilize the content we produce anywhere and everywhere they choose across all platforms.
At the moment, NGL Media only produces and distributes content if a brand is involved. “We do plan on launching a consumer-facing entity, but for now our work is very brand-centric,” Chitel adds. Brands NGL Studios works with include Buchanan’s, Valvoline, California Milk Board, Ford Fusion, Amtrak, Lexus, Dodge, P&G Orgullosa, Dodge, Jack Daniel’s, Claritin and Ford Fiesta.
We do plan on launching a consumer-facing entity, but for now our work is very brand-centric.
Most of the production work NGL Media does comes through agencies that fall into two key buckets: “Media groups and Branded Entertainment divisions. In either case, given that NGL Media both produces and distributes content, we almost always have a paid media component to our plans that typically span Paid, Owned and Earned.”
Influencers and Celebrities
Virtually every branded entertainment program that NGL Media produces involves an Earned Media component of some type. “All of our talent contracts with celebrities and influencers alike include deliverables related to their social media footprints. Moreover, we often amplify further by partnering with bloggers and influencers who participate in promoting the content we produce, even if they themselves don’t appear in it.”
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