Vanessa Vigil is the Chief Brand Officer for NGLmitú, the leading digital media and entertainment company dedicated to inspiring, elevating, and super-serving U.S. Latinos. She leads the Brands Team, who engages millions of US Latinos on social media daily.
Vanessa oversees content and audience growth strategies, across the company’s portfolio of consumer-facing brands on editorial, social, video and experiential.
NGLmitú is a platform built for Latinos by Latinos, committed to representing both the collective and unique experiences of the 200% generation; 100% American and 100% Latino. As a U.S.-born Latina, Vanessa admired mitú as a company that accurately captured her experiences and identity.
With 17 years of experience in media and marketing, Vanessa jumped at the opportunity to become part of the mitú team in 2019 when she made the switch from the agency to the publisher side. She loves working with a team of talented and passionate Latinos that are as dedicated to NGLmitú’s mission and success as she is.
Vanessa and the NGLmitú team are committed to representing Latino communities the way they see them: resilient, innovative, powerful and vibrant. Through storytelling, content and being rooted in the community, they want to inspire and enable Latinos to occupy their rightful spaces and influence change. Together they believe that we owe it to the next generation, which is already a multicultural majority, to show them that change makers of color exist so they can continue breaking ceilings.
Reel 360 News had a chance to speak with Vanessa and learn more about mitu.tv and how they are providing Latino culture with relevant content.
How did you get into the industry?
In college, I had a few internships in marketing and entertainment, so before graduating I reached out to several companies in LA with publicity departments. I interviewed at Arenas Entertainment in Beverly Hills. Their opening was in the Media department, and I got the job despite not knowing exactly what I was getting into. It turned out to be the perfect mix of combining my cultural identity with advertising and entertainment.
How great is the desire for Hispanics to connect with stories that are authentic?
It is such a basic human need to feel connected, to be seen, and to have a sense of belonging. That is what representation in media and storytelling does. So of course the desire for Latino stories is great – and more importantly, the desire is varied and expansive which is why we need more than one or a few stories told.
We need to create the space and opportunity to tell all sorts of stories that reflect our rich diversity of backgrounds and experiences.
What kind of opportunity do you see for content creators and producers?
I think the fragmentation of media is a good thing for Latine content creators and producers. The decision to greenlight projects is no longer in the hands of a few powerful studios. Streaming media companies and digital media are creating more inclusive slates that value diverse storytelling and creativity.
And of course, we are creating opportunities as well: mitú Studios, our 14,000 square-foot studio in East LA, is a production facility that we want to be a beacon for our community; a place where Latine creators can come in for collaboration with mitú, or to create their content using our space. And we have the distribution channels to amplify and showcase this content as well, with our established social channels and recently launched mitu.tv.
How vast is the content gap?
The content gap is vast, and there is significant research pointing to the disparity between Latinos’ population (20% of the US population) and representation in content – whether in front of, or behind the screen, in TV/streaming and in films.
We’re seeing some notable wins in Latino-led content, but nowhere near our share of the population. Whether as Latino leads, screenwriters or directors – we still hold single-digit percentages and that needs to change. I believe this will only change when executive teams also become more diverse, so the people in decision-making positions, will value the importance of representation.
Last August NGL merged with mitù, how has the partnership been so far?
Our companies shared a lot of values and parallel journeys, so our joining made a lot of business sense. Like any new relationship, there was an adjustment period but I can genuinely say that we’re a fully combined and happy family now.
Our people are immensely talented and hard workers and we are feeling the benefits of combining our strengths. There is a lot of excitement around the potential we’re going to unlock together.
What was the catalyst for the merger?
Simply put, the desire for growth. NGL Collective has been tremendously successful as a media and advertising entity, with the bulk of their business coming from their top-ranked video ad network. mitú has developed impactful consumer-facing brands primarily on social, creating a highly engaged audience and a platform for amplifying Latino voices and content.
Joining our strengths allows us to be a one-stop solution that is still dedicated to the Latino community and to helping brands and advertisers connect with this powerful consumer segment.
How will NGLmitù satisfy the Latinx desire for entertainment and authenticity?
Authenticity starts with our team being 90%+ Latino, so when we say we create content for Latinos BY Latinos, we mean it. We welcome diversity in style, storytelling, and talent and are constantly seeking creators to collaborate with and amplify on our platforms.
Our merger with NGL also brought the creative force of our Chief Creative Officer, Ben DeJesus, as well as an east coast POV that is a great compliment to mitú’s west coast identity.
With the success of Scream and Wednesday, Jenna Ortega seems to be the face of the new generation of Latinx stars. Who else do you see on the rise?
Ariana Bose, Selena Gomez, and Becky G are all in the spotlight and having a significant impact in their own right. There are so many more not listed here, but these are just a few that come to mind. There is also a powerful roster of talent from shows like On My Block, Vida, and hopefully our mitú shows – that will truly be the next generation of Latinx stars.
REELated:
Last year, Batgirl was abruptly canceled by Warner Bros after completing production. What are your thoughts as Leslie Grace would have been the first contemporary Latina to head a CBM?
It was definitely disappointing. We need more Latinas in leading roles, and comic book movies have the widest audience appeal, so this was a huge loss.
The energy we felt as Latinos watching Wakanda Forever was electrifying and empowering. We need more of that. Leslie Grace would have not just represented Latinos, and women, but also Afro-Latinas whose representation is even rarer. I really hope it finds its way back to the public eye.
How can brands connect more with the Latinx audience?
Hire Latinx talent in all realms of business – and empower them to inform your strategy and business decisions on how to engage the undeniable force that is the Latino community.
Vanessa, what keeps you up at night?
As a mother and a Latina executive, I wonder how our culture will persevere through future generations. I always feel I don’t do enough to pass it forward – to my kids, or to other professionals. There is something so special about growing up Latino, that I hope we don’t lose as generations are increasingly US-born. I think a lot about how our business will evolve to remain dedicated to Latinos, even as they become increasingly part of American culture.
At the same time, I think Black culture is an incredible example of the ability and power of retaining culture, identity, and community, and I hope we can do the same as Latinos.
Jessica Velle reports on entertainment, politics, social media and stories relevant to the Latinx community. She can be reached at Jessica@reel360.com.
