Lex Borrero and Tommy Mottola Aquire Arro Media and Launch Multimedia Cultural Agency

By Kyle O'Brien 

Latin entertainment media company Neon16, founded by Lex Borrero and producer and artist Tainy, has acquired Latina-owned-and-led Arro Media, a music marketing and social media agency founded by Cristina Arcay. The merger unites Arro Media’s capabilities with Neon16’s unique approach to cultural storytelling and experiential activations.

The new agency, which will be rebranded as AM16 Agency, will function at the nexus of Latin music and culture and looks to transform the industry with an innovative approach. The team already boasts a client roster that includes Shark Ninja, Meta, Adidas, Red Bull, NFL, Xbox, Bacardi and the Latin Grammy Cultural Foundation, along with talent including Thalia, Tainy, Danna Paloa and Juan Luis Guerra.

Arcay will serve as co-president of AM16 alongside Neon16’s newly appointed chief marketing officer Gerry Rojas, who brings a vast background in entertainment marketing, including leading efforts for NBCUniversal, the Latin Recording Academy and People en Español.


L-R: Tommy Mottola, Cristina Arcay, Gerry Rojas & Lex Borrero

“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 Borrero, who serves as CEO, along with 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.”

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.

“Launching AM16 Agency represents an exhilarating new chapter in my career and the future of Arro,” said Arcay in a statement. “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.”

Rojas added that he feels empowered to be working in a Latino-owned agency that is reimagining how brands and artists tell their stories authentically, while raising the Latin cultural currency and creating a positive impact rooted in music and culture.