Tommy Mottola & Lex Borrero Acquire Arro Media, Launch New Cultural Agency

eon 16’s co-founder/CEO Lex Borrero and Ntertain chairman Tommy Mottola teamed up to acquire Arro Media, a music marketing and social media agency that boasts a roster of clients like Adidas, Red Bull, NFL, XBOX, Bacardi, The Latin Grammy Cultural Foundation and more.

Founded by Cristina Arcay, the company will be rebranded as AM16.

“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 and Mottola in a press release. “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 will find the intersection between music, entertainment and culture. Together, they will bring Arro’s capabilities with Neon16’s “innovative approach to cultural storytelling and experiential activations,” they said. The merger will include brand strategy and partnerships, product development, content production, music marketing, social media management, digital marketing, public relations, creative design services and experiential events. 

“Launching AM16 agency represents an exhilarating new chapter in my career and the future of Arro,” said Arcay, who is appointed as co-president. “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.”

Chief marketing officer and co-president Gerry Rojas added, “I feel empowered and excited to be working in a Latino-owned agency where we’re reimagining how brands and artists tell their stories authentically, while raising the Latin cultural currency and creating a true, positive impact rooted in music and culture.” 

Neon16 works with A-listers such as Tainy, Thalia, Juan Luis Guerra and Danna Paola. Earlier this year, the company also played a key role in the Netflix Original series La Firma — a Latin music competition that sought to sign the next big Latin music star, featuring Tainy, Rauw Alejandro, Nicki Nicole, and Lex Borrero. 

Borrero and Mottola also executive produced Thalia’s music docuseries, Thalia’s Mixtape, via Ntertain on Paramount+.