Earlier this year, NTERTAIN, the Latinx-focused content and media company led by Lex Borrero, Tommy Mottola and Tainy, acquired Official Latino film festival.
The company subsequently renamed the event, which celebrates its tenth anniversary this year, NVISION Latino Film and Music Festival. The inaugural festival will be held this week, October 10-12, at the Palm Springs Museum in California.
Here, Borrero explains the reasoning behind the acquisition, the shift in focus, plans for a Tommy Mottola documentary, and what’s next for Latin music…
What made you want to acquire the Official Latin Film Festival?
Combining the official Latino Film and Music Festival with NTERTAIN is a natural step in our mission to amplify and empower Latino voices in the film and entertainment industries.
Historically, Latino stories and talents have been underrepresented in mainstream media. We represent less than 5% of our on-screen, off-screen and executive leadership roles. The festival has a strong foundation for showcasing Latinx filmmakers and creators, and I see an opportunity to take it to the next level.
Our goal is to create a larger platform that not only promotes our heritage but opens doors for the next generation of Latinx talent, giving them the visibility and resources they need to thrive.
Can you give us a little background on the event, the audience it attracted, and its role in championing Latino culture?
Founded in 2015 by renowned Latino filmmaker and photographer Danny Hastings, the event’s mission is to elevate and celebrate Latino voices in film and provide a platform for artists to showcase their creativity , resilience and a platform for diverse perspectives.
The festival plays a key role in amplifying underrepresented narratives, particularly those from Indigenous, LGBTQIA+ and Afro-Latinx creators. This year, nearly 60% of the films screened were directed by women and approximately 20% were from LGBTQIA+ filmmakers, underscoring the festival’s commitment to diversity. By bringing these stories to the forefront, NVISION not only champions Latino culture, but also fosters a sense of community and belonging, ensuring that our rich heritage is passed down and protected for generations to come.
What are the main changes you would like to make to the festival?
This year we are excited to be laying the foundations for the future of the festival. We’re making some changes and evaluating what works and what doesn’t. We are excited to be able to incorporate a stronger musical element into the festival.
In addition to our film program, we will feature music panels and performances, including Mexican singer Sofia Reyes, who will premiere a new song, and Ecuadorian pop superstar Alex Ponce. There will be live performances. By fusing film and music, we aim to highlight the role of music in shaping cultural narratives and create a more vibrant and dynamic experience for audiences.
What is your expected audience size?
We expect attendances this year to be in the thousands, reflecting not only the growth of the festival but also our expanded program (including music and film).
While we have traditionally attracted a multicultural audience passionate about Latin art and storytelling, this year we aim to further expand our reach by engaging music lovers, industry professionals and a younger audience who are passionate about our legacy Interested in new music-centered elements.
What does NTERTAIN bring to the festival in terms of image, content and scale?
NTERTAIN brings a clear vision for growth and our greatest strength is our strategic understanding of where and how to grow the festival brand.
While the festival already has a strong foundation in its message and identity, our collective goal is to expand that framework. Our aim is to increase industry credibility and provide expertise, ensuring creatives have the best platform to showcase their work. By combining the festival’s existing ethos with our experience, we can expand its reach, scale and profile within the industry.
What areas of Latin music culture and industry do you hope to showcase?
We focus on showcasing the diversity and global influence of Latin music, from reggaeton to Latin pop, while highlighting emerging and established talent.
Additionally, we spotlight the intersection of music and film through panels such as “Soundtrack: The Power of Music in Film,” which delves into how music amplifies a film’s narrative, as well as art and innovation in music videos, highlighting Learn how music videos became a dynamic, boundary-pushing art form.
How has the wider Latin music industry reacted to your acquisition of the festival and the addition of new promotions and networking events to its calendar?
The response has been overwhelmingly positive. Industry leaders are excited about the increased collaboration and visibility the festival now offers.
By adding music panels, live performances, and a dedicated online platform, we’ve created a space where artists, producers, directors, and executives can connect, exchange ideas, and promote Latino talent on a larger scale. This is seen as a great addition to the calendar, providing more opportunities for the community to thrive.
How much of the ambition is to be a public showcase for Latinx artists, and how much of it is to talk to the industry and make sure that the culture and talent in the industry gets more recognition, more respect, and more opportunities?
I believe it’s a balance of both. Our goal is to provide a powerful platform where Latin artists can showcase their talent to a wider audience, but just as importantly, we want to engage directly with the industry.
The main goal is to ensure that Latino culture and talent receive the recognition, respect and opportunities they deserve, which have been denied them for so many years. By creating spaces for dialogue and collaboration within the industry, we are working to open more doors and break down barriers for Latinx artists.
Are there plans to increase the presence of music, perhaps to a 50/50 split between music and film?
With Latin music on the rise globally, we’re excited to see its influence continue to grow, and while we’re not aiming for a strict 50/50 split, we definitely want to increase its presence at festivals.
We want to see Latino representation in the film industry grow as fast as music. Both industries have tremendous potential to cultivate Latino talent, and we plan to create a balanced platform where music and film promote and support each other’s growth.
Where do you think the music industry currently stands in terms of the rise and influence of Latin music on the global stage?
The Latin music industry is experiencing an incredible moment of growth and influence on the global stage. Latin genres such as reggaeton, Latin pop and regional Mexican music dominate the charts, reaching audiences well beyond traditional markets.
“This momentum will only continue to grow as the global demand for Latino talent continues to grow.”
Artists like Tainy, Bad Bunny, Karol G, Manuel Turizo, Grupo Firme, Nodal and more continue to break records, and the world is taking notice of the unique blend of culture and creativity that Latin music has to offer. This momentum will only continue to grow as the global demand for Latinx talent continues to grow.
How much room for growth is there—and what do you think will best drive that growth?
The Latin music industry still has huge room for growth. Today’s audiences are hungry for unique sounds and fresh talent, and Latin music provides just that – authenticity that resonates globally.
Continued innovation, collaboration across genres, and investment in emerging Latino artists will be key drivers. As long as we push creative boundaries and keep delivering new and exciting music, demand will only increase and the influence of Latin artists will continue to grow.
What are the main achievements of the NTERTAIN Group so far this year?
We started the year by selling Choliseo in PR with Tainy, making him the first producer ever to do so. We launch NVISION, wrapping up our second season Montanans Disney, and our recent co-management signing with actor/artist Will Smith.
What are your main goals for next year?
Our main goal for next year is to expand in multiple areas. Musically, we’re excited to sign new talent and develop emerging artists to continue pushing the boundaries of Latin music.
We’re also very excited about a documentary about the life of industry mogul Tommy Mottola and a second season. Montanans. On the sports side, we are considering going even further with a documentary series on F1 legend Juan Pablo Montoya and continuing the campaign during Formula 1.global music business
