Introduction
In an era where Latin music is no longer a niche but a global cultural force, Lex Borrero has emerged as a visionary architect behind its meteoric rise. From humble beginnings in The Bronx to commanding boardrooms in Miami and Hollywood, Borrero has redefined the way Latin culture is created, curated, and consumed. As the co-founder of NEON16 and CEO of NTERTAIN Studios, he is not just riding the wave of Latin music’s popularity—he’s building the tide.
Early Life and Musical Roots
Born on February 6, 1985, in The Bronx, New York, to Colombian immigrant parents, Lex Borrero’s passion for music ignited early. The vibrancy of New York’s multicultural neighborhoods, combined with his Latin roots, deeply influenced his sonic sensibilities. At just 17, he signed his first artist under his independent label, Lex Prods—a bold move that foreshadowed his entrepreneurial future.
His early foray into the music business was marked by a determination to elevate Latin artists and merge genres in ways that felt authentic. Borrero understood that Latin music wasn’t just reggaetón or salsa—it was a spectrum of sounds and stories deserving of a broader stage.
NEON16: Revolutionizing Latin Music
In 2019, Lex co-founded NEON16 alongside world-renowned producer Tainy, a frequent collaborator of Bad Bunny and J Balvin. With its headquarters in Miami, NEON16 quickly became a creative powerhouse, blending artistry, innovation, and commercial strategy. The company’s mission is clear: to develop and amplify Latin talent in ways the industry hadn’t seen before.
NEON16 has worked with artists including J Balvin, Justin Bieber, Maroon 5, Lauren Jauregui, and Bad Bunny, breaking barriers across global charts. In just a few years, Fast Company ranked NEON16 as the #1 Most Innovative Music Company, lauding its trailblazing approach to fusing culture with music.
What sets NEON16 apart is its willingness to blur the lines between music, fashion, tech, and storytelling. “We are not just a label—we are a movement,” Borrero often says, emphasizing the collective’s role in reshaping the Latin narrative in mainstream media.
NTERTAIN Studios: Amplifying Latin Voices in Visual Media
Recognizing the need for Latin representation beyond music, Lex launched NTERTAIN Studios in 2021 with legendary music executive Tommy Mottola and Range Media Partners. The goal? To produce authentic, high-quality Latin storytelling for global audiences.
NTERTAIN’s portfolio includes the Disney+ docuseries “Los Montaner”, which follows the life of the Montaner family—icons in Latin music—and Netflix’s “La Firma”, a groundbreaking music competition series where Borrero serves as a judge alongside Rauw Alejandro, Yandel, and Nicki Nicole.
These projects aren’t just entertainment—they’re cultural artifacts, spotlighting the intricacies, aspirations, and evolution of Latin identity. Through NTERTAIN, Borrero is helping to diversify the media landscape, ensuring that Latin creators are both in front of and behind the camera.
AM16: Merging Media and Culture
In 2023, Borrero expanded his reach further by acquiring ARRO Media and rebranding it as AM16. This full-service creative agency bridges the worlds of entertainment, branding, and culture, with an emphasis on purpose-driven campaigns.
Whether it’s partnering with Fortune 500 brands or launching cultural campaigns that resonate with Gen Z and Millennial audiences, AM16 under Borrero’s leadership continues to blur the lines between influence and impact.
Accolades and Industry Recognition
Lex Borrero’s contributions haven’t gone unnoticed. He’s been featured in Billboard’s “40 Under 40”, Latin Power Players, and Variety’s Miami Entertainment Impact List. Publications like Forbes, Rolling Stone, and The Hollywood Reporter have praised his innovative business strategies and cultural foresight.
His ability to identify talent, build scalable businesses, and remain culturally rooted makes him a unicorn in the modern entertainment industry.
Mentorship, Diversity, and the Future
Despite his success, Borrero remains committed to mentorship and representation. He frequently speaks about the importance of opening doors for underrepresented voices—not just in music but across all creative industries.
In interviews and appearances, he emphasizes building ecosystems, not empires. “The future of Latin culture isn’t about domination—it’s about collaboration,” he notes, pointing to initiatives that foster up-and-coming talent through incubators, workshops, and creator platforms.
As Latin America continues to influence everything from global fashion to streaming trends, Borrero sees this as just the beginning. With new partnerships, a growing talent roster, and plans for international expansion, his empire is built not just on hits, but on heart.
Conclusion
Lex Borrero isn’t just producing music or shows—he’s producing a movement. One that elevates Latin voices, celebrates multiculturalism, and proves that when authenticity meets strategy, the results can be world-changing.
In a world where representation matters more than ever, Borrero’s work is both timely and timeless. As he continues to shape the next generation of global creators, one thing is clear: the rhythm of the future has a Latin beat, and Lex Borrero is conducting the orchestra.
