NEON16, founded by music industry veteran Lex Borrero, and superstar producer and artist Tainy, has teamed up with Miami-based tech company Influur to host a three-day entertainment event during Mexico’s Big Race Weekend at the Formula 1 Mexico Grand Prix.
The event, held at the Autódromo Hermanos Rodríguez, saw various stars in attendance, including Mexican rapper and musician Natanael Cano, American actor Xolo Maridueña, Venezuelan singer-songwriter and record producer Danny Ocean, Venezuelan singer Lasso and American singer and songwriter Elena Rose.
NEON16 — which has previously told MBW that it wants to become the Roc Nation of Latin Music — claims that its event marked the first-of-its-kind within the Formula 1 with multiple events during race weekends in Miami and Mexico City, in addition to efforts with MLS soccer and the National Football League.
Last month, NEON16 and NTERTAIN Studios expanded their multi-year partnership with the NFL to include a multimedia content series featuring music and artists from NEON16, as well as custom social video content.
Most recently, NEON16’s Mexican Grand Prix event featured three days of curated cultural events including a trackside VIP suite for invited guests at the Autódromo Hermanos Rodríguez, featuring exclusive activities such as simulators, a beauty and smoothie lounge by Shark Ninja, a reel’s booth by Feid x Instagram, a tasting experience by Autentico Vertical, a virtual reality racetrack by Stoyco, tattoos by Tattoology’s Alejandra Idarraga, and a driver agility test.
“We hosted more than 100 celebrities and influencers and reached over 100M people during this weekend’s event.”
Alessandra Angelini, INFLUUR
The Big Race Weekend kicked off with an opening party on Friday (October 27) in collaboration with BRESH, featuring performances by RMAND, Darell, Llane, Abraham Mateo, Domelipa, and Katteyes, bringing their sounds to the Fronton in CDMX.
Following a day of watching races, Influur and N16 RACING hosted an exclusive night swim event in partnership with Soho House, featuring Lasso and Elena Rose.
“Racing’s popularity has skyrocketed on a global scale in recent years and is on par to outpace other sectors. To keep pace with the growing Latino racing fandom, activations like this work to convert some of the world’s biggest musicians into racing fans.”
Lex Borrero, NEON16
Participating stars from the music, entertainment and sports industries included Peso Pluma, Jacob Bertran, MC Davo, Kate Del Castillo, Gabito Ballesteros, Juan Manuel Correa, Tammy Parra, Grecia y Rayito, Ingratax, Danilo Carrera, Manelyk Gonzalez, Manuel Medrano, Llane, and Corina Smith.
“Our company and teams operate as the throughline and connective tissue between entertainment, music and one of the world’s biggest sports,” Borrero said.
“Racing’s popularity has skyrocketed on a global scale in recent years and is on par to outpace other sectors. To keep pace with the growing Latino racing fandom, activations like this work to convert some of the world’s biggest musicians into racing fans. Innovation is part of our DNA as a company and brand, and we’re thrilled to continue marking these cultural touchpoints and activations across sports and music,” added Borrero.
Alessandra Angelini, CEO of Influur, added: “Influur is translating its powerful digital connections from online to the offline world, and the impact that we are generating is mind-blowing. We hosted more than 100 celebrities and influencers and reached over 100M people during this weekend’s event.”
Music Business Worldwide