228 LLC is a music business and multi-service consulting agency based in San Juan, Puerto Rico. The agency creates unique + relevant opportunities, growth, guidance and nurture the careers of its diverse Creative clients while always treating them with the utmost degree of honesty, respect and transparency. 

228 LLC, founded by Global music business executive and veteran Joey Mercado, served as Executive Director of Latin Music at performing rights organization, BMI (Broadcast Music Inc), where he worked for over 25 years in the company’s Creative and Licensing departments. Mercado was responsible for recruiting new songwriters and publishers, assisting writers and publishers with administration needs along with his team, and serving as a liaison between the Latin music community and music industry at large. He has also curated many signature annual showcases/events in Latin Music and song camps where big hits were crafted. Throughout his career at the PRO, Mercado had signed and worked closely with some of the top songwriters/producers/artists in Latin music, including Ivy Queen, Residente, Ozuna, Elvis Crespo, Rauw Alejandro, CNCO, PJ Sin Suela, iLe, Young Martino, Cultura Profética, La Secta AllStar, Vivanativa, DJ Blass, La Mala Rodriguez, Rawayana, Brytiago, Haze, Sie7e, Los Chinchillos del Caribe, Glenn Monroig, Yolandita Monje, among many others. 

Before joining BMI in March 1996, Joey was the Director of Public Relations, Marketing and Promotions at NotiUno radio station in Puerto Rico where he oversaw special events and established key relationships within the local music industry. Prior to NotiUno, he was an Account Executive at Leo Burnett advertising agency and managed accounts such as Bacardi Rum and Medalla. 

Mercado directed the Tu Musica Urban Conference 2022-23 held in San Juan, PR. Served on the Board of Advisors for PlayOne - an NFT Music Player based in Miami. Also served 2 terms as Governor on the Board of Directors for the Recording Academy in Florida (Grammy). Featured on Billboard’s Latin Power Player list two years in a row, 2019 and 2020.

On Saturday April 22nd, 2023 Joey presented/produced the Giovanni Hidalgo concert "Tribute to the King... A celebration of Tito Puente's 100th anniversary" at the Tito Puente Amphitheater en San Juan, Puerto Rico. A tour is also in the works for the US Mainland and LATAM. 

Joey is also passionate about motorcycles and classic cars. He created and founded the non-profit, Iron & Roll Invitational, a motorcycle / art / music exhibit and fundraiser event for different entities/foundations (Draco Rosa's VFA Foundation, Museo de Arte de PR, Aug. 3-4 2019 Recap: https://tinyurl.com/2npvbv3e).  2nd edition coming in 2024. Also working on Puerto Rico Motorbike Expo, the largest motor-vehicle event in the Island to be held at Centro De Convenciones de Puerto Rico, October 6-8, 2023.