¡bienvenidos!
228 LLC (Dos Veintiocho) is a music business, entertainment and multi-service consulting agency based in San Juan, Puerto Rico. We develop and implement unique opportunities for career growth and brand development for diverse creative clients, specifically songwriters , composers and producers. We provide strategic guidance and mentorship and focus on nurturing their careers while maintaining transparency, respect, and honesty.
228 LLC, established by seasoned global music business executive Joey Mercado, has a strong foundation in the industry. Mercado, a veteran of over 25 years, previously served as the Executive Director of Latin Music at Broadcast Music, Inc. (BMI), where he played a pivotal role in the company’s Creative and Licensing departments. Mercado was accountable for recruiting new songwriters and publishers, overseeing the administration and support of their needs in collaboration with his team, and acting as a key liaison between the Latin music community and the broader music industry.
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. Currently serving on COPEP's Board of Directors.
In April, 2023 Joey presented/produced the historic 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. Recap: https://www.youtube.com/watch?v=nBVzy_H63EI
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, Recap: https://tinyurl.com/2npvbv3e). 2nd edition coming in 2025. Puerto Rico Motorbike Expo, the largest motor-vehicle event in the Island was held at Centro De Convenciones de Puerto Rico, October 6-8, 2023.
