Warner Music Group Acquires Youth Media Brand UPROXX
Warner Music Group (WMG) announced on Thursday (Aug. 2) it has acquired entertainment and popular culture news website UPROXX. The move is intended to expand UPROXX's global reach and creative expertise with new promotional possibilities for brands and marketing opportunities for artists, building upon its pre-existing partnerships in music.
Since UPROXX was founded in 2008, it has grown to win multiple CLIO Awards, develop original series for Snapchat (Brawler and F That With Vince Staples) and receive an Emmy-nomination for the original docu-series Us Against The World. The media platform will continue to be run by CEO and Chief Creative Benjamin Blank and Co-Founder and Publisher Jarret Myer. It's editorial and studio operations will continue to operate as their own entities and WMG promises journalistic independence.
"UPROXX was founded with the mission to deliver the best daily content and programming that shapes the lives of youth culture and the world we are inheriting," said Blank in a statement. "Over the past years, we've won the trust of our audience, along with numerous industry accolades, because of our understanding of culture, entertainment, and marketing – an approach that's rooted in authenticity and transparency. With Warner Music Group, we just doubled down on that formula and are now able to deliver more to our audience and partners with even more access and at much bigger scale."
"In the always-on, attention economy, it's not enough to simply deliver amazing music to the world. We aim to tell engaging and original stories that influence culture," said WMG CEO of Global Recorded Music Max Lousada. in a statement. "UPROXX brings together pioneering personalities and credible brands in ways that move huge audiences to talk, listen and share. It'll be exciting to collaborate with Jarret again, along with Ben and their team, who will thrive in the creative and entrepreneurial environment we're building. They'll be great partners as we redefine what it means to be a dynamic, future-focused music company."
Added Myer: "It's a true pleasure to be once again working with Max, going back to our time running Rawkus Records together, where we championed unique talent, broke marketing rules, and built a loyal audience. UPROXX was founded on those same core principles -- with the goal of going beyond music and covering all aspects of what shapes our culture today and tomorrow. Over the past decade we've become trusted by our loyal audience and advertising partners in helping to turn brands into cultural moments. With this acquisition, we grow our significance as a beacon for youth culture and entertainment."
WMG's has made a focus on consumer-facing acquisitions recently, including the purchase of concert discovery app Songkick last year and the U.K. launch of The Firepit creative content division. The UPROXX deal is intended to help support those initiatives and others with a U.S. production facility and fully staffed creative services and sales teams.
UPROXX was represented by Raine in this transaction.