Mixmag 's parent company Wasted Talent just purchased iconic UK rock magazine Kerrang! and style magazine The Face, as well as a launched a third magazine called The Beer Necessities, and plans to expand the international reach of all new outlets are underway.
Wasted Talent will apply its “video-first” strategy to the acquisitions, which emphasizes YouTube and social media content in order to grow viewership. Mixmag has expanded its reach in recent years to more than 15 million video views per month, a plan that has bolstered its US expansion since 2015. The UK-based editorial brand now has offices in Brazil, South Korea, China, France, Germany, Russia, Australia, Croatia, Japan, and Thailand. Global expansion is on the menu for Kerrang! and The Face, if all goes according to plan.
“When I think of the media brands that defined music and culture in the UK and globally over the last few decades, few were more relevant than this collection of titles,” says US CEO Rebecca Jolly in a press release. “Over the past two years, we’ve established Mixmag as a truly innovative, fully integrated media platform in the US, and are working with some of the world’s leading consumer brands and partners. We look forward to doing the same with Kerrang! and The Face.”