Create Music Group has acquired a majority stake in The Nations, a suite of curated YouTube channels that focus on electronic music and have a global audience of 60 million.
A representative for Create declined to name the purchase price for the deal, which will fold The Nations into the Los Angeles-based Create. Since launching in 2015, Create has become a YouTube collection specialist leader while also expanding into mixtape monetization and video-content creation beyond official music videos. The company works with major artists, labels and brands including Jennifer Lopez, Marshmello, and PepsiCo and cited $150 million in revenue in 2021.
The deal includes the acquisition of the independent label Lowly. Lowly. was founded in 2017, and its artists including Said The Sky, Arrested Youth, Inzo and Des Rocs have been featured heavily on The Nations’ channels, generating more than 200,000,000 global streams across DSPs in the last year. The label, run by The Nations’ president Creighton Burke, will leverage Create’s audience of 400 million to promote its roster.
Burke and The Nations Founder Andre Benz, who started the company when he was 15 years old, will continue operating both The Nations and Lowly. In 2012 Benz launched the project with a single channel, Trap Nation, which rose to became YouTube’s most popular curation channel for electronic music on the platform, helping launch some key artists from the then emerging trap genre.
“This acquisition not only substantially adds to our direct global audience, but also brings The Nations founder, Andre Benz, President Creighton Burke, and a deep bench of talent from one of the most groundbreaking curation companies in the business into the Create Music Group fold,” Create co-founder and COO Alexandre Williams says in a statement. “We are particularly excited about Lowly. whose artists will now have direct access to our owned audience of 400 million people. We can’t wait to get started.”
The deal also creates a new joint venture company that will be focused on Web 3, including NFTs, the metaverse, gaming and more.
“Create and The Nations were both launched by harnessing the power of Youtube to break artists,” says Create Music Group founder and CEO Jonathan Strauss. “Create accomplished this through technology while The Nations did it through curation and brand building. Together we are unstoppable.”