Max Lousada, Warner Music Group CEO, recorded music, has made another acquisition for the major as it looks to embrace new channels for artists.
Following last summer’s Songkick deal, WMG has announced the acquisition of Uproxx, a youth culture and video production operation.
Launched a decade ago, Uproxx has become an influential media brand for youth culture with more more than 40 million users across the web, Facebook, Twitter, Snapchat, Instagram and YouTube.
It will continue to be run by current CEO and chief creative Benjamin Blank and co-founder and publisher Jarret Myer. Despite the potential benefits for Warner artists, a statement says Uproxx’s editorial and studio operations will function as standalone entities with journalistic and creative 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. "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.”
The combination of both companies will create opportunities to engage with young consumers, alongside global promotional possibilities for brands and innovative marketing opportunities for artists. The deal will also enable Uproxx to build on its partnerships in music, which has resulted in programming featuring artists such as Miguel, Rick Ross, Vince Staples, and Charlie Puth.
“In the always-on, attention economy, it’s not enough to simply deliver amazing music to the world,” said Lousada. “We aim to tell engaging and original stories that influence culture. 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.”
"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," said Myer. "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."
As well as Songkick, WMG launched The Firepit, its UK creative content division. The Uproxx acquisition will combine that operation with a US production facility and fully staffed creative services and sales teams.