By Sahil Patel
Social-media concert and festival producer DigiTour Media has landed a “strategic” investment from Ryan Seacrest and Conde Nast’s parent company Advance Publications.
DigiTour Media is primarily known for its DigiTour concerts and DigiFest events, which bring a cadre of YouTube and Vine stars to fans in major cities in North America. Talent that’s performed or appeared at one of DigiTour’s previous events include Tyler Oakley, Rebecca Black, Kingsley, Zoella, O2L, and Troye Sivan.
Most recently, DigiTour ventured outside of North America for the first time, hosting a concert and festival in London on May 4.
The company was founded in 2010 by former music A&R executive Meridith Valiando Rojas and music producer Chris Rojas.
Financial terms of the investment were not disclosed.
Though it appears the new capital will go toward building the company’s live-events and experiential marketing businesses.
At DigiFest events, DigiTour has partnered with brands to create custom integrations and “experiences” centered on the event lineup of YouTube and Vine talent and their fans. These can be anything from sponsorships and placements to more interactive activations. Past clients have included Intel, Hasbro, Sony, and Gibson, as well as YouTube brands such as YouTube and AwesomenessTV.
“I’m a huge believer in the next-generation of talent that is burgeoning from YouTube, Vine, and other social platforms, and DigiTour has successfully translated these popular small screen experiences into live, large-scale events that are fun, accessible, and brilliantly authentic,” said Seacrest in a statement. “We’re excited to work with Meridith, Chris, and Advance Publications, to extend the DigiTour brand and cultivate new streams of revenue through our collaborative and collective efforts.”