UPROXX, a media brand and video hub for youth culture, has been acquired by Warner Music Group for an unspecified amount of money.
The 10-year old brand, which reaches more than 40 million people across its social platforms, will continue to be run by current CEO and Chief Creative Benjamin Blank and Co-Founder and Publisher Jarret Myer. As for the company’s editorial and studio operations, those will function as stand-alone entities with journalistic and creative independence, including working with any and all artists, athletes, and innovators making their mark in culture.
“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 Max Lousada, CEO of Global Recorded Music, WMG. “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.”
The acquisition follows other consumer-facing initiatives aimed at diversifying WMG’s business, including the company’s purchase of award-winning live music platform Songkick last year and its UK launch of The Firepit, a creative content division, innovation center, and state-of-the-art multimedia/production studio. The UPROXX acquisition will help power these initiatives with a U.S. production facility and fully staffed creative services and sales teams.
For UPROXX, the acquisition comes on the heels of a string of major content wins, including multiple CLIO Awards, a pair of original series for Snapchat (“Brawler” and “F That With Vince Staples”), a successful season of “The CORE” for AMC’s Shudder, and an Emmy-nomination for “Us Against The World,” an original docu-series
“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,” said UPROXX CEO Benjamin Blank. “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.”.