Digital media firm Woven Digital announced the acquisition of acquired dude-skewing entertainment website Uproxx as well as the hiring of Myspace co-founder Colin Digiaro in the newly created role of president.
Terms of the acquisition were not disclosed. Woven said Uproxx will bolster its ability to reach target demo of 18-34 men and expand Woven’s editorial content and original video programming.
“Uproxx offers a mixture of cutting edge editorial and video content with a loyal user base making it a perfect complement to Woven’s business,” Woven CEO Scott Grimes said in announcing the deal. With the acquisition, Woven’s headcount is about 60 employees.
Uproxx, which has 10 employees, was founded by Jarret Myer and Brian Brater in 2008. The discussion-driven site covers entertainment news in a Buzzfeed-like manner, while also providing a platform for celebs and content creators to engage in live Q&A discussions to share their latest projects, films and TV shows. Uproxx also produces original video through a partnership with 5-Second Films.
“Uproxx creates community and discussion around the most relevant topics and brands for our primarily male audience, making Woven a perfect home for us,” said Myer, CEO of Uproxx.
Woven’s other brands include websites BroBible, Total Frat Move, NiceKicks and BarStool Sports. In total, the company’s properties reach 85 million unique users per month. Founded in 2010, Woven is based in Los Angeles with offices and production facilities in New York and Chicago.
Digiaro, as Woven’s president, will be responsible for overseeing growth, strategy and corporate development. He previously served on the Woven board of directors. Digiaro was co-founder and COO of mobile-game developer Social Gaming Network (SGN) and prior to that was president of News Corp’s now-defunct business incubator Slingshot Labs. Digiaro joined News Corp through the acquisition of Myspace.