×
You will be redirected back to your article in seconds

Warner Music Group Acquires UPROXX

The 10-year-old online hub and video production house aimed at youth boasts a reach of 40 million people.

Warner Music Group has acquired the web entity UPROXX, the 10-year-old online hub and video production house aimed at youth that boasts a reach of 40 million people across social media, YouTube and beyond.

UPROXX CEO and Chief Creative Benjamin Blank and co-founder and Publisher Jarret Myer will stay on, according to a release announcing the acquisition, and UPROXX will remain a “stand-alone” entity with “journalistic and creative independence.”

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.”

Like Universal Music’s recent deals with All Def Digital and Mass Appeal, aligning with a cultural entity that has vast video resources on a creative level is not uncommon and could lead to long-form programming on major networks or streamers as well as marketing opportunities, although an all-out acquisition of an online publisher is relatively new terrain. WMG’s stable of artists includes Charlie Puth who had previously collaborated with UPROXX, as well as Ed Sheeran, Bruno Mars and Cardi B.

“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, WMG’s CEO of Global Recorded Music. “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.”

Myer and Lousada go back to Rawkus Records, a hip-hop label they ran together and that Myer co-founded in 1995.

WMG’s portfolio of investments includes concert discovery app Songkick and the UK’s The Firepit, a multi-media production studio.

UPROXX was represented by Raine in the transaction. Financial terms were not disclosed.

More Digital

  • Three Great New Narrative AR and

    New AR/VR Worth Watching This Week: 'Crow,' 'Wonderscope,' 'Age of Sail'

    Warner Music Group has acquired the web entity UPROXX, the 10-year-old online hub and video production house aimed at youth that boasts a reach of 40 million people across social media, YouTube and beyond. UPROXX CEO and Chief Creative Benjamin Blank and co-founder and Publisher Jarret Myer will stay on, according to a release announcing […]

  • Xbox One X Console Controller Front

    Disc-Free Xbox One in the Works (Report)

    Warner Music Group has acquired the web entity UPROXX, the 10-year-old online hub and video production house aimed at youth that boasts a reach of 40 million people across social media, YouTube and beyond. UPROXX CEO and Chief Creative Benjamin Blank and co-founder and Publisher Jarret Myer will stay on, according to a release announcing […]

  • Kickstarter Gameband Game Watch is Officially

    Kickstarter Gameband Game Watch Is Officially Dead, No Refunds in Sight

    Warner Music Group has acquired the web entity UPROXX, the 10-year-old online hub and video production house aimed at youth that boasts a reach of 40 million people across social media, YouTube and beyond. UPROXX CEO and Chief Creative Benjamin Blank and co-founder and Publisher Jarret Myer will stay on, according to a release announcing […]

  • Facebook Tests Messenger Group Video Viewing

    Facebook May Be Bringing Group Video Viewing to Messenger

    Warner Music Group has acquired the web entity UPROXX, the 10-year-old online hub and video production house aimed at youth that boasts a reach of 40 million people across social media, YouTube and beyond. UPROXX CEO and Chief Creative Benjamin Blank and co-founder and Publisher Jarret Myer will stay on, according to a release announcing […]

  • Ken Jeong Cracks Christmas – YouTube

    Ken Jeong Wears an Ugly Christmas Sweater in YouTube's Holiday Special

    Warner Music Group has acquired the web entity UPROXX, the 10-year-old online hub and video production house aimed at youth that boasts a reach of 40 million people across social media, YouTube and beyond. UPROXX CEO and Chief Creative Benjamin Blank and co-founder and Publisher Jarret Myer will stay on, according to a release announcing […]

More From Our Brands

Access exclusive content