Record company Universal Music Group (UMG) has led a $6m series A round for US-based hip hop culture-focused media company Mass Appeal, Billboard has reported.
Evolution Media also invested in the round, as did media company Macro, media consultancy MediaLink, investment funds Raintree Ventures and White Owl Capital, angel investor Karen Lauder, and rapper and entrepreneur Nasir ‘Nas’ Jones.
Mass Appeal existed as a graffiti zine from 1996 to its closure in 2008, before Nas invested a six figure amount in 2013 as part of a $1.2m round to resurrect the brand. It has since grown to encompass a record label and television production unit.
The 2013 round also featured creative studio Decon, White Owl Capital and rapper Pusha T.
Michele Anthony, executive vice-president of UMG, said: “At Universal Music Group, we are creating new opportunities for our artists and labels to forge deeper relationships with fans around the world through music, film, television, video, social media and brand sponsorships.
“Working with Mass Appeal, we will be able to accelerate that strategy. I am honoured to join Mass Appeal’s board and I’m looking forward to working closely together on many future projects.”