Music producer Warner Music Group has acquired Uproxx Media, a US-based digital publisher backed by marketing group WPP and talent representative United Talent Agency (UTA), for an undisclosed sum.
Founded in 2008 as Woven Digital, Uproxx Media owns a range of digital properties focused around entertainment news, sports and culture. It claims to reach an audience of 40 million users aged 18 to 34 across its web platform and social media channels.
The sale will include all its offerings apart from men’s lifestyle platform BroBible. Uproxx CEO Benjamin Blank and co-founder and publisher Jarret Myer will continue to lead the business, which both companies said will retain its journalistic and creative independence.
The acquisition is expected to lead to additional marketing opportunities for WMG’s artists and help Uproxx further expand its partnerships in the music industry.
WPP’s corporate venturing arm, WPP Ventures, led an $18.5m series B round for Uproxx in 2016, investing together with Institutional Venture Partners (IVP), Advancit Capital and H-14.
UTA took part in the company’s $18m IVP-led series A round in 2014, which included American football franchise San Francisco 49ers, Advancit Capital and assorted angel investors, following $5.5m in seed capital from unnamed backers in 2011.