WMG logoWarner Music Group has announced the acquisition of UPROXX. Founded in 2008, UPROXX is one of the most influential media brands for youth culture, reaching more than 40 million people across the web, Facebook,Twitter, Snapchat, Instagram and YouTube.

UPROXX will continue to be run by current CEO/Chief Creative Benjamin Blank and Co-Founder/Publisher Jarret Myer. In an announcement, WMG notes that its “editorial and studio operations 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.”

“UPROXX was founded with the mission to deliver the best daily content and programming that shapes the lives of youth culture and the world we are inheriting,” 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.”

WMG says in its announcement that “The combined creative expertise and worldwide reach of UPROXX and WMG will create engaging new experiences for young consumers, global promotional possibilities for brands, and innovative marketing opportunities for artists. The deal will also enable UPROXX to build on its wide range of successful partnerships in music, which has resulted in programming featuring an array of artists such as Miguel, Rick Ross, Vince Staples, and Charlie Puth.”

“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 for 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.”

“It’s a true pleasure to be once again working with Max, going back to our time running Rawkus Records together, where we championed unique talent, broke marketing rules, and built a loyal audience,” said Myer. “UPROXX was founded on those same core principles — with the goal of going beyond music and covering all aspects of what shapes our culture today and tomorrow. Over the past decade we’ve become trusted by our loyal audience and advertising partners in helping to turn brands into cultural moments. With this acquisition, we grow our significance as a beacon for youth culture and entertainment.”