Uproxx, the media company behind men’s lifestyle site BroBible, entertainment news site HitFix and sports site Dime and in addition to its namesake website, is being sold to Warner Music Group. The sale marks a moment for the music label giant as it embarks on a new venture to both publish music and be a player in the content surrounding it.
While BroBible will not be a part of this transaction, the sale will be a first for WMG as they scale their operation beyond music publishing. Uproxx CEO Benjamin Blank said in a statement, “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.”
This sale follows a restructuring of the Uproxx brand in 2017 in a culture increasingly focused on streamlining publishing and content amongst various properties. Max Louseda, CEO of Global Recorded Music at WMG commented “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.” The label sees Uproxx and its properties as a key to that next step as “they’ll be great partners as we redefine what it means to be a dynamic, future-focused music company.”