Warner Music Group today announced the launch of WMX, a first-of-its kind music culture, content and media group that will provide brands with enhanced advertising offerings.
WMX boasts a global audience of more than 249 million unique viewers each month, generating nearly 50 billion monthly video views across an array of premium content platforms. Those platforms include the music and youth culture website and video production unit UPROXX, which reaches 22 million people each month and was named Digiday's Best In-House Content/Brand Studio in 2021.
Also within the WMX group are the live music app Songkick, a music discovery platform that connects millions of fans to live concert events; the influential HipHopDX music news site, which just expanded to Latin America, Asia, Brazil and parts of Europe, and Cover Nation, the brand that brings together the largest group of cover song performers and fans on YouTube (with a TikTok channel that has already amassed 2.5 million followers).
"With exclusive content, scaled digital audiences and a direct link to Warner Music's iconic artist roster and digital platforms, WMX has an offering that no company can match," said Maria Weaver, President of WMX. "I have no doubt that this group is going to change the game for artists, for fans and for partners -- and lead us into the future."
The WMG artist roster includes such heavy hitters as Ed Sheeran, Dua Lipa and Cardi B.
Joining the WMX team is Erin Moran as Global Chief Revenue Officer of Content and Media. She spent the past five years at Google, where she was head of the Industry for the Education sector.
"Erin's experience is a much-needed asset as we open our doors to massive growth opportunities for our current and future advertising partners," said Ben Blank, WMX's President of Media & Creative Content.
For her part, Moran says, "I am excited to be welcomed into the fold at such an important time for WMX. I'm looking forward to supporting WMX in furthering its reach with strategic partnerships and building dynamic relationships with our brand partners as we continue to build on the company's legacy."
WMX' music culture content and media leadership team also includes Chief Strategy Officer Paul Josephson, Vice President of Finance Max Gore and Head of Studio Kurt Anderson. Jarret Myer at UPROXX, Sharath Cherian at HipHopDX and Bill Ashton at Songkick provide digital brand leadership.
In addition, the media unit under WMX will expand its offerings with proprietary tools such as CONNEX, a storefront for brands that gathers fan and audience engagement details.
"With Warner Music's iconic music roster and culture-first content from UPROXX, Songkick and HipHopDX, WMX is positioned at the forefront of music culture," Josephson said. "We're now able to help our partners do the same with direct access, captivating storytelling, collaborations and one-of-a-kind audience-first capabilities like CONNEX. We are very excited for our brand partners to experience the power of this global network."
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