Business

Create Music Group acquires majority stake in YouTube channel network The Nations and forms Web3 JV

US-based music and media company Create Music Group has acquired a majority stake in The Nations, a portfolio of curated music YouTube channels reaching a combined audience of more than 60 million people.

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The deal also includes the acquisition of independent record label Lowly.

According to Create, Lowly artists have generated over 200 million global streams via DSPs in the last 12 months.

The Nations was founded in 2012 by Andre Benz at the age of 15 as a single YouTube channel, Trap Nation.

Trap Nation has grown to become one of YouTube’s most popular electronic music curation channels on the platform.

After Trap Nation, Benz launched verticals in other genres, including chill, hip-hop, and Latin.

The nations and lowly. will continue to operate under the direction of Burke and Benz.

The deal also creates a future joint venture company that will focus on Web3, including NFTs, the Metaverse and Gaming.

Low. was founded in 2017 and is led by Benz Media President Creighton Burke.

The label has played a role in developing the careers of artists such as Said The Sky, Arrested Youth, Inzo, Des Rocs, Greyson Chance, William Black and Maya Delilah.

The label is expected to be able to leverage Create’s owned and operated audience of 400 million to promote its artists across multiple platforms, including TikTok, YouTube, Snap and Instagram, Create says.

In January of this year, Create also expanded its social media marketing capabilities with the acquisition of content management and influencer marketing agency VRTCL.

The news followed Create’s acquisition of Mumbai-based Nirvana Digital in November 2021.

“Create and The Nations were both launched using the power of Youtube to disrupt artists.”

Jonathan Strauss, Create Music Group

Jonathan Strauss, Founder and CEO of Create Music Group said: “Create and The Nations were both launched by harnessing the power of Youtube to disrupt artists.

“Create achieved this through technology, while The Nations did it through curation and branding. Together we are unstoppable.”

“We can’t wait to get started.”

Alexandre Williams, Create

Alexandre Williams, Create Co-Founder and COO, said: “This acquisition not only significantly expands our direct global audience, but also brings in The Nations Founder Andre Benz, President Creighton Burke and a vast talent bank from one of the largest pioneering curation firms in the industry join the Create Music Group.

“We are particularly excited about Lowly. whose artists will now have direct access to our own audience of 400 million people.

“We can’t wait to get started.”

“To be a leader, you have to explore that exploration and keep pushing the boundaries and be the modern music brand that others are talking about.”

Andre Benz

Andre Benz said: “Witnessing the growth of Web3 and NFTs, we knew that there is not only an opportunity, but also a responsibility for our artists, partners and our team to constantly evolve, explore and integrate new models.

“Being a leader requires this exploration to keep pushing the boundaries and being the modern music brand that others are talking about.

“As such, we are pleased to announce a formal partnership and collaboration between Create Music Group and Benz Media Group to lead all Web3 and NFT initiatives within a shared ecosystem between both companies.”

“We have a very strong team at Lowly.”

Creighton Burke, The Nations and Lowly.

Creighton Burke, Co-Founder and President of The Nations and Lowly. added: “After numerous discussions with Jonathan and Alex, it was clear that we are a perfect match and we both have some exciting things in the pipeline.

“We have a very strong team at Lowly, led by music veteran Vice President Sarah Landy and Nations program director Brandon De Oliveira.

“By joining the Create family, Lowly. Artists now have access to one of the most powerful promotional tools in the music industry.”music business worldwide

https://www.musicbusinessworldwide.com/create-music-group-buys-majority-interest-in-youtube-channel-network-the-nations-launches-web3-jv/ Create Music Group acquires majority stake in YouTube channel network The Nations and forms Web3 JV

Fry Electronics Team

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