Create Music Group buys majority interest in YouTube channel network The Nations, launches Web3 JV
Media and music company based in the US Create a music group won the majority interest in The Nations, a curated catalog of music YouTube channels reach a collective audience of more than 60 million people.
The deal also includes the acquisition of independent record label Lowly.
According to Create, Lowly artists have generated over 200 million global streams in the past 12 months on DSP.
The Nations was founded as a single YouTube channel, Trap Nation, in 2012 by Andre Benz when he was 15 years old.
Trap Nation has become one of the most popular electronic music curated channels on YouTube on the platform.
After Trap Nation, Benz launched vertical tracks in other genres, including Chill, Hip-Hop and Latin.
Nations and petty people. will continue to operate under the direction of Burke and Benz.
The deal also creates a future joint venture that will focus on Web3, including NFTs, metaverse, and games.
Lowly. 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 studio is expected to be able to leverage Create’s 400 million-owned and operated audience to promote its artists across multiple platforms, including TikTok, YouTube, Snap and Instagramcreate said.
In January This year, Create also expanded its social media marketing capabilities by acquiring influencer marketing and content management company, VRTCL.
News follows Create’s acquisition of Mumbai-based Nirvana Digital in November 2021.
“Create and The Nations were both launched by harnessing the power of Youtube to disrupt artists.”
Jonathan Strauss, Creating a Band
Jonathan Strauss, Founder and CEO of Create Music Group, said: “Create and The Nations were both founded by harnessing the power of Youtube to disrupt artists.
“Created this through technology while The Nations did it through management and branding. Together, we are unstoppable.”
“We can’t wait to get started.”
Alexandre Williams, Create
“This acquisition not only significantly adds to our live global audience, but also brings The Nations founder Andre Benz,” said Alexandre Williams, Co-Founder and CEO of Create. , Chairman Creighton Burke, and an in-depth bench of talent from one of the groundbreaking management companies in the business to the Create Music Group.
“We are especially excited about Lowly. whose artists will now have direct access to our owned 400 million audience.
“We can’t wait to get started.”
“To be a leader requires this discovery and furthering the movement and becoming the brand of modern music that others talk about.”
Andre Benz
Andre Benz, said: “Having witnessed the growth of Web3 and NFTs, we know that there is not only an opportunity but also a responsibility for our artists, partners and teams to always grow. , discover and combine new models.
“To be a leader requires this discovery and furthering the movement and becoming the brand of modern music that others talk about.
“That is why we are so excited to announce the official partnership and collaboration between Create Music Group and Benz Media Group to bring all Web3 & NFT initiatives in one ecosystem. attitude is shared 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 many conversations with Jonathan and Alex, it became clear that we were the perfect couple and both had some interesting things to do. during development.
“We have a very strong team at Lowly., led by music veteran, Vice President Sarah Landy and Country program head Brandon De Oliveira.
“By joining the Create family, Lowly. Artists now have access to one of the most powerful means of promotion in the music industry. ”Worldwide music business
