Australia’s Seventh Street Media acquires Tone Deaf, The Brag and J Play

Australian startup Seventh Street Media has acquired two of Oz’s best-known online independent music media brands – Tone Deaf and The Brag – in addition to B2B resource J Play.

The trio of acquisitions were completed after separate agreements with all three privately owned music publications.

In addition, the company has hired in senior editorial roles Poppy Reid, former editor of The Music Network and Rolling Stone writer, and Nathan Jolly, a senior music journalist who has written for Junkee, New York Post, The Music Network, Channel [V], and other publications.

Seventh Street Media says it will retain all present staff at the acquired publications, and that more acquisitions are on the cards for 2017 as it executes “an overarching strategy to penetrate the music media space, allowing advertisers to reach more targeted audiences and provide advertising channels that truly speak to and influence millennials”.

CEO of Seventh Street Media, Luke Girgis, said: “The Brag, Tone Deaf, and J Play all provide huge opportunities for Seventh Street Media to be at the forefront of native advertising and gives us the opportunity to invest in and grow all four brands completely independently, whilst ensuring the companies never compete for the same space or audience.

“With native content quickly becoming the gold standard for advertisers, media publishers who cannot adapt to become content houses and influencers themselves will not be able to cut through and reach millennials effectively.”

He added: “Throughout 2017, Seventh Street Media will be announcing further acquisitions and brand launches to become the biggest music media publisher in Australia.

“Throughout 2017, Seventh Street Media will be announcing further acquisitions and brand launches to become the biggest music media publisher in Australia.”

Luke Girgis, Seventh Street Media

“I’m excited at this incredible opportunity to combine the history and credibility of The Brag and J Play with the highly engaged audience of Tone Deaf and content-hungry fans who will love Don’t Bore Us to create a new leader in Australian music publishing.”

The Brag is a NSW-based street press and national online publisher with two decades of history.

Kris Furst, Director, Furst Media (former publisher of The Brag) said: “The Brag’s place as Sydney’s only dedicated music and arts street press is in good stead with the Seventh Street team. Luke’s knowledge of the Australian music industry and his knack for content creation surely signals an exciting future for The Brag.”

Tone Deaf is an online music media publisher, known both for news and insight/interviews with artists.

Former Tone Deaf CEO Nicholas Jones said: “After six months of work with Seventh Street Media, Darve Smith and I are pleased to hand over the reins of Tone Deaf to an amazing team who I’m confident will continue our mission of promoting great local music.

“We feel very much like parents watching their kids move out and grow up. We wish Tone Deaf the very best into the future and look forward to watching as it continues to grow and play an important role in promoting local music.”

With a 10-year history, J-Play has become a well-known B2B resource for the Australian music industry, tracking every song triple j plays, every day.

Seventh Street Media is a newly-established company, which was incorporated after Seventh Street Ventures partnered with Luke Girgis.Music Business Worldwide