The NewFronts event, held at 214 Lafayette Street in SOHO last Thursday (May 5), featured “immersive, on-the-ground” installations for WMX that “gave advertisers an opportunity to experience WMX’s content and publishing brands firsthand”, says the company.
WMX was launched in late 2021, bringing together Warner’s owned media publishing brands with a number of other artist-servicing functions, some of which were formerly part of WEA.
Tied into WMX’s media power is the fact that Warner ‘went it alone’ on digital video licensing – rather than joining Universal Music and Sony Music as a co-owner of Vevo, when that platform launched in 2009.
Warner Music, via WMX, says that it now generates over 56 billion monthly premium video views across various platforms.
In addition, says Warner, WMX’s platforms generates over 250 million monthly visitors.
WMX’s owned and operated properties include UPROXX, the youth culture & music destination; Songkick, the live music discovery platform; HipHopDX, a leading hip-hop media brand, and Cover Nation, the largest community of cover song creators and fans.
At the presentation last week, WMX unveiled its data and audience intelligence storefront WMX CONNECTS, and gave a preview of new strategic partnerships and initiatives in the Web3 space.
WMX also announced the exploration of ad-supported, music and entertainment connected TV products, and is currently discussing this platform with potential launch partners, says the company.
The offering will feature “thousands of music videos and live concerts” from Warner Music Group’s global catalogue of artists, it says, in addition to documentaries and original programming from WMG’s media brands.
WMX also unveiled a slate of original programming that will roll out across its owned and operated properties later this year.
This includes sneaker culture show Fresh Pair with Katty Customs, the eight-episode visual podcast Iconic Records, music and streetwear series Limited, and podcast and video series People’s Party with Talib Kweli.
Additional programming includes The Eye Sessions, which “brings fans intimate performances from a completely unique perspective”, says WMX.
The WMX NewFronts presentation also highlighted a range of social-focused properties in its portfolio, including IMGN Media, a media company for Gen Z content, and Lasso Nation, a country music and lifestyle publisher.
“We’re building a business that is transforming the way artists, fans and brands interact.”
Maria Weaver, wmx
Maria Weaver, President, WMX, said: “We’re building a business that is transforming the way artists, fans and brands interact, and leading culture with trendsetting content and innovative experiences.
“We’ve also been creating opportunities for artists outside of music that have led to commercial success.
“With our global capabilities, expanding portfolio of media brands, and exclusive content offerings, we’re bringing brands closer to artists than ever before.”
“Developing opportunities that creatively amplify artists and brands is an essential element of the work that we do.”
Ben Blank, wmx
Ben Blank, President, Media & Content Business, WMX, added: “Developing opportunities that creatively amplify artists and brands is an essential element of the work that we do at WMX. With our creative content studio, we bring influential content to audiences around the world and provide authentic opportunities for artists and brands alike.”
“WMX offers clear-cut audience insights that bring brands closer to their consumers than ever before.”
Erin Moran, wmx
Erin Moran, Global Chief Revenue Officer, WMX, said: “WMX offers clear-cut audience insights that bring brands closer to their consumers than ever before.
“These insights, coupled with our highly engaged global audience of music lovers delivers unmatched reach for brands looking to drive culture forward.”Music Business Worldwide