We broke the news about WMG’s acquisitions of media brands UPROXX (in 2018) and and HipHopDX (in 2020). And we also broke the news that WMG had bought Instagram and TikTok meme-maker IMGN a couple of years back for around $85m.
Now, WMG’s status as a traditional (albeit also non-traditional) media publisher is moving into the next phase of this evolution.
The company has formed a new digital advertising and creative content unit (under Label and Artist Services division WEA), through which it will be selling its own ads.
Led by Benjamin Blank, who is named WEA’s new President of Media, Warner says that the new department will bring together its “digital advertising firepower under one unit”.
Blank – who most recently served as CEO/CCO of UPROXX Media Group – will have oversight of each brand’s creative teams, as well as overseeing advertising sales across all of WMG’s owned media properties.
WMG says that, under Blank, each platform will continue to operate separately from each other “with journalistic independence and creative freedom”.
Based in Los Angeles, Blank will continue to report directly to WEA’s President, Maria Weaver.
What business does Warner Music Group have acting like a media publisher?
Try this one for size: Warner claims that it collectively generates over 30 billion video views every month through premium content on verified, premium YouTube channels, as well as streaming and social platforms.
(It’s worth noting here that unlike Sony Music and Universal Music, WMG is not a stakeholder in premium music video platform, Vevo).
Prior to UPROXX, Blank co-founded the production company Locksmith Content where he directed award-winning television commercials, branded content, and films for high profile clients including American Express, Nike, and Groupon.
Before co-founding Locksmith, Blank served as a producer at Anonymous Content, where he worked with influential directors including Mark Romanek and Antoine Fuqua.
“There’s no doubt he’s the right person to take the reins as we take a new approach to our owned media.”
Maria Weaver, WMG
Weaver said: “Since meeting Ben I’ve been impressed with his drive, his leadership, and his fearless ability to think outside the box to create meaningful and engaging content.
“He’s always in tune with the cultural conversation and he and the UPROXX team have built something really special.
“There’s no doubt he’s the right person to take the reins as we take a new approach to our owned media.”
“Warner Music is a powerhouse, home to not only some of the world’s most influential artists, but also to culture-shaping brands and online destinations for music fans.”
Benjamin Blank
Blank added: “Warner Music is a powerhouse, home to not only some of the world’s most influential artists, but also to culture-shaping brands and online destinations for music fans.
“Putting this collective firepower under one roof makes sense, allowing our partners to tap into our broad reach of fans across the globe at an even bigger scale.
“I look forward to working alongside Maria and am excited to continue to collaborate with my UPROXX family and everyone at HipHopDX and Songkick.”
Today’s news comes on the heels of the recent promotion of longtime WEA exec Elsa Vivero to General Manager / Executive Vice President, Global Commercial Services.Music Business Worldwide
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