The goal of the deal, per Billboard, is to expand Uproxx into a global platform that integrates the branding and marketing skills of WMG. The website was founded in 2008, and will continue to be run by its CEO and chief creative Benjamin Blank and cofounder and publisher Jarret Myer.
For those worried that this means Uproxx is losing its credibility as a news site, the editorial and studio operations are reportedly “going to continue to operate as their own entities and WMG promises journalistic independence.”
"Uproxx was founded with the mission to deliver the best daily content and programming that shapes the lives of youth culture and the world we are inheriting," Blank said in a statement. "Over the past years, we've won the trust of our audience, along with numerous industry accolades, because of our understanding of culture, entertainment, and marketing—an approach that's rooted in authenticity and transparency. With Warner Music Group, we just doubled down on that formula and are now able to deliver more to our audience and partners with even more access and at much bigger scale."
"In the always-on, attention economy, it's not enough to simply deliver amazing music to the world. We aim to tell engaging and original stories that influence culture," said Max Lousada, WMG CEO of global recorded music. "Uproxx brings together pioneering personalities and credible brands in ways that move huge audiences to talk, listen and share. It'll be exciting to collaborate with Jarret again, along with Ben and their team, who will thrive in the creative and entrepreneurial environment we're building. They'll be great partners as we redefine what it means to be a dynamic, future-focused music company."