It’s the question that drives music companies crazy every day: how do you grab the attention of young people… and then actually make them care about your artists?
One answer, of course, is to hammer streaming playlists, YouTube channels and online media with as much promotional and marketing ammunition as you can afford.
Another answer, however, is simply to buy your way in.
That at least partly explains why Warner Music Group has just announced the acquisition of UPROXX – the influential media brand focused on youth culture.
UPROXX, a rival to the likes of Vice Media, currently reaches more than 40 million people across the web, Facebook, Twitter, Snapchat, Instagram, and YouTube.