Uproxx Explained

Uproxx
Location City:Los Angeles, California
Location Country:United States
Website Type:Music and culture
Language:English

Uproxx Studios (stylized as UPROXX) is an American music, entertainment and popular culture website and content studio. It was founded in 2008 by Jarret Myer and Brian Brater. The website was acquired in 2014 by Woven Digital (which later changed its name to Uproxx Media Group). In August 2018, Uproxx Media Group was acquired by Warner Music Group, with Myer remaining in control of the company's operations as publisher.[1]

In April 2024, Myer partnered with Rich Antoniello and will.i.am to form an independent company, Uproxx Studios, after acquiring Uproxx along with HipHopDX and Dime Magazine from Warner Music Group.

History

Uproxx was founded in 2008 by Jarret Myer and Brian Brater, who previously co-founded the hip hop label Rawkus Records in 1996.[2] [3]

In April 2014, Uproxx was acquired by Woven Digital,[4] an ad network company.[5] [6] In December 2014, Woven raised US$18 million in Series A funding with a portion of the capital allocated to growing Uproxx through staff hires and video development.[7]

Myer joined Woven Digital as general manager of publishing.[8] Uproxx was Woven Digital's largest brand, with a viewership of 40 million per month.[9] Then Headquartered in Culver City,[10] the company also had production facilities in New York City[11] and Chicago.[12] The Culver City offices housed a full production studio staffed by writers, illustrators, presenters and video editing staff; the company produced all of its own sponsored videos.[13]

In January 2015, Uproxx acquired Dime Magazine to expand its sports division.[14] Uproxx's coverage of film and TV was expanded with the acquisitions of HitFix in 2016. Following these acquisitions, the company had 110 employees as of March 2017. Benjamin Blank, who served as the chief creative officer, was also named CEO of the company in November 2016.[15]

In August 2018, Warner Music Group announced that it had acquired Uproxx and its properties.[16] While the acquisition was for an undisclosed sum, Uproxx had raised around $43 million (£33 million) from previous investment, possibly indicating the firm's valuation.[17]

In February 2024, Warner indicated its plan to sell its owned media assets, including Uproxx and HipHopDX, as part of a shift to focus on its music business.[18] Following this announcement, Myer partnered with Rich Antoniello and will.i.am to acquire Uproxx, HipHopDX, and Dime Magazine, bringing all three publications under an independent company named Uproxx Studios in April 2024.[19] [20] The new independent studio also reached a deal to represent Warner Music for all YouTube media sales in the United States. Myer was named CEO, Antoniello served as partner and executive chairman, and will.i.am joined as partner, investor, and chief visionary officer.[21] Elliott Wilson was also appointed editorial director of hip-hop journalism overseeing Uproxx, HipHopDX and Dime Magazine.

Content

Uproxx covers entertainment and popular culture, including fashion, music, and sports.[22] Video makes up a significant portion of the site's content and Uproxx produces both original and sponsored video.[23] After its acquisition by Woven, Uproxx placed more emphasis on video content and released several web series.[24] It develops web originals, long- and short-form series and films.[25]

Luminaries, a show that profiled young scientists and inventors, was Uproxx’s first original series in January 2015.[26] The first two episodes of the series generated 18.5 million views within the first four months.[27] Luminaries was nominated for a Webby Award in 2015.[28] Also in 2015, Uproxx launched several sponsored video series. Among these were Human, a video series about artisans and others who preserve traditional work, sponsored by Coors Banquet,[29] and Uncharted: Power of Dreams, a show that profiles rising musicians, with Honda,[30] Uncharted won a Clio Award in 2016. In 2017, Uproxx created a piece of branded content for fast food chain Checkers featuring rapper Rick Ross.[31] [32]

In June 2021, Uproxx and Pilot Boy Productions produced the podcast People's Party with Talib Kweli, which was co-created by rapper Talib Kweli and Myer. The podcast was a weekly interview series featuring celebrity guests that aired on the podcast network Luminary.[33] In 2022, Uproxx released a new web series titled Fresh Pair hosted by hip-hop producer Just Blaze and sneaker designer Katty Customs. The series returned in 2023 for a second season.[34]

Uproxx Music Critics poll

Since 2018, Uproxx has held the Uproxx Music Critics Poll, a poll which tabulates the submitted lists of invited music critics, similar to the discontinued Village Voice Pazz & Jop poll. The following albums and songs have topped the poll since its introduction:

Albums
YearArtistAlbumRef.
2018Kacey MusgravesGolden Hour[35]
2019Lana Del ReyNorman Fucking Rockwell![36]
2020Fiona AppleFetch the Bolt Cutters[37]
2021Japanese BreakfastJubilee[38]
2022BeyoncéRenaissance[39]
2023BoygeniusThe Record[40]
Songs
YearArtistAlbumRef.
2018Ariana Grande"Thank U, Next"[41]
2019N/AN/AN/A
2020Phoebe Bridgers"I Know the End"[42]
2021Olivia Rodrigo"Good 4 U"[43]
2022Beyoncé"Break My Soul"[44]
2023Boygenius"Not Strong Enough"[45]

Notes and References

  1. News: WMG Acquires UPROXX . August 2, 2018 . RAMP – Radio and Music Pros. August 2, 2018 . en-us.
  2. Mao . Chairman . June–July 1998 . Bring Da Rawkus . . 64–65 . November 26, 2024.
  3. Web site: Varian . Ethan . July 11, 2017 . Uproxx Media works with brands to make ads millennials actually want to watch . October 28, 2024 . Los Angeles Times . en-US.
  4. News: Spangler . Todd . April 17, 2014 . Showbiz Site Uproxx Acquired by Guy-Focused Digital Media Firm Woven . November 12, 2015 . Variety.
  5. News: Shields . Mike . June 30, 2016 . Male-Oriented Web Publisher Woven Digital Raises $18.5 Million . May 17, 2017 . The Wall Street Journal.
  6. News: Kozlowski . Lori . Woven: Creating A Digital Network For Young Men . November 20, 2018 . . en.
  7. News: Ha . Anthony . December 11, 2014 . Advertising Tech Woven Digital, Owner Of Uproxx And Brobible, Raises $18M . November 12, 2015 . TechCrunch.
  8. News: UPROXX Launches Documentary Series With Three-Part Piece On Guns N' Roses . Brouwer . Bree . . April 22, 2015 . November 12, 2015.
  9. Spangler . Todd . March 3, 2017 . Woven Digital Changes Name to Uproxx Media . . May 17, 2017.
  10. News: Spangler . Todd . April 19, 2016 . Woven Digital Acquires HitFix . May 17, 2017 . Variety.
  11. News: Jarvey . Natalie . August 18, 2015 . Uproxx-Owner Woven Digital Sees CEO Shakeup (Exclusive) . May 18, 2017 . The Hollywood Reporter.
  12. Web site: Company Overview of Woven Digital, Inc. . May 26, 2017 . . Bloomberg.
  13. News: Varian . Ethan . July 11, 2017 . Uproxx Media works with brands to make ads millennials actually want to watch . July 17, 2017 . Los Angeles Times.
  14. Web site: Yang . Melissah . January 22, 2015 . Woven Digital Scores Dime Magazine . October 28, 2024 . Los Angeles Business Journal . en-US.
  15. Web site: Spangler . Todd . November 1, 2016 . Woven Digital Names Benjamin Blank CEO in Latest Exec Shuffle . October 28, 2024 . . en-US.
  16. Web site: Halperin . Shirley . August 2, 2018 . Warner Music Group Acquires UPROXX . October 6, 2022 . Variety.
  17. News: Maytom . Tim . August 3, 2018 . Uproxx Media Group Acquired by Warner Music Group . August 4, 2018 . Mobile Marketing Magazine.
  18. Web site: Aswad . Jem . February 7, 2024 . Warner Music to Lay Off 10% of Staff in Effort to 'Double Down on Core Business' . November 26, 2024 . Variety.
  19. Web site: Paine . Andre . April 24, 2024 . Warner Music Group sells Uproxx and other media assets to independent company including Will.i.am . November 26, 2024 . Music Week.
  20. Web site: Huston . Caitlin . April 24, 2024 . Will.i.am, Jarret Myer, Rich Antoniello Acquire Uproxx, HipHopDX and More to Form New Studio . November 26, 2024 . . en-US.
  21. News: Saponara . Michael . April 24, 2024 . Elliott Wilson Named Editorial Director of UPROXX, HipHopDX & Dime Magazine as Brands Come Under New Ownership . November 26, 2024 . Billboard.
  22. News: Steele . Anne . Mullin . Benjamin . August 2, 2018 . Warner Music Pursues Young, Digital Audience With Purchase of Uproxx . November 26, 2024 . The Wall Street Journal.
  23. News: The Edgy Male-Targeted Digital Media Company Woven Acquires Uproxx . Shields . Mike . . April 17, 2014 . November 13, 2015.
  24. News: Jarvey . Natalie . March 16, 2015 . Uproxx Launches Daily News Show 'The Desk' (Exclusive) . November 12, 2015 . The Hollywood Reporter.
  25. News: Guaglione . Sara . March 2, 2017 . Woven Digital Rebrands, Pushes Uproxx's Longer Content . May 17, 2017 . MediaPost Communications.
  26. News: Gutelle . Sam . January 16, 2015 . Uproxx Debuts 'Luminaries', Its First Original Web Series . November 12, 2015 . Tubefilter.
  27. News: Here's How Fast a Web Series Can Take Off on Facebook . Shields . Mike . . April 17, 2015 . November 13, 2015.
  28. News: This Teen Created The World's Safest Gun: Luminaries . NepHub . May 21, 2015 . November 13, 2015.
  29. News: How a Web Series About Tradition Helped a Beer Brand Reach Millennials . Baysinger . Tim . . August 4, 2015 . November 13, 2015.
  30. News: Baysinger . Tim . September 24, 2015 . This Uproxx Series Will Spot Emerging Stars for Honda: 10 episodes bring new music to Honda Stage . November 13, 2015 . AdWeek.
  31. Natividad . Angela . January 12, 2017 . This Documentary About Rick Ross Is Actually a Pretty Impressive Ad for Checkers . . May 26, 2017.
  32. News: Schonbrun . Zach . January 8, 2017 . Rick Ross Documentary Video Doubles as Ad for Checkers . May 17, 2017 . The New York Times.
  33. Web site: White . Peter . June 14, 2021 . Dave Chappelle’s Pilot Boy Prods Boards ‘People’s Party With Talib Kweli’ As Podcast Moves To Luminary . November 26, 2024 . . en-US.
  34. Web site: Jones . Okla . August 14, 2023 . Just Blaze And Katty Customs Talk Sneaker Culture And Season Two Of UPROXX’s 'Fresh Pair' . November 26, 2024 . Essence.
  35. Web site: Uproxx Music Critics Poll 2018: Albums . UPROXX . November 27, 2023 . January 9, 2019.
  36. Web site: The 2019 Uproxx Music Critics Poll . UPROXX . November 27, 2023 . December 19, 2019.
  37. Web site: The 2020 Uproxx Music Critics Poll . UPROXX . November 27, 2023 . December 15, 2020.
  38. Web site: Uproxx Music Critics Poll 2021: Albums . UPROXX . November 27, 2023 . December 10, 2021.
  39. Web site: Uproxx Music Critics Poll 2022: Albums . UPROXX . November 27, 2023 . December 6, 2022.
  40. Web site: Uproxx Music Critics Poll 2023: Albums . UPROXX . December 20, 2023 . December 15, 2023.
  41. Web site: Uproxx Music Critics Poll 2018: Songs . UPROXX . November 27, 2023 . January 10, 2019.
  42. Web site: The 2020 Uproxx Music Critics Poll: The Best Songs Of The Year . UPROXX . November 27, 2023 . December 15, 2020.
  43. Web site: Uproxx Music Critics Poll 2021: Songs . UPROXX . November 27, 2023 . December 10, 2021.
  44. Web site: Uproxx Music Critics Poll 2022: Songs . UPROXX . November 27, 2023 . December 6, 2022.
  45. Web site: Uproxx Music Critics Poll 2023: Songs . UPROXX . December 20, 2023 . December 15, 2023.