Heather Vassar

The UPROXX newco is a smart media M&A rollup. Music and culture focus + a strong leadership team. I'm bullish on them doing well by *brands and fans*, and getting immediate revenue traction based on their WMG YouTube media sales partnership. In my newsletter tomorrow, I explain my insights on the deal, key questions I'm asking, why I think UPROXX STUDIOS is setup for success. For now, let's review the key deal details... UPROXX STUDIOS OVERVIEW • A new “brand solutions studio” that “connects brands with talent, cultural arenas, and audiences”  • Founded by media veterans Jarret Myer (CEO), Rich Antoniello (Exec Chairman), and will.i.am (Chief Visionary Officer) • Result of acquisitions of Uproxx, HipHopDX, Dime Magazine, and other Warner Music Group media assets • Reaches 170M+ monthly US visitors and generates 12B+ monthly US video views POST DEAL OPS • “Expect significant investments in our brands, team, and the experiences we offer” • Includes the excl license to represent WMG’s YouTube inventory for all US media sales  • Will integrate will.i.am’s FYI AI tech and FYI radio into ops UPROXX DIVISIONS • Uproxx – Millennial-focused culture media brand and production co (acquired by WMG in 2018) • HipHopDX – Digital mag of hip hop music criticism and news (acquired by WMG in 2020) • Dime Magazine – Digital mag of American basketball lifestyle (acquired by Uproxx in 2015) • FYI – productivity tool designed to serve Creatives. Combines messaging and collab tools with file mgmt and content pub features NEWCO VALUE PROP  • Access to A-list stars via WMG YouTube inventory + UPROXX superfan communities gives brands and advertisers new ways to participate in music culture • FYI AI tech will enable creation of AI StoryLabs, a new branded content and social media mgmt unit within UPROXX Studios  • "Merging the agility and freedom of an independent entity with the reach and resources of a major music label.” UPROXX HISTORY • f/k/a as Uproxx • Founded 2008 by Jarrett Meyer and Brian Bater (also co-founded Rawkus Records in 1996) • Acquired by male-focused media ad network Woven Digital in 2015 • Rebranded to Uproxx Media, Jarrett became GM • Bought by WMG in 2018 • Price undisclosed, but previous Uproxx Media investment was ~$43M • Value prop of acquisition was to “create engaging new experiences for young consumers, global promotional possibilities for brands, and innovative marketing opportunities for artists” • WMG exec Max Lousada and Uproxx co-founder Jarrett Myer used to work together at Rawkus Records WMG RELATED HISTORY • Announced 600 layoffs in Feb 2024, incl potential sale of Uproxx and HipHopDX • Also wound down its podcasting brand Interval Presents and social media publisher IMGN • Overall faced challenges in its O&O and digital brand sales biz -- I'm the founder of RockWater Industries. We do M&A and strategy advisory for media, agencies, and creator economy. My DMs are open.

30

4 Comments

Mission: Impossible—Troika Force Logline: In a world where media giants wrestle for dominance, Paramount Global entrusts its fate to ‘THE TROIKA’— 3 visionary leaders tasked with a high-stakes mission to rescue the studio from the brink. Through strategic cuts, covert partnerships, and bold innovations, they race against time to save PARA from collapse. Will they succeed in this epic quest, or will their efforts be the final act in a storied legacy? Originally seen as a temporary fix, ‘THE TROIKA’ is now set to steer the ship through some stormy seas and possibly redefine Paramount’s future. With PARA’S $14 billion debt & lagging stock, ‘THE TROIKA’ are tasked with making tough decisions, including significant layoffs & asset sales. Their goal? Transforming Paramount into a leaner, more agile company. Despite the unconventional setup and skepticism from some analysts, the team has a unified vision & close working relationship, always a good omen — if sustained. Cough. However, their success could end up paving the way for JUST 1 of them to take the helm — solo — eventually. #ParamountGlobal #Leadership #MediaIndustry #BusinessTransformation #filmindustry #entertainment #media #business #news

5

2 Comments

Content is still 👑 king 👑 in the streaming wars! Netflix commissioned its highest number of new global originals since Q3 2021, reaffirming its commitment to original content. According to Ampere Analysis, Netflix and Amazon dominated global commissions in Q1 2024, accounting for 53% of all new titles. Their strategy? Focusing on local content from regions like Germany, India, Korea, Spain, and Thailand to meet diverse audience demands and drive growth. 🌍📈 Netflix's surge in global originals highlights the ongoing power of unique, localized content in capturing viewers' hearts worldwide. https://lnkd.in/eC8M2xYK #StreamingWars #ContentIsKing #Netflix #Amazon #GlobalOriginals #AmpereAnalysis #MediaInnovation #Streaming

30

5 Comments

Music Videos? Do you watch them? This article discusses whether it makes sense for artists to still create them... If you're a big artist, Yes, you absolutely should. Otherwise, I would let the streams lead and take it from there. If they pop off like Dasha's "Austin", then go make that video and get those YouTube Streaming Dollas!

4

1 Comment

Music Business Association Music Biz 2024 coming up in May. Find out more about Reactional Music and what we are delivering across interactive music, music personalisation, in-game economies, generative composable music and the possibilities for creators, composers, artists and developers

14

2 Comments

Deepna Devkar, Ph.D. what a treat having you on the podcast! If you’ve ever wondered what goes into building your personalised experience on Max, this is the episode for you. Tune in to hear from one of the minds leading the build of the platform experience!

52

1 Comment

“Sony Music Entertainment is set to acquire the catalog of legendary rock band Queen in a landmark deal worth GBP £1 billion (USD $1.27 billion at current exchange rates). That’s according to Hits, which reported on Wednesday (June 19), citing sources, that Sony Music has emerged as the winning buyer for Queen’s recording and publishing rights, as well as royalties from previous deals with Disney Music Group and Universal Music Group. Disney owns the band’s recorded music catalog in North America, while UMG has a global distribution agreement with Disney. Separately, Queen band members Brian May, Roger Taylor, and John Deacon – plus the Freddie Mercury estate – each own equal shares in the company Queen Productions Ltd, which owns the group’s recording catalog outside the US and Canada, Music Business Worldwide noted in a report last year. UMG, as Disney’s distributor, will reportedly retain distribution rights in North America, although Sony will receive the royalties. UMG’s worldwide distribution rights will then transfer to Sony in 2026 or 2027, making Sony Music the sole distributor and owner of all Queen content globally, Hits explained. The deal also reportedly includes name and likeness rights, opening doors for merchandise and other ventures. Meanwhile, Queen’s founding members, May and Taylor, who continue to tour with vocalist Adam Lambert, will reportedly retain control of revenue from live performances.” Read the full article for more: #Queen #SonyMusic #UMG #DisneyMusicGroup #UniversalMusicGroup #Music #MusicBusiness #Musica #MusicIndustry #Musique #Musik #MusicBiz #Creators #Artists

1

*More than half of Netflix's content budget is now allocated to original and acquired content sourced outside of North America. *With 70% of Netflix subscribers located outside North America, producing and licensing local content remains crucial for fostering organic subscriber growth and minimising churn. *Europe’s big five markets, particularly the UK and Spain, attract substantial investment. Beyond Europe, South Korea, Japan and China emerge as top international markets for Netflix's content spending. *Netflix’s own audience data indicating that non-English titles contribute to ~30% of viewing. *International content spending represents a risky but rewarding proposition. Netflix's international production capabilities are a key differentiator in the streaming market. *This advantage is not without its challenges, however, with international consumers expecting a steady supply of freshly curated, localised content. #content #tv #streaming #international #vod #svod https://lnkd.in/ejuHfVM3

2

I’ve mentioned in previous posts and in conversations that there are really only two types of creatives in the marketplace trendy or talented. Most of the indie creatives that I’ve had the opportunity to work with are genuinely gifted and talented because my goal and purpose is to help these type of creatives navigate the landscape of music. I will often times tell them that just because they have an amazing gift and message that can impact others deeply doesn’t automatically equate to quick success. I genuine believe that indie creatives with real skill and talent will always win but in most cases their success trajectory will undoubtedly take longer. If you want to learn more about the foundation of core fan building make sure to download my FREE PDF entitled: “The Genesis Of Superfan Building: 5 Keys For Helping Indie Creatives Establish Their Core Audience” (Click The Link In My Below) #supportindiemusic #bridgingthegap #valuerelationships #creativeindustryprofessionals #makeadifference #payitforward #corefanbuilding #superfans #ncourage #nspire https://bit.ly/41xXDIT

8

Had a great time speaking on the “How Gaming is Revolutionizing Entertainment” panel!  I shared a few proof points (see below) – especially interesting given the uncertainty surrounding theatrical releases, streaming subscriber growth and superhero premieres.  Bottom line:  Players want more of the characters, stories and worlds they love! 🎮 ARCANE / LEAGUE OF LEGENDS – The first entertainment move from Riot Games gave players what they’d been asking for – stories that bring the world to life in ways as compelling and dramatic as the gameplay itself.  Created by two OG Rioters as a love letter to fans, Arcane premiered in 2021 as a Top 10 Netflix series in 87 markets, won Netflix and Riot their 1st animated series Emmy🏆 – and blew away everyone’s expectations. 🎮 THE LAST OF US – The 2023 premiere of this close adaptation of the 2013 narrative game was HBO’s 2nd largest series premiere since 2010, pulling in 4.7 million viewers Day 1 and 40 million viewers in 2 months – and bringing home 8 Emmy wins🏆. 🎮 FIVE NIGHTS AT FREDDY'S – The 2023 day-and-date PG-13 movie release based on the 2014 game brought tweens and tweens to theaters on opening weekend – 81% of the audience was 25 years old or younger, 58% male and 42% female – for a shared fright-night experience that ultimately earned $296 million at the global box office and ranked as the #1 horror movie of the year and #1 Blumhouse release ever🤯.  The over 25 year old crowd opted to stream at home, giving Peacock its #1 viewership and subscriber release to date in the US. 🎮 THE SUPER MARIO BROS. MOVIE – This 2023 theatrical release based on the 1985(!) game drew in a 4-quad audience and grossed $1.3 BILLION at the global box office – the 1st gaming adaption to break $1B at the box office – and ranked as the #1 Illumination movie ever (bigger than Minions and Despicable Me, and erasing the the disappointment of the 1993 Super Mario movie)🤯. 💡My recommendation to entertainment development execs for opportunities beyond console gaming?  Look to Roblox for original IP hits with built-in audiences (and give me a call to help build out a robust 360 global franchise😉). Shoutout to fellow speakers Derick Tsai , Darion Lowenstein and Jasper Brand who offered amazing insights and recommendations for IP developers looking to expand their footprint and raise funds.  And thanks to moderator Justin Shenkarow for posing great questions and Alfie Rustom for organizing the event!

81

8 Comments

📺 Apple will introduce a new version of its streaming television operating system, tvOS 18, later this year, featuring character-driven data and a dialogue enhancer. 🎬 The new feature, InSight, allows streamers to see timely updates about actors, characters, and music offered through Apple TV Plus content, integrating directly with other Apple services like Apple Music. 🗣️ Enhanced Dialogue will utilize machine learning and computational audio to deliver greater vocal clarity over music, action, and background noise on various devices including Apple TV 4K, HomePod, iPhones, and iPads. 🌍 Other features in tvOS 18 include smarter subtitles, updated screen savers, a revamped Apple Fitness Plus app, better integration with smart home devices, support for 21:9 aspect ratio videos on projectors, and improvements to FaceTime and Continuity Camera for video conferencing. #svod #ai #apple #tv https://lnkd.in/eAgubRGC

10

My entire career has really been centered around helping artists and producers and sharing my ideas to help them win. I love being an asset to others. I have to admit tho. There’s so many ideas I’ve shared over the years that just never ended up getting done for whatever the reason. I’m always trying to figure things out to improve on them. I had to get all the big ideas I had, out to the world. So, I started a collective. I wanted a vehicle get all my music ideas out. The first song I produced was around 2007 but most people didn’t know I actually produced music. People knew me as a label owner and manager but they were kinda right because my focus was the label & the artists I worked with. In 2019, I had the idea to start a collective to release music that I produced. This way, if I ever had an idea I wanted to execute I didn’t have to have those ideas live or die based on if another artist wanted to try it or not. In the 4th Quarter of 2022, I, with the help of so many other creatives got to release FOREVER on the label I founded Valholla Records. An R&B song that now has about 10 remixes and on its way to a million streams, featured on multiple platforms. Today, the rotating collective I told you about, is in the top 10%percentile of all artists in the United States, 30% in the world according to chartmetric. In under two years, with no full length projects - but we did it by releasing new music every 4-6 weeks and consistently doing content, just like you’re watching now. I get to use all the things I’ve learned and now, as a label we get keep promotion cycles going longer with content. I’m happy I have an outlet to share my ideas and I get to collaborate with some amazing artists, producers and songwriters. So, look if you haven’t listened to anything from Vince & The Valholla Empire, I’d bet that you’d stumble across the music soon, and when you do, there’s going to be a bunch of other songs for you to discover from our catalog. This was long but I wanted to share where I am at this moment. It’s an amazing feeling to get your ideas out the way you in vision them. If you’ve never experienced this, I urge you to share your art, unapologeticly and without the fear of what anyone would say. I’m rooting for you.

3

🎶 In a record-setting year for the music industry, sales of recorded music in the U.S. soared to $17.1 billion in 2023. Streaming led the charge with 84%, while vinyl saw double-digit growth. Discover more about the music boom and the changing landscape from the latest RIAA report. https://lnkd.in/ghEaTMYY #MusicIndustry

1

From WrapPro -- the headline-- Latino Audiences Are the Secret to ‘Godzilla x Kong,’ ‘Bad Boys 4’ and ‘Inside Out 2’ Box Office Boom. Below is a link to the article which requires a password but Ive included the most important talking points. It falls into the "No, sh*t, Sherlock" category but never a bad idea to remind ourselves... Latino and Hispanic moviegoers are helping propel big-budget movies to box office success — a welcome shot in the arm as the 2024 box office struggles to come back to life following a pandemic and two crippling labor strikes. Recent tentpole releases like “Godzilla x Kong: The New Empire,” “Bad Boys: Ride or Die” and “Inside Out 2” (fresh off a record-breaking opening weekend) have all seen significant numbers of Latino and Hispanic moviegoers. They are disproportionally higher ticket buyers than other demographic groups because they tend to go to movies in larger groups of family and friends, according to research from management consultant McKinsey. Case in point: “Godzilla x Kong: The New Empire,” the latest and now most successful entry in the MonsterVerse franchise at $571 million worldwide, counted on Latinos and Hispanics for 35% of its audience, just behind Caucasians at 36%, with Asian/other at 18% and Black viewers at 17%. The film played well across the board, with men making up 62% of ticket buyers, but the Hispanic and Latino audience was a defining factor in some areas, according to data from Warner Bros. “Going out to the movie theater with a group of your friends and family in that communal environment of the movie theater is something that has traditionally been a big part of the entertainment diet of the Latino audience, and that’s fantastic for theaters,” Paul Dergarabedian, Comscore senior media analyst, told TheWrap. “Selling one ticket at a time or two is one thing, but being able to have an entire family or group of friends and family go to a movie theater, that’s gold at the box office.” It’s not just action movies capitalizing on Latino turnout. Family films play huge with the demo as well. Pixar’s “Inside Out 2” drew a 36% Latino and Hispanic audience on Father’s Day weekend, a higher share than any Pixar film outside “Coco.” The sequel’s ability to resonate with the demo is translating into boffo ticket sales and great walk up business. The Pixar sequel scored a whopping $155 million during opening weekend, the second-highest North American opening for an animated film ever. It’s so big, it’s already put the box office ahead of schedule on its road to recovery. “For the Latino audience, it’s the tradition that holds for many families of all backgrounds, but certainly we’re seeing in the demographic data and in the numbers that the Latino audience is very, very important to the bottom line for movie theaters and for Hollywood,” Dergarabedian added.

133

16 Comments

AMC Q2 2024 Earnings Estimate and a look ahead at better times for AMC Entertainment #AMC #AMCQ22024 #AMCQ2Earnings

1

It's been a fascinating week for seeing the impact of Luminate's Streaming Analytics product in explaining not only decisions made in the entertainment industry, but also how entertainment reflects culture and even national politics: ‘Halo’ Canceled After Two Seasons at Paramount+ (from Variety) https://lnkd.in/gG3kiqfd [One month earlier, via Luminate] Halo’s Second Season Slump https://lnkd.in/gxfFjE6a The 'Star Wars' Rating Problem and What To Do Next https://lnkd.in/gR2wbjQS Luminate's Jimmy Doyle and Matthew Belloni discuss data driven analysis on The Walt Disney Company's last 5 years of releases in the Star Wars universe ‘Hillbilly Elegy’ Viewership Jumps 1,000% After J.D. Vance Named Trump’s Vice President Pick, Hitting 164,000 Views (from Variety) https://lnkd.in/gQPUXbTy After Donald Trump’s announcement of J.D. Vance as his running mate on Monday, viewership of “Hillbilly Elegy” increased by 1,179% compared to the day before, per Luminate

65

1 Comment

After YouTube, TubiTV is the fastest growing streaming service In the US. Puck News' podcast, "The Powers That Be", discusses the key factors behind its success and then takes a look at the fortunes of HBO/Max. My takeaways: - Discoverability -> Engagement -> increased ad revenue/lower churn rate - "Old Programming" represents a very significant opportunity for both streamers and advertisers - The road ahead will be different than the road already traveled Stormcast Cinema's average session times for our Western Mania and Amazing Classics channels are well over 2x the industry average, showing that a combination of classic movies and custom app design brings a highly engaged audience.

10

1 Comment