Will.i.am is immersing himself further in the media landscape.
According to a press release, he has joined Jarret Myer and Rich Antoniello in forming Uproxx Studios. It is described as a brand solutions studio led by influential leaders in media and music who will consider culture and push it forward.
The new entity has been established following the acquisition of Uproxx, HipHopDX, Dime Magazine, and other major media assets from Warner Music Group (WMG), such as the exclusive license to represent its YouTube content.
Looking ahead, Uproxx Studios and WMG will remain in collaboration to guarantee seamless execution for their partners.
Antoniello, partner and executive chairman of Uproxx Studios as well as founder and ex-CEO of Complex Network, commented, “This is a game-changer. We’re merging the agility and freedom of an independent entity with the reach and resources of a major music label. This is the recipe for groundbreaking content and unparalleled brand experiences.”
Uproxx Studios’ launch will be supported by folding Will.i.am’s FYI AI technology and FYI radio into its operation and have a new brainchild named AI StoryLabs, which will be a vertical under Uproxx Studios utilizing conversational artificial intelligence (AI). These capabilities are anticipated to enhance brand communication with the goal of disrupting content creation, advertising, publishing, audience consumption, and distribution.
“Innovation is in our DNA,” Will.i.am said. “Our continuous pursuit of developing new mediums and platforms will re-shape the future of creative expression. We are crafting products and experiences so groundbreaking that they compel the world of media to evolve alongside us. This is our mandate as pioneers of culture.”
With a concentrated focus on the media company, Myer, incoming CEO of Uproxx Studios, shared that the move will drive momentum. “We’re doubling down on growth. Expect significant investments in our brands, team, and the experiences we offer – both creators and audiences alike. Through its partnership with FYI, UPROXX Studios embraces pioneering technology and also signals its commitment to fostering creativity and pushing the limits of digital expression.”
Maria Weaver, president of WMX, added, “We’re pleased to return Uproxx to a team led by the brand’s founder Jarret Myer, along with other vibrant brands including HipHopDX. UPROXX Studios was the natural choice for WMG’s U.S. YouTube inventory. They’ve a proven track record with our content, and their newly independent company presents a good opportunity for advertisers.”
