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Warner Music acquires IMGN, a social media publishing platform, for under $100M

It’s a whole new playing field these days for music labels and publishers, and today one of the biggies made an acquisition to help it sharpen up its strategy to better understand what people want to see and hear online today.
Warner Music — with a market cap of $15.4 billion, one of the big three recording giants alongside Universal and Sony and which owns labels like Atlantic, Elektra and others and has a huge roster of artists that includes the likes of Madonna, Ed Sheeran and Linkin Park — is acquiring IMGN Media, a Tel Aviv and New York-based startup that builds and tracks viral social media content in categories like e-sports and gaming, ASMR and entertainment.
IMGN used be called Comedy.com. It widened its remit from simply funny stuff and rebranded in 2017, and according to its site has about 3 billion views per month and has some 40 million subscribers to its content, with some 85% of that classified as “Gen Z and millennials.”
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