Create Music Group has acquired a majority interest in The Nations, a collection of YouTube channels with an audience of more than 60m people globally.

The deal also includes the acquisition of the independent record label Lowly.

“Create and The Nations were both launched by harnessing the power of YouTube to break artists,” said Jonathan Strauss, Founder and CEO of Create Music Group. “Create accomplished this through technology, while The Nations did it through curation and brand building. Together we are unstoppable.”

In addition to the acquisition, the deal creates a new joint venture company that will be focused on web3 innovation, including NFTs, the metaverse, gaming and more.

The Nations and Lowly. will continue to operate under the direction of President Creighton Burke and Co-Founder Andre Benz.

Benz founded The Nations as a single YouTube channel, Trap Nation, in 2012 when he was the ripe old age of 15.

Burke said: “After numerous conversations with Jonathan and Alex, it was clear we are a perfect match and both have some exciting things in the pipeline. We have a very strong team at Lowly., which is led by music veteran Vice President Sarah Landy and Nations head of programming Brandon De Oliveira. By joining the Create family, Lowly. artists now have access to one of the most powerful promotional vehicles in the music industry.”