Warner Music Group today announced the acquisition of UPROXX–the influential youth culture media platform.

UPROXX will continue to be run by current CEO and Chief Creative Benjamin Blank and Co-Founder and Publisher Jarret Myer. Its editorial and studio operations will function as stand-alone entities with journalistic and creative independence, including working with any and all artists, athletes and innovators making their mark in culture.

"UPROXX was founded with the mission to deliver the best daily content and programming that shapes the lives of youth culture and the world we are inheriting," said UPROXX CEO Benjamin Blank.

"Over the past years, we've won the trust of our audience, along with numerous industry accolades, because of our understanding of culture, entertainment, and marketing – an approach that's rooted in authenticity and transparency," Blank added. "With Warner Music Group, we just doubled down on that formula and are now able to deliver more to our audience and partners with even more access and at much bigger scale.”

The acquisition will be a reunion for Myer and WMG CEO Max Lousada, who previously worked together at Rawkus Records. "UPROXX brings together pioneering personalities and credible brands in ways that move huge audiences to talk, listen and share," said Lousada. "It’ll be exciting to collaborate with Jarret again, along with Ben and their team, who will thrive in the creative and entrepreneurial environment we’re building. They’ll be great partners as we redefine what it means to be a dynamic, future-focused music company.”

Following the company's purchase of live music platform Songkick, it's clear WMG is diving in head-first into consumer-facing initiatives and focused on diversifying their business.