New Slate of Original Programming & Podcasts, Scaled Premium Video, and 1st Party Data Storefront for Brands Unveiled
WMX, Warner Music Group’s culture-driving media and creative content division, which launched in the fall of 2021, has quickly become a top five media company in the US. With direct access to today’s hottest superstars, social-first culture brands, an award-winning studio and originals team, and massive global media scale, WMX is an entertainment and youth culture powerhouse for the new generation. The company generates over 250 million monthly visitors and over 50 billion monthly premium video views across its portfolio.
Held at 214 Lafayette Street in SOHO, NYC and streamed live through the IAB, the WMX NewFronts event featured immersive, on-the-ground installations that gave advertisers an opportunity to experience WMX’s culture-driving content and publishing brands firsthand.
At their inaugural NewFronts presentation, WMX unveiled its data and audience intelligence storefront “WMX CONNECTS,” and gave an early preview of new strategic partnerships and initiatives in the Web3 space. WMX also announced the exploration of ad-supported, music and entertainment connected TV products, and is currently discussing this platform with potential launch partners. The offering would feature thousands of music videos and live concerts from Warner Music Group’s global catalogue of iconic artists, in addition to documentaries and original programming from WMG’s media brands including UPROXX, HipHopDX, Song Kick, Cover Nation, The Pit, Warner Music Entertainment and more.
WMX also unveiled a slate of original programming that will roll out across its owned and operated properties later this year, providing more opportunities for advertisers to connect with their consumers through WMX content. New and returning programs include:
Fresh Pair with Katty Customs (NEW)
Sneaker customizer and remix artist Katty Customs – alongside co-host and executive producer Just Blaze – sits down with different celebrities to talk about their passion for sneaker culture and streetwear style. At the end of each episode, Katty will gift her guest a pair of customized shoes, crafted with input from the artist themselves. Season one guests include The Game, Will.I.Am., Redman, TI, Jim Jones, El-P, Jadakiss, Styles P and more. Each episode will end with a minting of an NFT inspired by the sneaker creation and episode guest.
Iconic Records (NEW)
Season one of this eight-episode visual podcast will explore the legacy of Notorious B.I.G. as well as the cultural impact, confluence, and influence of Life After Death surrounding the album’s 25th anniversary. Each episode provides new insight into Biggie, his music, and more with interviews from a variety of luminaries forever connected to Biggie and his magnum opus, whether dear friend, producer, stylist, mentee or current artist forever indebted to BIG’s brilliance.
Limited (NEW)
Music and streetwear have been intertwined for generations, with today’s artists having more of an impact on cultural trends than ever before. In each episode of this new series, a popular artist will give three emerging designers the opportunity to develop an innovative, Limited edition merch item for the artist.
People’s Party with Talib Kweli
People’s Party is a podcast, a video series, and most importantly, an idea lab where contemporary issues are discussed with thoughtful, passionate people who help shape culture. Upcoming guests include Jay Pharoah, Tom Segura, Seth Green, Jeff Ross, DJ Jazzy Jeff, and Cypress Hill.
The Eye Sessions
THE EYE Sessions brings fans intimate performances from a completely unique perspective. Filmed with one camera, one microphone, and in one take, THE EYE Sessions captures artists in their rawest form.
Additionally, The WMX NewFronts presentation highlighted the diverse range of social-focused properties in its portfolio, including:
IMGN Media
A next-gen media company creating the content Gen Z loves. Top Snapchat Discover channels like So Satisfying, Daquan, and TryHard offer the ability to tap into young audiences’ passion for memes, ASMR, and gaming with unique inventory.
Lasso Nation
An inclusive, social-first country music and lifestyle publisher built on first party data and insights to reflect the interests and passions of the young, modern country fan – from eSports and gaming to streetwear and hip hop.
Maria Weaver, President, WMX said: “We’re building a business that is transforming the way artists, fans and brands interact, and leading culture with trendsetting content and innovative experiences. We’ve also been creating opportunities for artists outside of music that have led to commercial success. With our global capabilities, expanding portfolio of media brands, and exclusive content offerings, we’re bringing brands closer to artists than ever before.”
Ben Blank, President, Media & Content Business, WMX said: “Developing opportunities that creatively amplify artists and brands is an essential element of the work that we do at WMX. With our creative content studio, we bring influential content to audiences around the world and provide authentic opportunities for artists and brands alike.”
Erin Moran, Global Chief Revenue Officer, WMX said: “WMX offers clear-cut audience insights that bring brands closer to their consumers than ever before. These insights, coupled with our highly engaged global audience of music lovers delivers unmatched reach for brands looking to drive culture forward.”
When WEA was formed in 1971, it brought together three visionary record labels – Warner Bros., Elektra, and Atlantic – to form a musical powerhouse that changed the face of the modern music business. In November 2021 WEA underwent a rebrand, spearheaded by current President Maria Weaver, that saw the business restructure to harness its marketing power, D2C capabilities, and innovative approach to serving artists and brands alike. Today, WMX is setting a new standard for artists, advertisers, and fans, through world class experiences, award-winning creative content, and industry leading audience insights.
