We advised you Warner Music Group was changing into a media firm – now it’s launched an promoting division.

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MBW previously determined that the Warner Music Group has grown into a full-fledged media publisher over the past two years.

We have published the news about the takeover of the media brands UPROXX (2018) and HipHopDX (2020) by WMG. And we also spread the news that WMG bought Instagram and TikTok meme maker IMGN for around $ 85 million a few years ago.

WMG’s status as a traditional (if not traditional) media publisher is now entering the next phase of this development.

The company has launched a new digital advertising and creative content division (under the Label and Artist Services division, WEA) through which it will sell its own advertisements.

Led by Benjamin Blank, who has been named WEA’s new media president, Warner says the new division will consolidate its “digital advertising firepower under one unit”.

Blank’s tasks include the youth culture platform UPROXX, Songkick, the live music app acquired by WMG in 2017 and HipHopDX, the hip-hop media platform that WMG bought last year and recently expanded into Asia.

Blank, who most recently served as CEO / CCO of the UPROXX Media Group, will oversee the creative teams of each brand and oversee advertising sales across all WMG media properties.

WMG says that under Blank, each platform will continue to be operated separately “with journalistic independence and creative freedom”.

Los Angeles-based Blank will continue to report directly to WEA President Maria Weaver.

What is the Warner Music Group’s business as a media publisher?

Try this model: Warner claims it generates over 30 billion video views monthly from premium content on verified premium YouTube channels, as well as streaming and social platforms.

(It’s worth noting that unlike Sony Music and Universal Music, WMG is not a stakeholder in the premium music video platform Vevo.)

Prior to UPROXX, Blank co-founded the production company Locksmith Content, where he directed award-winning television commercials, branded content and films for high profile clients such as American Express, Nike and Groupon.

Before co-founding Locksmith, Blank was a producer at Anonymous Content, where he worked with influential directors such as Mark Romanek and Antoine Fuqua.

“There is no doubt that he is the right person to take the reins when we take a new approach to our own media.”

Maria Weaver, WMG

Weaver said, “Since meeting Ben, I’ve been impressed with his drive, leadership, and fearless ability to think outside the box to create meaningful and engaging content.

“He is always in tune with the cultural conversation and he and the UPROXX team have built something very special.

“There is no doubt that he is the right person to take the reins when we take a new approach to our own media.”

“Warner Music is a powerhouse that houses not only some of the world’s most influential artists, but also culture-defining brands and online destinations for music fans.”

Benjamin Blank

Blank added, “Warner Music is a powerhouse that is home to not only some of the world’s most influential artists, but also culture-defining brands and online destinations for music fans.

“It makes sense to bring this collective firepower under one roof so that our partners can take advantage of our broad reach of fans around the world to an even greater extent.

“I look forward to working with Maria and look forward to continuing to work with my UPROXX family and everyone at HipHopDX and Songkick.”

Today’s news follows the recent promotion of longtime wind turbine manager Elsa Vivero to General Manager / Executive Vice President of Global Commercial Services.Music business worldwide

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