Create Music Group continues its expansion within the music industry with an acquisition for majority stake in The Nations, which holds a global audience of more than 60 million.
CMG’s acquisition will allow The Nations’ companies, which includes Lowly., into CMG’s ecosystem and access to their audience of 400 million people around the globe. The focus of this global expansion will be on building out The Nations’ Web3 reach, NFTs, metaverse, gaming, and more.
“Create Music Group and The Nations were both launched by harnessing the power of YouTube to break artists,” CMG founder Jonathan Strauss said in a press release. “Create accomplished this through technology while The Nations did it through curation and brand building. Together we are unstoppable.”
The inclusion of Lowly. within the deal is massive. The label is credited with growing the careers of many EDM favorites, including Said The Sky, Inzo, Des Rocs, Greyson Chance, and many more. Lowly. has also garnered 200 million global streams in the last 12 months across all digital service providers.
“This acquisition not only substantially adds to our direct global audience, but also brings The Nations founder, Andre Benz, President Creighton Burke, and a deep bench of talent from one of the most groundbreaking curation companies in the business into the Create Music Group fold,” states Alexandre Williams, CMG co-founder and COO, in a press release. “We are particularly excited about Lowly. whose artists will now have direct access to our owned audience of 400 million people. We can’t wait to get started.”
Artists and music professionals around the globe have harnessed the power of NFTs to exponentially grow their careers, both financially and audience-wise. Famed house producer and DJ deadmau5 and Richie Hawtin have greatly expanded their PIXELYNX platform into a near household name. Create Music Group’s focus will be similar in growing The Nations’ Web3 reach.
“Witnessing the growth of Web3 and NFTs, we knew there was not only an opportunity but a responsibility to our artists, partners and team to always evolve, explore and incorporate new models,” said Andre Benz, The Nations founder. “To be a leader requires this exploration and further push the envelope and be the modern-day music brand that others speak to being. That is why we are excited to announce a formal partnership and collaboration between Create Music Group and Benz Media Group in order to head up all Web3 & NFT initiatives within a shared ecosystem between both companies.”
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