Will.i.am partners with media veterans to acquire Uproxx, HipHopDX and more to form new studio

Will.i.am is partnering with other prominent figures to revolutionize the digital media scene by forming a new autonomous media conglomerate named UPROXX Studios.

The conglomerate includes Uproxx, HipHopDX, Dime Magazine, and additional significant media assets from Warner Music Group (WMG), Forbes reported. UPROXX Studios emerged from the acquisition of the above media assets. Will.i.am’s AI tech company, FYI, partnered with Jarret Myer, the creator and former CEO of UPROXX, and Rich Antoniello, the founder and ex-CEO of Complex Networks, to establish UPROXX Studios. 

What is more, UPROXX has obtained an exclusive license to represent WMG’s esteemed YouTube content for all United States media sales, according to Business Wire.

The new studio will integrate the power of will.i.am’s FYI AI technology and FYI radio into its operations, leading to the creation of AI StoryLabs, which will be a specialized unit within UPROXX Studios. It will use advanced conversational AI to transform brand communication while forging “new pathways in content creation, advertising, publishing and audience consumption and distribution,” Businesswire reported.

In recent times, Wil.i.am. has been very focused on AI. Last year, he spoke with Forbes on the effects of FYI, and he commented, “Everything’s about to change, and we’re going to witness a societal redefining that will balance inequities.”

“The wave of transformation will topple yesterday’s industries, empowering underserved people to use these new tools and technologies to solve their problems and create new industries.”

UPROXX Studios’ initial projects include an AI-driven performance series, a customized radio format, and a technology show tailored for social media, demonstrating the potential of AI in marketing, according to Businesswire.

“Innovation is in our DNA,” will.i.am said. “Our continuous pursuit of developing new mediums and platforms will re-shape the future of creative expression. We are creating groundbreaking products and experiences that force the world of media to evolve alongside us. This is our mandate as pioneers of culture.”

Maria Weaver, President of WMX, said: “We’re pleased to return Uproxx to a team led by the brand’s founder Jarret Myer, along with other vibrant brands including HipHopDX. UPROXX Studios was the natural choice for WMG’s U.S. YouTube inventory. They’ve a proven track record with our content, and their newly independent company presents a good opportunity for advertisers.”