:Uproxx
{{Short description|Pop culture news website}}
{{Italic title}}
{{Use mdy dates|date=November 2024}}
{{Infobox website
| name = Uproxx
| logo = Uproxx.svg
| company_type =
| foundation = {{start date and age|2008}}
| founder = {{hlist| Jarret Myer | Brian Brater }}
| location_city = Los Angeles, California
| location_country = United States
| area_served =
| key_people = {{Plainlist|
}}
| owner =
| url = {{url|http://uproxx.com/}}
| website_type = Music and culture
| language = English
}}
Uproxx Studios (stylized as UPROXX) is an American music, entertainment and popular culture website and content studio. It was founded in 2008 by Jarret Myer and Brian Brater. The website was acquired in 2014 by Woven Digital (which later changed its name to Uproxx Media Group). In August 2018, Uproxx Media Group was acquired by Warner Music Group, with Myer remaining in control of the company's operations as publisher.{{Cite news |url=http://ramp247.com/executive-action/wmg-acquires-uproxx/ |title=WMG Acquires UPROXX |date=August 2, 2018 |work=RAMP – Radio and Music Pros|access-date=August 2, 2018 |language=en-us}}
In April 2024, Myer partnered with Rich Antoniello and will.i.am to form an independent company, Uproxx Studios, after acquiring Uproxx along with HipHopDX and Dime Magazine from Warner Music Group.
History
Uproxx was founded in 2008 by Jarret Myer and Brian Brater, who previously co-founded the hip hop label Rawkus Records in 1996.{{cite journal |last=Mao |first=Chairman |date=June–July 1998 |title=Bring Da Rawkus |url=https://archive.org/details/bub_gb_kysEAAAAMBAJ/page/n69/mode/1up |journal=Vibe |pages=64–65 |access-date=November 26, 2024}}{{Cite web |last=Varian |first=Ethan |date=July 11, 2017 |title=Uproxx Media works with brands to make ads millennials actually want to watch |url=https://www.latimes.com/business/hollywood/la-fi-ct-uproxx-ads-20170711-story.html |access-date=October 28, 2024 |website=Los Angeles Times |language=en-US}}
In April 2014, Uproxx was acquired by Woven Digital,{{cite news |last=Spangler |first=Todd |date=April 17, 2014 |title=Showbiz Site Uproxx Acquired by Guy-Focused Digital Media Firm Woven |url=https://variety.com/2014/digital/news/showbiz-site-uproxx-acquired-by-guy-focused-digital-media-firm-woven-1201158843/ |access-date=November 12, 2015 |work=Variety}} an ad network company.{{cite news |last=Shields |first=Mike |date=June 30, 2016 |title=Male-Oriented Web Publisher Woven Digital Raises $18.5 Million |url=https://www.wsj.com/articles/male-oriented-web-publisher-woven-digital-raises-18-5-million-1467284400 |access-date=May 17, 2017 |work=The Wall Street Journal}}{{Cite news |last=Kozlowski |first=Lori |title=Woven: Creating A Digital Network For Young Men |url=https://www.forbes.com/sites/lorikozlowski/2014/05/21/woven-creating-a-digital-network-for-young-men/#5602dbc871bc |access-date=November 20, 2018 |work=Forbes |language=en}} In December 2014, Woven raised US$18 million in Series A funding with a portion of the capital allocated to growing Uproxx through staff hires and video development.{{cite news |last=Ha |first=Anthony |date=December 11, 2014 |title=Advertising Tech Woven Digital, Owner Of Uproxx And Brobible, Raises $18M |url=https://techcrunch.com/2014/12/11/woven-digital-series-a/ |access-date=November 12, 2015 |work=TechCrunch}}
Myer joined Woven Digital as general manager of publishing.{{cite news |title=UPROXX Launches Documentary Series With Three-Part Piece On Guns N' Roses |last=Brouwer |first=Bree |url=http://www.tubefilter.com/2015/04/22/uproxx-docs-guns-n-roses-documentary-series/ |work=Tubefilter |date=April 22, 2015 |access-date=November 12, 2015}} Uproxx was Woven Digital's largest brand, with a viewership of 40 million per month.{{cite journal |last=Spangler |first=Todd |date=March 3, 2017 |title=Woven Digital Changes Name to Uproxx Media |url=https://variety.com/2017/digital/news/woven-digital-name-change-uproxx-media-1202001917/ |journal=Variety |access-date=May 17, 2017}} Then Headquartered in Culver City,{{cite news |last=Spangler |first=Todd |date=April 19, 2016 |title=Woven Digital Acquires HitFix |url=https://variety.com/2016/digital/news/woven-digital-acquires-hitfix-1201756705/ |access-date=May 17, 2017 |work=Variety}} the company also had production facilities in New York City{{cite news |last=Jarvey |first=Natalie |date=August 18, 2015 |title=Uproxx-Owner Woven Digital Sees CEO Shakeup (Exclusive) |url=http://www.hollywoodreporter.com/news/uproxx-owner-woven-digital-sees-816151 |access-date=May 18, 2017 |work=The Hollywood Reporter}} and Chicago.{{cite web |title=Company Overview of Woven Digital, Inc. |url=https://www.bloomberg.com/research/stocks/private/snapshot.asp?privcapid=134285040 |access-date=May 26, 2017 |work=Bloomberg Businessweek |publisher=Bloomberg}} The Culver City offices housed a full production studio staffed by writers, illustrators, presenters and video editing staff; the company produced all of its own sponsored videos.{{cite news |last=Varian |first=Ethan |date=July 11, 2017 |title=Uproxx Media works with brands to make ads millennials actually want to watch |url=http://www.latimes.com/business/hollywood/la-fi-ct-uproxx-ads-20170711-story.html |access-date=July 17, 2017 |work=Los Angeles Times}}
In January 2015, Uproxx acquired Dime Magazine to expand its sports division.{{Cite web |last=Yang |first=Melissah |date=January 22, 2015 |title=Woven Digital Scores Dime Magazine |url=https://labusinessjournal.com/media/woven-digital-scores-dime-magazine/ |access-date=October 28, 2024 |website=Los Angeles Business Journal |language=en-US}} Uproxx's coverage of film and TV was expanded with the acquisitions of HitFix in 2016. Following these acquisitions, the company had 110 employees as of March 2017. Benjamin Blank, who served as the chief creative officer, was also named CEO of the company in November 2016.{{Cite web |last=Spangler |first=Todd |date=November 1, 2016 |title=Woven Digital Names Benjamin Blank CEO in Latest Exec Shuffle |url=https://variety.com/2016/digital/exec-shuffle-people-news/woven-digital-benjamin-blank-ceo-1201904746/ |access-date=October 28, 2024 |website=Variety |language=en-US}}
In August 2018, Warner Music Group announced that it had acquired Uproxx and its properties.{{Cite web |last1=Halperin |first1=Shirley |date=August 2, 2018 |title=Warner Music Group Acquires UPROXX |url=https://variety.com/2018/digital/news/warner-music-group-acquires-uproxx-1202893495/ |access-date=October 6, 2022 |website=Variety}} While the acquisition was for an undisclosed sum, Uproxx had raised around $43 million (£33 million) from previous investment, possibly indicating the firm's valuation.{{cite news |last1=Maytom |first1=Tim |date=August 3, 2018 |title=Uproxx Media Group Acquired by Warner Music Group |url=https://mobilemarketingmagazine.com/uproxx-media-group-acquired-by-warner-music-group/ |access-date=August 4, 2018 |work=Mobile Marketing Magazine}}
In February 2024, Warner indicated its plan to sell its owned media assets, including Uproxx and HipHopDX, as part of a shift to focus on its music business.{{Cite web |last=Aswad |first=Jem |date=February 7, 2024 |title=Warner Music to Lay Off 10% of Staff in Effort to 'Double Down on Core Business' |url=https://variety.com/2024/music/news/warner-music-to-lay-off-10-percent-staff-1235901563/ |access-date=November 26, 2024 |website=Variety}} Following this announcement, Myer partnered with Rich Antoniello and will.i.am to acquire Uproxx, HipHopDX, and Dime Magazine, bringing all three publications under an independent company named Uproxx Studios in April 2024.{{Cite web |last=Paine |first=Andre |date=April 24, 2024 |title=Warner Music Group sells Uproxx and other media assets to independent company including Will.i.am |url=https://www.musicweek.com/media/read/warner-music-group-sells-uproxx-and-other-media-assets-to-independent-company-including-will-i-am/089675 |access-date=November 26, 2024 |website=Music Week}}{{Cite web |last=Huston |first=Caitlin |date=April 24, 2024 |title=Will.i.am, Jarret Myer, Rich Antoniello Acquire Uproxx, HipHopDX and More to Form New Studio |url=https://www.hollywoodreporter.com/business/business-news/will-i-am-jarret-myer-rich-antoniello-acquire-uproxx-hiphopdx-1235880235/ |access-date=November 26, 2024 |website=The Hollywood Reporter |language=en-US}} The new independent studio also reached a deal to represent Warner Music for all YouTube media sales in the United States. Myer was named CEO, Antoniello served as partner and executive chairman, and will.i.am joined as partner, investor, and chief visionary officer.{{Cite news |last=Saponara |first=Michael |date=April 24, 2024 |title=Elliott Wilson Named Editorial Director of UPROXX, HipHopDX & Dime Magazine as Brands Come Under New Ownership |url=https://www.billboard.com/music/rb-hip-hop/elliott-wilson-editorial-director-uproxx-studios-hiphopdx-dime-1235665339/ |access-date=November 26, 2024 |work=Billboard}} Elliott Wilson was also appointed editorial director of hip-hop journalism overseeing Uproxx, HipHopDX and Dime Magazine.
Content
Uproxx covers entertainment and popular culture, including fashion, music, and sports.{{Cite news |last=Steele |first=Anne |last2=Mullin |first2=Benjamin |date=August 2, 2018 |title=Warner Music Pursues Young, Digital Audience With Purchase of Uproxx |url=https://www.wsj.com/articles/warner-music-pursues-young-digital-audience-with-purchase-of-uproxx-1533233772 |access-date=November 26, 2024 |work=The Wall Street Journal}} Video makes up a significant portion of the site's content and Uproxx produces both original and sponsored video.{{cite news |title=The Edgy Male-Targeted Digital Media Company Woven Acquires Uproxx |last=Shields |first=Mike |url=https://blogs.wsj.com/cmo/2014/04/17/the-edgy-male-targeted-digital-media-company-woven-acquires-uproxx/ |work=The Wall Street Journal |date=April 17, 2014 |access-date=November 13, 2015}} After its acquisition by Woven, Uproxx placed more emphasis on video content and released several web series.{{cite news |last=Jarvey |first=Natalie |date=March 16, 2015 |title=Uproxx Launches Daily News Show 'The Desk' (Exclusive) |url=http://www.hollywoodreporter.com/news/uproxx-launches-daily-news-show-781635 |access-date=November 12, 2015 |work=The Hollywood Reporter}} It develops web originals, long- and short-form series and films.{{cite news |last=Guaglione |first=Sara |date=March 2, 2017 |title=Woven Digital Rebrands, Pushes Uproxx's Longer Content |url=https://www.mediapost.com/publications/article/296291/woven-digital-rebrands-pushes-uproxxs-longer-con.html |access-date=May 17, 2017 |publisher=MediaPost Communications}}
Luminaries, a show that profiled young scientists and inventors, was Uproxx’s first original series in January 2015.{{cite news |last=Gutelle |first=Sam |date=January 16, 2015 |title=Uproxx Debuts 'Luminaries', Its First Original Web Series |url=http://www.tubefilter.com/2015/01/16/uproxx-woven-digital-luminaries-hp/ |access-date=November 12, 2015 |work=Tubefilter}} The first two episodes of the series generated 18.5 million views within the first four months.{{cite news |title=Here's How Fast a Web Series Can Take Off on Facebook |last=Shields |first=Mike |url=https://blogs.wsj.com/cmo/2015/04/17/heres-how-fast-a-web-series-can-take-off-on-facebook/ |work=The Wall Street Journal |date=April 17, 2015 |access-date=November 13, 2015}} Luminaries was nominated for a Webby Award in 2015.{{cite news |title=This Teen Created The World's Safest Gun: Luminaries |url=http://www.nephub.com/2015/05/this-teen-created-the-worlds-safest-gun-luminaries/ |work=NepHub |date=May 21, 2015 |access-date=November 13, 2015}} Also in 2015, Uproxx launched several sponsored video series. Among these were Human, a video series about artisans and others who preserve traditional work, sponsored by Coors Banquet,{{cite news |title=How a Web Series About Tradition Helped a Beer Brand Reach Millennials |last=Baysinger |first=Tim |url=http://www.adweek.com/news/television/how-digital-media-agency-tapped-millennial-beer-drinkers-166228 |work=AdWeek |date=August 4, 2015 |access-date=November 13, 2015}} and Uncharted: Power of Dreams, a show that profiles rising musicians, with Honda,{{cite news |last=Baysinger |first=Tim |date=September 24, 2015 |title=This Uproxx Series Will Spot Emerging Stars for Honda: 10 episodes bring new music to Honda Stage |url=http://www.adweek.com/news/television/uproxx-series-will-spot-emerging-stars-honda-167130 |access-date=November 13, 2015 |work=AdWeek}} Uncharted won a Clio Award in 2016. In 2017, Uproxx created a piece of branded content for fast food chain Checkers featuring rapper Rick Ross.{{cite journal |last=Natividad |first=Angela |date=January 12, 2017 |title=This Documentary About Rick Ross Is Actually a Pretty Impressive Ad for Checkers |url=http://www.adweek.com/creativity/documentary-about-rick-ross-%20actually-ad-checkers-175472/ |journal=Adweek |access-date=May 26, 2017}}{{cite news |last=Schonbrun |first=Zach |date=January 8, 2017 |title=Rick Ross Documentary Video Doubles as Ad for Checkers |url=https://www.nytimes.com/2017/01/08/business/media/rick-ross-checkers-ad-documentary.html |access-date=May 17, 2017 |work=The New York Times}}
In June 2021, Uproxx and Pilot Boy Productions produced the podcast People's Party with Talib Kweli, which was co-created by rapper Talib Kweli and Myer. The podcast was a weekly interview series featuring celebrity guests that aired on the podcast network Luminary.{{Cite web |last=White |first=Peter |date=June 14, 2021 |title=Dave Chappelle’s Pilot Boy Prods Boards ‘People’s Party With Talib Kweli’ As Podcast Moves To Luminary |url=https://deadline.com/2021/06/dave-chappelle-pilot-boy-productions-boards-peoples-party-with-talib-kweli-podcast-luminary-1234774903/ |access-date=November 26, 2024 |website=Deadline |language=en-US}} In 2022, Uproxx released a new web series titled Fresh Pair hosted by hip-hop producer Just Blaze and sneaker designer Katty Customs. The series returned in 2023 for a second season.{{Cite web |last=Jones |first=Okla |date=August 14, 2023 |title=Just Blaze And Katty Customs Talk Sneaker Culture And Season Two Of UPROXX’s 'Fresh Pair' |url=https://www.essence.com/entertainment/just-blaze-katty-customs-fresh-pair-season-two/ |access-date=November 26, 2024 |website=Essence}}
= Uproxx Music Critics Poll =
Since 2018, Uproxx has held the Uproxx Music Critics Poll, a poll which tabulates the submitted lists of invited music critics, similar to the discontinued Village Voice Pazz & Jop poll. The following albums and songs have topped the poll since its introduction:
;Albums
| class="wikitable plainrowheaders sortable" |
| scope="col"| Year
! scope="col"| Artist ! scope="col" | Album ! scope="col"| Ref. |
|---|
| 2018 |
| 2019 |
| 2020 |
| 2021 |
| 2022 |
| 2023 |
;Songs
| class="wikitable plainrowheaders sortable" |
| scope="col"| Year
! scope="col"| Artist ! scope="col" | Album ! scope="col"| Ref. |
|---|
| 2018 |
| 2019
| N/A | N/A | N/A |
| 2020 |
| 2021
|"Good 4 U" |
| 2022 |
| 2023 |
References
{{reflist}}
External links
- {{Official website|https://uproxx.com}}
Category:American entertainment websites
Category:Internet properties established in 2008
Category:Mass media about Internet culture
Category:American companies established in 2008
Category:2008 establishments in California
Category:Companies based in Culver City, California