Woven Digital, the parent company of sites Uproxx, HitFix, DIME and BroBible, is rebranding to Uproxx Media Group and will put a renewed focus on Uproxx's original, long-form content, as well as expand its in-house branded content studio.
To kick off the rebranding, Uproxx will debut its first “cover story,” a long-form feature with video and photography, inspired by the success of its “Uproxx Reports,” original Web series that launched last year.
Uproxx will continue to create new episodes for its original series in partnership with Honda. Called “Uncharted,” they spotlight up-and-coming artists and musicians.
“What Rolling Stone was for baby boomers, Uproxx has become for millennials,” stated Uproxx Media Group CEO Benjamin Blank, who told Publishers Daily the brand reaches one of every two millennial males.
“We’re the largest digital brand you’ve never heard of, but will,” Blank quipped.
Uproxx reaches more than 40 million users per month and has nearly 10 million subscribers across Facebook, Twitter, Instagram and YouTube. According to comScore numbers cited by Uproxx, the brand has undergone 28% year-over-year growth from November 2015 to November 2016.
Blank believes renaming Uproxx's parent company will help bring more recognition to the Uproxx brand. He said the entertainment and pop culture site is committed to creating “meaningful stories” that “educate, inspire and entertain.”
That content can also tell stories for brands. For example, a short documentary sponsored by Checkers features rapper Rick Ross describing his life growing up in Miami and hanging out with friends at the fast-food chain.
Uproxx Media Group secured a $18.5 million Series B funding round in June, led by WPP Ventures.
Going forward, Blank said Uproxx is looking to land some large deals in video and film, as well as build out more series in its video and editorial departments. The company has already closed deals with partners to produce OTT videos.
Blank said Uproxx is "leaning into long-form content,” which he said is “a differentiator” of Uproxx’s content from other entertainment and pop culture sites.
According to a company statement, operations at Uproxx Media Group's titles will not be affected by the rebranding.