• by Steve McClellan  @mp_mcclellan, July 5, 2022

Martin Sorrell-led S4 Capital has announced its latest M&A deal: an agreement to combine social media and influencer marketing agency XX Artists with S4’s content company Media.Monks. 

XX Artists was founded in 2018 by Kyle Kuhns in Los Angeles. The firm is comprised of a majority-female and majority-diverse team of 125 employees with clients including Google, YouTube, Logitech and Ancestry.com.  XX Artists also touts a talent social practice, working with over 40 top musicians, actors, artists and public figures on their digital platforms. 

S4 reports that last year XX Artists more than doubled its net revenue, to over $12 million and that it will generate more (but undisclosed) growth in 2022, due to client wins and remit expansions.