Dagger Spins Off Butter.ATL, Takes Minority Stake In Social-Media Channel

Dagger, a strategic content agency, launched Butter.ATL, a social-media channel, in October 2018 to cover Atlanta’s culture. The team creates daily content on Instagram.

Now, Dagger has spun off Butter.ATL.

In addition, the agency is launching Dagger Originals, a TV development company focused on stories in the Southeast.

Dagger CEO Mike Popowski said: “We started Butter to prove Dagger's ideology that when brands behave more like media companies and capture attention with culturally relevant content, they thrive. The success of the platform to date delivered it to a critical point where it became clear that a higher level of independence would unlock Butter’s full growth potential.”

The new ownership structure includes Atlanta’s Big Boi and Killer Mike, as well as veteran city journalist Michael Jordan. The new partnership group will be led by majority owner Brandon Butler, who becomes CEO. Dagger remains a minority owner with plans to support the brand and its future growth. 

More than 120,000 followers access Butter daily for stackable content on all things Atlanta, from sports and food to music and original programming.

Recent Dagger clients include AbbVie, AFLAC, American Cancer Society, American Spirit Works Distillery, Buffalo Wild Wings, The Coca-Cola Company, OYO Hotel and Delta.

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