In the last ten years, Mixmag has successfully transitioned from a UK-only magazine into an international digital brand with a global reach of over 20 million fans every month, say the publishers. By concentrating on a 'video first' strategy the brand has grown its YouTube channel to 680,000 subscribers and achieves 8 million views every month. On Facebook it is regularly achieving 5 million monthly video views.
In the past two years Mixmag has invested in the USA and has a production and sales office in Williamsburg, New York employing 14 people and a production and editorial office in Downtown LA with a staff of 6. Mixmag has also established licensed editorial offices in Brazil, Japan, South Korea, China, France, Germany, Russia, Australian, Croatia and Thailand.
The company says it intends to use this experience and its international infrastructure to transform Kerrang! and The Face into global digital brands. The deal for Kerrang! sees Bauer retain rights to the brand in the UK and Europe to continue broadcasting Kerrang! Radio and Kerrang! TV.
Commenting on the purchase of Kerrang! Ian Flooks, Chairman of Wasted Talent Ltd said: “It's difficult to establish new media brands in today's digital marketplace. Kerrang! is a trusted brand because of the years of passion, knowledge and profound enthusiasm that have gone into producing it, week in, week out. Under our ownership Kerrang! will take its rightful place at the heart of a global digital community of likeminded spirits. The platforms are there and, thanks to our recent experience with Mixmag, we know how to use them.”
Jerry Perkins, CEO of Wasted Talent ltd said: “In a post-Vice world, we believe there are exciting opportunities for these iconic and market-defining media brands to offer commercial partners specialist advice, inside knowledge, access to talent and the story-telling skills to help them create influential content. We’re really excited by the potential to create a media powerhouse based on passionate tribes leading counter culture.”
Commenting on the acquisition of The Face, Jerry Perkins added: “The Face was the original style magazine and in our opinion, has never been bettered. We believe there is an opportunity to bring this iconic brand back. We have some very exciting plans which we will be announcing later in the year.”
