WMX at the NewFronts: Transforming the Way Artists, Fans and Brands Interact

By Upfronts/NewFronts Archives
Cover image for  article: WMX at the NewFronts: Transforming the Way Artists, Fans and Brands Interact

For the closing event of Digital Content NewFronts 2022, organizers turned to WMX, the content-making unit of Warner Music Group established last fall. Using every floor of Soho's iconic 214 Lafayette St. venue last Thursday night, WMX demonstrated why they are a new digital player worth a fair share of digital ad expenditures.

The Big Message: In quick order, and with support from Warner Music Group's connection to musical superstars, WMX has become a top online destination of choice for consumers. Sites from Uproxx and Song Kick to Cover Nation represent the first stage of WMX's growth; the creation of programming available through smart TVs and multichannel bundles the next.

Host: Erin Moran, WMX's Global Chief Revenue Officer. With a crowded main room and background noise from the other end of the floor reaching high decibels in spots, Moran kept her poise while staying on-message. Two other executives were featured in the presentation: WMX President Maria Weaver and Media and Creative Content President Ben Blank.

What Worked: Good mix of video montages and factoid slides throughout the presentation. Each WMX site had face time, including just-launched Lasso Nation, geared to fans of cutting-edge country music.

What Also Worked: At least one room on each floor of 214 Lafayette St. was set aside to showcase a WMX site or featured content. The intention: give attendees a more immersive experience. Nice to see a showcase like this go beyond the usual NewFront on-site activities.

What Didn't Work: Megan Thee Stallion's performance. We love your way with a rap rant -- but you don't need to throw in one or more expletive words every other sentence to make a point.

Bonus Points: Plenty of food to satisfy a variety of tastebuds, from chicken sliders to mushroom and onion pizza slices.

Data Points: WMX produces over 500 pieces of editorial and social media content per day. That output of content generates over 250 million visitors to its Web sites, and over 50 billion premium video views, per month.

News: One or more smart TV/multichannel bundle-distributed channels are in the works, with negotiations underway with a number of launch partners. The channel or channels would mix thousands of music videos and live concerts from Warner Music Group's catalog with documentaries and other first-run material. Another programming source: WMX Studios, the venture's new in-hour podcast networks featuring Warner Music Group artists. New online video series coming soon include Fresh Pair With Katty Customs, covering the streetwear and sneaker culture scene;Limited, where a music performer gives three designers on the rise the opportunity to creative innovative merchandise, and Iconic Records, a profile of Notorious B.I.G. and the 25th anniversary of his Life After Death album. In another development, WMX will launch IMGN Media, focusing on Snapchat content for Gen Z audiences.

Parting Words: "We are here to engage global audiences because we talk with them every day … Our offering is truly unmatched." -- Erin Moran, WMX Global Chief Revenue Officer

"We're building a business that is transforming the way artists, fans and brands interact, and leading culture with trendsetting content and innovative experiences. There are more opportunities to come." -- Maria Weaver, WMX President

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