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{{short description|Entertainment and pop culture news website}}
{{Italic title}}
{{Infobox website
| name = ''Uproxx''
| logo = Uproxx.svg
| logo_size = 250px
| company_type =
| foundation = {{start date and age|2008}}
| founders =
| location_city = [[Culver City, California]]
| location_country = United States
| area_served =
| key_people = {{Plainlist|
* Benjamin Blank, CEO
* [[Jarret Myer]], Co-Founder, Publisher
* Kristopher Maske, Head of Publishing
}}
| owner = Uproxx LLC ([[Warner Music Group]])
| url = {{url|http://uproxx.com/}}
| website_type = News and entertainment
| language = [[English language|English]]
| advertising =
| registration =
| current_status = Active
| screenshot =
| employees =
}}

'''''Uproxx''''' (stylized in all caps) is an entertainment and [[popular culture]] news website. It was founded in 2008 by [[Jarret Myer]] and Brian Brater, and acquired by Woven Digital (later renamed Uproxx Media Group) in 2014. The site's [[target audience]] is men aged 18–34.<ref name="Spangler14" /> It was acquired by [[Warner Music Group]] in August 2018, with Myer and CEO Benjamin Blank remaining in control of the company's operations.<ref>{{Cite news|url=http://ramp247.com/executive-action/wmg-acquires-uproxx/|title=WMG Acquires UPROXX|date=2018-08-02|work=RAMP - Radio and Music Pros|access-date=2018-08-02|language=en-us}}</ref>

==History==
Uproxx was founded in 2008 by Jarret Myer and Brian Brater. The two also founded [[Hip hop music|hip hop]] [[Record label|label]] [[Rawkus Records]] in 1996<ref name="Vibe Magazine, July 1998">{{cite journal |title=Bring Da Rawkus |journal=[[Vibe (magazine)|Vibe]] |pages=64–65 |date=July 1998 |url= https://books.google.com/books?id=kysEAAAAMBAJ&q=jarret+myer+the+independent&pg=PP1 |access-date=January 15, 2011}}</ref> and [[YouTube]] media company Big Frame in 2011.<ref name=Cohen12>{{cite news |title=Big Frame Gets $3 Million to Make a Bigger, Better YouTube Network |author=Joshua Cohen |url=http://www.tubefilter.com/2012/06/27/big-frame-youtube-network-funding/ |work=[[Tubefilter]] |date=June 27, 2012 |access-date=20 October 2015}}</ref> Uproxx was initially a [[Blog network|network]] of [[blog]]s and formed when the founders partnered with the owners of other blogs, including acquiring With Leather and FilmDrunk<ref name=Hoffman13>{{cite news |title=Popping a Cork With Filmdrunk's Vince Mancini |author=Jordan Hoffman |url=http://blogs.indiewire.com/criticwire/popping-a-cork-with-filmdrunks-vince-mancini |work=[[Indiewire]] |date=June 18, 2013 |access-date=12 November 2015}}</ref> from Fat Penguin Media founder Ryan Perry, who later signed on as creative director.

Uproxx was acquired by [[Woven Digital]] in April 2014.<ref name=Spangler14>{{cite news |title=Showbiz Site Uproxx Acquired by Guy-Focused Digital Media Firm Woven |author=Todd Spangler |url=https://variety.com/2014/digital/news/showbiz-site-uproxx-acquired-by-guy-focused-digital-media-firm-woven-1201158843/ |work=[[Variety (magazine)|Variety]] |date=April 17, 2014 |access-date=12 November 2015}}</ref> Myer joined Woven as [[general manager]] of [[publishing]].<ref name=Brouwer15>{{cite news |title=UPROXX Launches Documentary Series With Three-Part Piece On Guns N' Roses |author=Bree Brouwer |url=http://www.tubefilter.com/2015/04/22/uproxx-docs-guns-n-roses-documentary-series/ |work=[[Tubefilter]] |date=April 22, 2015 |access-date=12 November 2015}}</ref>

In December 2014, Woven raised US$18 million in [[Series A round|Series A funding]]. A portion of the capital was allocated to growing Uproxx through staff hires and video development, including new [[web series]].<ref name=Gutelle15>{{cite news |title=Uproxx Debuts 'Luminaries', Its First Original Web Series |author=Sam Gutelle |url=http://www.tubefilter.com/2015/01/16/uproxx-woven-digital-luminaries-hp/ |work=[[Tubefilter]] |date=January 16, 2015 |access-date=12 November 2015}}</ref><ref name=Ha14>{{cite news |title=Advertising Tech Woven Digital, Owner Of Uproxx And Brobible, Raises $18M |author=Anthony Ha |url=https://techcrunch.com/2014/12/11/woven-digital-series-a/ |work=[[TechCrunch]] |date=December 11, 2014 |access-date=12 November 2015}}</ref> Uproxx acquired ''[[Dime Magazine]]'' in January 2015 to expand the sports division of the site.<ref name=Bucholtz15>{{cite news |title=Uproxx Aacquires Dime, Hires Chris Mottram From SB Nation To Run Uproxx Sports |author=Andrew Bucholtz |url=http://awfulannouncing.com/2015/uproxx-acquires-dime-hires-chris-mottram-sb-nation-run-uproxx-sports.html |work=Awful Announcing |date=January 24, 2015 |access-date=12 November 2015}}</ref> Warner Music Group acquired Uproxx in August 2018.<ref name="Halperin 2018">{{Cite web |last1=Halperin |first1=Shirley |date=2018-08-02 |title=Warner Music Group Acquires UPROXX |url=https://variety.com/2018/digital/news/warner-music-group-acquires-uproxx-1202893495/ |access-date=2022-10-06 |website=Variety}}</ref>

==Content==
Uproxx is a news and discussion website that is geared toward [[millennials]], specifically males aged 18–34.<ref name=Spangler14/><ref name=Ha14/> The site covers [[Viral phenomenon|viral]] news stories related to entertainment and culture, with an emphasis on [[sport]]s, [[film]], [[Television|TV]], and [[music]].<ref name=Tveten14>{{cite news |title=Woven, the company behind UPROXX & BroBible, raises $18M Series A round |author=Julianne Tveten |url=http://www.builtinla.com/2014/12/11/woven-company-behind-uproxx-brobible-raises-18m-series-round |work=Built in LA |date=December 11, 2014 |access-date=12 November 2015}}</ref><ref name=Adams15>{{cite news |title=The Dissolve's Keith Phipps Will Be Uproxx's Film/TV Editor |author=Sam Adams |url=http://blogs.indiewire.com/criticwire/the-dissolves-keith-phipps-will-be-uproxxs-film-tv-editor-20150827 |work=[[Indiewire]] |date=August 27, 2015 |access-date=12 November 2015}}</ref><ref name=Bucholtz15/> Uproxx is divided into [[Vertical market|verticals]] including Entertainment,<ref name=Adams15/> Sports,<ref name=Bucholtz15/> and Life,<ref name=Petersen15/> each of which comprises multiple blogs. These blogs include "With Spandex", about [[Professional wrestling|pro wrestling]];<ref name=Yoder15>{{cite news |title=AA Podcast #116 – Brandon Stroud, Uproxx |author=Matt Yoder |url=http://awfulannouncing.com/2015/aa-podcast-116-brandon-stroud-uproxx.html |work=Awful Announcing |date=Apr 24, 2015 |access-date=12 November 2015}}</ref> and ''[[Dime Magazine]]'', which focuses on [[basketball]].<ref name=Bucholtz15/> In addition, Uproxx offers a platform for live [[wikt:Q&A|Q&A]]s with celebrities and creators to promote upcoming projects.<ref name=Spangler14/>

===Video===
[[Video]] makes up a significant portion of the site's [[Content (media)|content]] and Uproxx produces both original and sponsored video.<ref name=Spangler14/><ref name=Shields14>{{cite news |title=The Edgy Male-Targeted Digital Media Company Woven Acquires Uproxx |author=Mike Shields |url=https://blogs.wsj.com/cmo/2014/04/17/the-edgy-male-targeted-digital-media-company-woven-acquires-uproxx/ |work=[[The Wall Street Journal]] |date=April 17, 2014 |access-date=13 November 2015}}</ref>

In 2013, Uproxx partnered with [[5-Second Films]] to produce longer content for Uproxx Video on YouTube.<ref name=Gutelle13>{{cite news |title=UPROXX and 5SF: YouTube Channel Was Years In The Making |author=Sam Gutelle |url=http://www.tubefilter.com/2013/02/12/uproxx-video-5-second-films-interview/ |work=[[Tubefilter]] |date=February 12, 2013 |access-date=12 November 2015}}</ref> Since its acquisition by Woven, Uproxx has placed more emphasis on video content and released several web series.<ref name=Ha14/><ref name=Jarvey15/>

The site launched "Luminaries", its first original series in January 2015.<ref name=Gutelle15/> The show profiles young inventors and the first two episodes generated 18.5 million views within the first four months.<ref name=Brouwer15/><ref name=Shields15>{{cite news |title=Here's How Fast a Web Series Can Take Off on Facebook |author=Mike Shields |url=https://blogs.wsj.com/cmo/2015/04/17/heres-how-fast-a-web-series-can-take-off-on-facebook/ |work=[[The Wall Street Journal]] |date=April 17, 2015 |access-date=13 November 2015}}</ref> The series was nominated for a [[Webby Award]] in 2015.<ref>{{cite news |title=This Teen Created The World's Safest Gun: Luminaries |url=http://www.nephub.com/2015/05/this-teen-created-the-worlds-safest-gun-luminaries/ |work=NepHub |date=May 21, 2015 |access-date=13 November 2015}}</ref>

The site's second series, a [[News satire|parodic news]] series called The Desk, debuted in March 2015.<ref name=Jarvey15/> The next month, in April 2015, Uproxx began a [[Television documentary|documentary series]] centered on [[Popular culture|pop culture]] called Uproxx Docs. It commenced with a three-part piece about [[Musical ensemble#Rock and pop bands|rock band]] [[Guns N’ Roses]].<ref name=Brouwer15/>

Also in 2015, Uproxx launched several sponsored video series. Among these were "Uncharted: Power of Dreams", a show that profiles rising musicians, with [[Honda]],<ref name=Baysinger915>{{cite news |title=This Uproxx Series Will Spot Emerging Stars for Honda: 10 episodes bring new music to Honda Stage |author=Tim Baysinger |url=http://www.adweek.com/news/television/uproxx-series-will-spot-emerging-stars-honda-167130 |work=[[AdWeek]] |date=September 24, 2015 |access-date=13 November 2015}}</ref> and "Human", a video series about [[artisan]]s and others who preserve traditional work, sponsored by [[Coors Brewing Company|Coors Banquet]].<ref name=Baysinger815>{{cite news |title=How a Web Series About Tradition Helped a Beer Brand Reach Millennials |author=Tim Baysinger |url=http://www.adweek.com/news/television/how-digital-media-agency-tapped-millennial-beer-drinkers-166228|work=[[AdWeek]] |date=August 4, 2015 |access-date=13 November 2015}}</ref> Human won an OMMA award in 2015.<ref name=MediaPost15>{{cite news |title=Omma Awards Winners |url=http://www.mediapost.com/ommaawards/winners/ |work=MediaPost Communications|access-date=13 November 2015}}</ref>

==Staff and operations==
{{update-section|date=June 2021}}
Uproxx is headquartered in [[Culver City, California]].<ref name=Jarvey15>{{cite news |title=Uproxx Launches Daily News Show 'The Desk' (Exclusive) |author=Natalie Jarvey |url=http://www.hollywoodreporter.com/news/uproxx-launches-daily-news-show-781635 |work=[[The Hollywood Reporter]] |date=March 16, 2015 |access-date=12 November 2015}}</ref>

The editorial staff is led by [[editor-in-chief]] Brett Michael Dykes,<ref name=Adams14/> and head of publishing Kris Maske.<ref name=Uproxx15>{{cite web |url=http://uproxx.com/about/ |title=About Uproxx |work=uproxx.com |date=15 December 2011 |publisher=Uproxx |access-date=13 November 2015}}</ref>

Other staff members include Steve Bramucci, managing editor of the site's Life section,<ref name="Petersen15">{{cite news |title=Should you visit Cuba before Americans 'ruin' it? |author=Kierran Petersen |url=http://www.pri.org/stories/2015-07-23/should-you-visit-cuba-americans-ruin-it|work=[[Public Radio International]] |date=July 23, 2015 |access-date=12 November 2015}}</ref> Phil Cosores, music managing editor, Brian Grubb, senior TV editor, Cherise Johnson, digital media manager for Uproxx Music's original programming,<ref>{{Cite web|last=Burns|first=Todd L.|title=Cherise Johnson Interview|url=https://musicjournalism.substack.com/p/cherise-johnson-interview|access-date=2021-08-05|website=musicjournalism.substack.com|date=20 July 2020}}</ref> Mike Ryan, senior entertainment writer,<ref name="Adams14">{{cite news |title=ScreenCrush's Mike Ryan Will Move to Uproxx in January |author=Sam Adams |url=http://blogs.indiewire.com/criticwire/screencrushs-mike-ryan-will-move-to-uproxx-in-january-20141217 |work=[[Indiewire]] |date=December 17, 2014 |access-date=13 November 2015}}</ref> and Vince Mancini, senior film writer.<ref name="Hoffman13" />

==Uproxx Media Group==
Uproxx Media Group, originally named Woven Digital, was the owner of Uproxx and its related properties until their acquisition by [[Warner Music Group]] in August 2018.<ref>{{cite news|url=https://www.wmg.com/news/warner-music-group-acquires-youth-culture-powerhouse-uproxx-33736|title=Warner Music Group Acquires Youth Culture Powerhouse, UPROXX - Warner Music Group Official Blog|newspaper=Warner Music Group|date=2 August 2018 |author1=Admin_Wmg }}</ref>

===History===
The company was founded as Woven Digital in 2010 by Scott Grimes<ref name=variety17/> and Michael Laur<ref name=Jarvey>{{cite news |title=Uproxx-Owner Woven Digital Sees CEO Shakeup (Exclusive) |first=Natalie |last=Jarvey |url=http://www.hollywoodreporter.com/news/uproxx-owner-woven-digital-sees-816151 |work=[[The Hollywood Reporter]] |date=August 18, 2015 |access-date=May 18, 2017}}</ref> as an ad network with Grimes serving as the CEO.<ref name=Shields16>{{cite news |title=Male-Oriented Web Publisher Woven Digital Raises $18.5 Million |first=Mike |last=Shields |url=https://www.wsj.com/articles/male-oriented-web-publisher-woven-digital-raises-18-5-million-1467284400 |work=[[The Wall Street Journal]] |date=June 30, 2016 |access-date=May 17, 2017}}</ref><ref name=":0">{{Cite news|url=https://www.forbes.com/sites/lorikozlowski/2014/05/21/woven-creating-a-digital-network-for-young-men/#5602dbc871bc|title=Woven: Creating A Digital Network For Young Men|last=Kozlowski|first=Lori|work=Forbes|access-date=2018-11-20|language=en}}</ref> The network's intended audience was young men, 18{{En dash}}34 year old. Woven's mission was to bring the passion points of guys together in one place via a platform agnostic network of websites, videos, and branded content.<ref name=Shields16/><ref name=":0" />

The company grew through purchases of websites with large followings.<ref name=Ha14/> Its first acquisition was [[Lifestyle brand|lifestyle]] site<ref name=mashable14>{{cite news |title=Woven Digital, a quiet giant in online media, raises a cool $18 million |first=Jason |last=Abbruzzese |url=http://mashable.com/2014/12/11/woven-digital-funding-18-million/#Zo4y4EKRAqqW |work=[[Mashable]] |date=December 11, 2014 |access-date=May 17, 2017}}</ref> BroBible in 2012.<ref name=Spangler16>{{cite news |title=Woven Digital Acquires HitFix |first=Todd |last=Spangler |url=https://variety.com/2016/digital/news/woven-digital-acquires-hitfix-1201756705/ |work=[[Variety (magazine)|Variety]] |date=April 19, 2016 |access-date=May 17, 2017}}</ref> Following this were the acquisitions in 2013 of Animal New York, Guyism, and Brotips Media.<ref name=Spangler16/> As Woven's CEO, Grimes drove the 2014 acquisition of Uproxx more than doubling Woven's viewership.<ref name=Spangler16/><ref>{{Cite web|url=http://labusinessjournal.com/news/2014/apr/17/digital-publisher-woven-acquires-news-site-uproxx/|title=Digital Publisher Woven Acquires News Site Uproxx {{!}} Los Angeles Business Journal|website=labusinessjournal.com|date=17 April 2014 |access-date=2018-11-20}}</ref> In that same year, Woven's reach, including its affiliated sites, exceeded that of Vox Media or Vice Media.<ref name=Ha14/> Woven was included in the top ten of ''Fast Company''{{'s}} list of "Most Innovative Companies in Hollywood" in early 2015 for "helping brands speak a young man's language".<ref>{{cite journal |url=http://www.fastcompany.com/3041650/most-innovative-companies-2015/the-worlds-top-10-most-innovative-companies-of-2015-in-hollyw |title=The World's Top 10 Most Innovative Companies of 2015 In Hollywood |date=9 February 2015 |journal=Fast Company}}</ref> In 2015, Woven Studios was built in Culver City to produce original digital content. The company expanded Uproxx's coverage of sports with the 2015 acquisition of ''[[Dime Magazine]]'', diversifying in film and TV by acquiring [[HitFix]] in 2016.<ref name=Spangler16/>

The company changed its name in 2017 to Uproxx Media Group, to consolidate under its most public-facing brand and to focus on Uproxx's original, [[long-form journalism|long-form]] content.<ref name=variety17>{{cite journal |title=Woven Digital Changes Name to Uproxx Media |first=Todd |last=Spangler |url=https://variety.com/2017/digital/news/woven-digital-name-change-uproxx-media-1202001917/ |journal=[[Variety (magazine)|Variety]] |date=March 3, 2017 |access-date=May 17, 2017}}</ref>

On August 2, 2018, [[Warner Music Group]] announced that it had acquired Uproxx and its properties (except for BroBible, which will continue to publish independently) for an undisclosed sum, although Uproxx has raised around $43M (£33 million) from previous investment, which provides some sense of the firm's valuation.<ref>{{cite news |last1=Maytom |first1=Tim |title=Uproxx Media Group Acquired by Warner Music Group |url = https://www.mobilemarketingmagazine.com/uproxx-media-group-acquires-by-warner-music-group |access-date= August 4, 2018 |work=Mobile Marketing Magazine |date=August 3, 2018}}</ref>

===Operations===
Uproxx Media Group was a digital media company that owned multiple entertainment sites and created [[branded content]] focused on a male millennial audience.<ref name=variety17/> {{As of|2017}}, it had six main brands: Uproxx, HitFix, Dime, Real Talk, With Spandex, and BroBible.<ref name=Main17>{{cite news |title=Uproxx Showcases 'Young Thinkers, Doers and Creators' at Its NewFront Event |first=Sami |last=Main |url=http://www.adweek.com/tv-video/uproxx-showcases-young-thinkers-doers-and-creators-at-its-newfront-event/ |work=[[Adweek]] |date=May 11, 2017 |access-date=May 17, 2017}}</ref> The company's sites reached more than 90 million unique viewers per month.<ref name=mashable14/> Uproxx was the company's largest brand, with a viewership of 40 million per month.<ref name=tubefilter17>{{cite news |title=Woven Digital Rebrands as Uproxx Media to Emphasize Original Content |first=Sam |last=Gutelle |url=http://www.tubefilter.com/2017/03/06/woven-digital-rebrand-uproxx-media/ |work=[[Tubefilter]] |date=March 6, 2017 |access-date=May 17, 2017}}</ref> Headquartered in Culver City,<ref name=Spangler16/> the company also had production facilities in [[New York City|New York]]<ref name=Jarvey/> and [[Chicago]].<ref name=Bloomberg>{{cite web |url=https://www.bloomberg.com/research/stocks/private/snapshot.asp?privcapid=134285040 |title=Company Overview of Woven Digital, Inc. |work=[[Bloomberg Businessweek]] |publisher=[[Bloomberg L.P.|Bloomberg]] |access-date=May 26, 2017}}</ref> The Culver City offices housed a full production studio staffed by writers, illustrators, presenters and video editing staff; the company produced all of its own sponsored videos.<ref name="LATimes17" />

Benjamin Blank was the company's chief executive officer and chief creative officer, and Colin Digiaro served as executive chairman for mergers and acquisitions and fundraising.<ref name=mashable14/> Other key personnel included Scott Grimes, executive chairman overseeing revenue,<ref name=mashable14/> Jen Sargent as president, and Uproxx co-creator [[Jarret Myer]], who served as publisher.<ref name=Spangler14/><ref name=Barr16>{{cite news |title=Is There Such Thing as a 'Men's Media Company' Anymore? |first=Jeremy |last=Barr | url=http://adage.com/article/media/a-men-s-media-company-2016/305970/
|work=[[Advertising Age]] |date=September 30, 2016 |access-date=May 17, 2017}}</ref>

===Original programming===
Uproxx Media Group developed web originals, long- and short-form series and films through Uproxx Studios.<ref name=mediapost17>{{cite news |title=Woven Digital Rebrands, Pushes Uproxx's Longer Content |first=Sara |last=Guaglione |url=https://www.mediapost.com/publications/article/296291/woven-digital-rebrands-pushes-uproxxs-longer-con.html |publisher=MediaPost Communications|date=March 2, 2017 |access-date=May 17, 2017}}</ref> Specializing in documentary-style productions, the studio created a piece of branded content for fast food chain [[Checkers and Rally's|Checkers]] in 2017 featuring rapper [[Rick Ross]].<ref name=Natividad17>{{cite journal |title=This Documentary About Rick Ross Is Actually a Pretty Impressive Ad for Checkers |first=Angela |last=Natividad |url=http://www.adweek.com/creativity/documentary-about-rick-ross-%20actually-ad-checkers-175472/ |journal=[[Adweek]] |date=January 12, 2017 |access-date=May 26, 2017}}</ref><ref name=newyorktimes17>{{cite news |title=Rick Ross Documentary Video Doubles as Ad for Checkers |first=Zach |last=Schonbrun |url=https://www.nytimes.com/2017/01/08/business/media/rick-ross-checkers-ad-documentary.html |work=[[The New York Times]] |date=January 8, 2017 |access-date=May 17, 2017}}</ref> The short documentary-style video received a positive critical reception<ref name=Natividad17/> and was a featured entry in PR Week and Campaign's 2017 Brand Film Festival.<ref>{{cite web |url=http://www.campaignlive.com/article/slate-films-brand-film-festival-new-york-announced/1428891 |title=Slate of films for Brand Film Festival New York announced |date=March 29, 2017 |work=Campaign Live |access-date=May 26, 2017}}</ref> Uproxx Media Group also created a short documentary on Guns N' Roses in 2015, and as of 2017 it has released several original series.<ref name=Spangler16/> The Uproxx series “Uncharted” was created in partnership with Honda Stage, and has won numerous awards, most notably a Gold Clio Award in 2016.<ref name=variety17/> Uproxx worked with MillerCoors on "Human" and "Human Limits", a series of short documentary videos that profiled "inspirational" people, entrepreneurs, and artists that was nominated for several awards.<ref name=Shields16/> It was a MERIT winner for 2017 The One Show and a winner at the 2017 D&AD Awards.<ref name=Shields16/> Uproxx has also partnered with the United States Marine Corps to create sponsored content.<ref name="LATimes17">{{cite news |title=Uproxx Media works with brands to make ads millennials actually want to watch |author=Ethan Varian |url=http://www.latimes.com/business/hollywood/la-fi-ct-uproxx-ads-20170711-story.html |work=[[Los Angeles Times]] |date=July 11, 2017 |access-date=17 July 2017}}</ref>

==References==
{{reflist}}

==External links==
*{{Official website|uproxx.com}}

{{Warner Music Group}}

[[Category:American entertainment websites]]
[[Category:Internet properties established in 2008]]
[[Category:Mass media about Internet culture]]
[[Category:American companies established in 2008]]
[[Category:2008 establishments in California]]
[[Category:Companies based in Culver City, California]]
[[Category:Warner Music Group]]
[[Category:2018 mergers and acquisitions]]

Uproxx - Revision history

Ajay Kumar: Created a new article