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There’s been a lot of hand-wringing over the difficult economics of online music media in recent years, with blogs and big websites alike struggling to survive. Maybe the best business model is being owned by a major label.

At least, Warner Music Group has shown an interest in becoming a music-media mogul. In 2018 it bought Uproxx Media Group, the publisher of a group of music and pop culture websites.

Now it has followed up with the acquisition of hip-hop focused HipHopDX, which is a popular website and also a prominent YouTube channel and social media brand. MBW reported that the acquisition happened quietly in April this year.

“A stand-alone editorial entity with journalistic independence, the news site is being given investment to help grow its presence in additional countries,” is how its spokesperson described the strategy now.

WMG also bought viral content firm Imgn Media in August, which seems to sit neatly alongside Uproxx and HipHopDX.

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Music Ally's Head of Insight

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