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Create Music Group buys influencer marketing agency VRTCL


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Music firm Create Music Group is making some interesting moves on the acquisition trail. In November 2021, it bought Indian YouTube music network Nirvana Digital, and now it has snapped up influencer marketing agency VRTCL for an undisclosed amount.

The latter is one of the companies that sprang up to help labels and artists make the most of TikTok and other social platforms, and has worked on campaigns for the likes of Lil Nas X, Saweetie and Glass Animals since launching in 2019.

The deal will bolster Create Music Group’s ability to run influencer campaigns for labels – Atlantic, AWAL and Republic Records are among VRTCL’s clients – as well as creating content of its own designed to ping the algorithms of the various social and video apps.

We wrote about VRTCL in November, when CEO Griffin Haddrill gave an interview about TikTok strategy, including why 4am might just be the best time to go viral on that particular app.


Written by: Stuart Dredge