Warner Music Group’s latest acquisition is an intriguing one: of Israeli company Imgn Media, which creates videos and memes designed to go viral on platforms like TikTok and Instagram.
TechCrunch reported that WMG paid “just under $100m” for the company, which claims that its content generates more than 3bn views a month, with more than 40 million subscribers (i.e. people who follow its channels on the social apps, not paying subscribers).