Create Music Group acquires viral marketing agency VRTCL

US-based music and media company Create Music Group is expanding its social media marketing capabilities with the acquisition of content management and influencer marketing agency, VRTC.

Founded by Griffin Haddrill and Sean Young, Las Vegas-based VRTCL will continue to be led by Haddrill with support from Create, which has direct access to nearly 500 million social media followers through its various media properties.

Create has made “substantial” investments in content properties on platforms such as Instagram and TikTok, he says, as well as the the non-influential brand Flighthouse, which has more than 28 million followers on TikTok.

Founded in 2019, VRTCL was created to “bridge the gap between music and the digital landscape”, explains the company.

VRTCL says it offers strategic social media advice to major labels, brands and artists, and has worked on several TikTok No. 1 singles, including tracks from Lil Nas X, Saweetie, Glass Animals, Coi Leray , Bee Gee’s, Gotye and over 20 singles that reached Billboard’s Top 10 Hot 100.

The company claims to have grown 1,000% year over year from 2020 to 2021.

The company’s portfolio now extends to labels like Atlantic, AWAL, Republic Records and Sony, to artists like Lauv and Saweetie.

Today’s news follows Create’s acquisition of Mumbai-based Nirvana Digital in November 2021.

At the time, the company said it was the first step in a planned $50 million investment the company is making in India and the wider Asian region over the next few years.

“What Griffin has built into VRTCL is one of the most exciting music marketing companies in the business.”

Jonathan Strauss, create a music group

Jonathan Strauss, Founder and CEO of Create Music Group, said, “What Griffin has built into VRTCL is one of the most exciting music marketing companies in the industry.

“The addition of VRTCL to Create’s group of companies ensures that we are able to offer independent artists around the world the best digital marketing expertise and execution available anywhere.”

“VRTCL continues to be a leader in viral marketing.”

Haddrill Griffin

Griffin Haddrill, added, “Sean and I are delighted to bring VRTCL to Create Music Group as we seek to grow our social media business.

VRTCL continues to be a leader in viral marketing committed to execution and innovation. We have a hyper-focus on data that will continue to be strengthened by this partnership.


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