Create Music Group is expanding its social media marketing capabilities with the acquisition of content management and influencer marketing agency, VRTCL.
Founded by Griffin Haddrill and Sean Young, Las Vegas-based VRTCL will continue to be led by Haddrill with the backing of Create, who have 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, it says, as well as the non-influencer brand Flighthouse, which has more than 28 million followers on TikTok.
Founded in 2019, VRTCL was created to “bridge the gap between the music and digital landscape”, says the company.
VRTCL says that it offers strategic social media counsel to major record labels, brands and artists, and has worked on several TikTok No.1 Singles, including tracks by Lil Nas X, Saweetie, Glass Animals, Coi Leray, Bee Gee’s, Gotye, and over 20 singles that have broken through to Billboard’s Top 10 Hot 100 charts.
The company claims to have grown 1,000% year-on-year from 2020 to 2021.
The company’s portfolio now spans labels like Atlantic, AWAL, Republic Records, and Sony, to artists such as Lauv and Saweetie.
Today’s news follows Create’s acquisition of Mumbai-based Nirvana Digital in November 2021.
At the time, the company stated that this was the first move of a planned $50 million investment the company is making in India and the broader region in Asia over the next several years.
Jonathan Strauss, Founder and CEO of Create Music Group, said: “What Griffin has built in VRTCL is one of the most exciting music marketing companies in the business.
“The addition of VRTCL to Create’s group of companies ensures that we are able to offer independent artists all over the world the best digital marketing expertise and execution available anywhere.”
“VRTCL continues to be a leader in the viral marketing space.”
Griffin Haddrill
Griffin Haddrill, added: “Sean and I are excited to bring VRTCL to Create Music Group as we look to expand our business within social media.
VRTCL continues to be a leader in the viral marketing space committed to execution and innovation. We have a hyper-focus on data which will continue to be strengthened by this partnership.”
