Create Music Group’s Expansion Efforts
It’s been a busy year for California-based Create Music Group.
It closed in June US$165 million investment round led by private equity firm Flexpoint Ford which valued Create at $1 billion.
Shortly after, the company announced the acquisition of British label and publisher Manchester. Ostereo.
The company is now making another investment in a UK label and publishing house, acquiring a 50% share in a London-headquartered company called Improved.
Enhanced Music’s Notable Achievements
Founded in 2008 by Will Holland, the dance music-focused company Enhanced operates several brands including Enhanced Recordings, Enhanced Progressive, Colorize, Shapes of Solitude, and Enhanced Chill, among others.
These brands have generated “billions of streams, millions of downloads and accolades, including gold and platinum releases, numerous US Top 10 Dance Songs, radio airplay, and #1 Beatport charted records,” the statement said on Thursday (December 12).
Enhanced holds the rights to publish tracks from many EDM-related artists, including Smokers, Ellie Duhe, Tiesto, Steve Aoki, Regard and Ray, Sam Feldt, lane 8, Kina, Wiz Khalifa, MO, and 070 Shake, among others.
Create did not disclose the transaction amount.
“Will (Holland) is a talented founder and we are excited to partner with him to help accelerate the development of Enhanced as a home for top dancers to grow and thrive,” said Adam Shomer, Vice President of Business Development at Create Music Group.
“Enhanced is an ideal partner for CMG not only because of its consistent growth, but also because of its genre synergies and universal rights that fit perfectly into our strategic model.”
For his part, Holland expressed excitement about entering into the partnership, noting that throughout the process, he felt aligned with Create Music Group’s core values and commitment to building the best companies in the business where artists and brands receive all the support and tools they need to thrive.
“Enhanced is an ideal partner for CMG not only because of its consistent growth, but also because of its genre synergies and universal rights that fit perfectly into our strategic model.”
Adam Shomer, Create Music Group
Future Outlook for Create Music Group
“Will has amassed an incredible legacy as a tastemaker and visionary in the electronic music space, making Enhanced a globally respected label and home to some of the most innovative artists,” said Strauss.
“We are thrilled to have Enhanced become part of the Create Music Group family.”
Nguyen added: “Having had the pleasure of working closely with Will, it is clear that he is a strong leader who cares deeply about his artists and fans.
“I am excited to continue working with Will and his exceptional team and am confident that with Create Music Group’s infrastructure, global reach, and resources complementing Enhanced Music’s expertise, this partnership will provide exciting opportunities for the label’s continued growth.”
“Will has built an incredible legacy as a tastemaker and visionary in the electronic music space, making Enhanced a globally respected label and home to some of the most innovative artists.”
Jonathan Strauss, Create Music Group
Founded in 2015, CMG operates record labels, a distribution company, and an entertainment network that boasts more than 30 billion monthly broadcasts on digital services.
Its distribution arm, Label Engine, describes itself as one of the largest music distribution platforms in the world with more than 75,000 artists and 5,000 label clients. Flight Room, a digital entertainment brand targeting Gen Z, has over 300 million subscribers on social networks.
“We share the same core values and are committed to building the best companies in the business, where our artists and brands have all the support and tools they need to thrive.”
Will Holland, Enhanced
The company has grown in part through a series of strategic acquisitions, including Label Engine in 2016. In 2018, it launched a music publishing division, which included Tekashi 6ix9ine, C4, and GooseTheGuru.
In 2021, CMG acquired an Indian distribution and rights management firm, Nirvana Digital, followed in 2022 by the acquisition of a viral marketing agency, VRTKL, and a network of YouTube channels, Nations.
CMG has also occasionally ventured off the beaten path, such as its 2023 acquisition of Music for Pets, a company that, as the name suggests, creates music and entertainment specifically for cats and dogs.
$1bn-valued Create Music Group acquires 50% stake in UK label and publisher Enhanced
