We told you Warner Music Group was going into a media company – now it’s launched an advertising division.

MBW previously noted that over the past two years, Warner Music Group has begun to evolve into a full-fledged media publisher.

We broke news of WMG’s acquisitions of media brands UPROXX (in 2018) and HipHopDX (in 2020). And we also broke the news that WMG bought Instagram and TikTok meme creator IMGN a few years ago for around $85 million.

Today, WMG’s status as a traditional company (although also no-traditional) media publisher is moving into the next phase of this evolution.

The company has formed a new digital advertising and creative content unit (under the Label and Artist Services WEA division), through which it will sell its own advertisements.

Led by Benjamin Blank, who is named WEA’s new media president, Warner says the new department will bring its “digital advertising firepower under one unit.”

Blank’s tenure will include youth cultural platform UPROXX, Songkick, the live music app WMG acquired in 2017, and HipHopDX, the hip-hop media platform WMG bought last year and s recently extended to Asia.

Blank – who most recently served as CEO/CCO of UPROXX Media Group – will oversee the creative teams at each brand, as well as oversee advertising sales across all WMG-owned media properties.

WMG says that, under Blank, each platform will continue to operate separately from each other “with journalistic independence and creative freedom.”

Based in Los Angeles, Blank will continue to report directly to WEA President Maria Weaver.

What is the business of Warner Music Group acting as a media publisher?

Try this one for size: Warner claims it collectively generates over 30 billion video views each month through premium content on verified premium YouTube channels, as well as streaming and social platforms.

(It should be noted here that unlike Sony Music and Universal Music, WMG is not a stakeholder in the premium music video platform, Vevo).


Prior to UPROXX, Blank co-founded production company Locksmith Content where he directed award-winning TV commercials, branded content and films for high profile clients including American Express, Nike and Groupon.

Prior to co-founding Locksmith, Blank was a producer at Anonymous Content, where he worked with influential directors such as Mark Romanek and Antoine Fuqua.

“There is no doubt that he is the right person to take the reins as we embrace a new approach to our own media.”

Maria Weaver, WMG

Weaver said, “Since meeting Ben, I have been impressed with his drive, leadership, and fearless ability to think outside the box to create meaningful and engaging content.

“He’s always in tune with the cultural conversation and he and the UPROXX team have built something really special.

“There is no doubt that he is the right person to take the reins as we embrace a new approach to our own media.”

“Warner Music is a powerhouse, home to not only some of the world’s most influential artists, but also culture-shaping brands and online destinations for music fans.”

Benjamin White

Blank added, “Warner Music is a powerhouse, home to not only some of the world’s most influential artists, but also culture-shaping brands and online destinations for music fans.

“Putting this collective firepower under one roof makes sense, allowing our partners to tap into our wide array of fans around the world on an even greater scale.

“I look forward to working alongside Maria and am excited to continue collaborating with my UPROXX family and everyone at HipHopDX and Songkick.”

Today’s news follows the recent promotion of longtime WEA executive Elsa Vivero to General Manager/Executive Vice President, Global Business Services.The music industry around the world

Cathy W. Howerton