Vinyl Group Ltd has entered into a new commercial agreement with B2B music platform Songtradr, Inc.
The group, which also owns Mediaweek, will represent the digital advertising inventory of Songtradr and its brands globally, expanding Vinyl Group’s presence in the advertising space.
The agreement, announced on ASX, allows Vinyl Group to manage and sell advertising across Songtradr’s portfolio of digital properties, while also enabling the bundling of its own services. The integration of Songtradr’s existing inventory into the Vampr Ad Network will significantly expand Vampr’s US-based advertising business, increasing its scale by up to 20x.
The B2B music platform will attract more than 20 million unique viewers each month, offering substantial reach for advertisers. The deal sees Vinyl Group retain 50% of the net proceeds for any business procured under the agreement.
Songtradr is the largest B2B music licensing platform in the world, providing the music industry a comprehensive tech-enabled solution for rights management and product monetisation, while offering B2B music users—such as global digital platforms and gaming, brands and advertisers—access to the world’s music.
“We are thrilled to be deepening our commercial relationship with Songtradr, accelerating our growth in digital advertising,” Josh Simons, CEO of Vinyl Group, said. “This agreement broadens our capabilities and establishes the Vampr Ad Network’s position as a key player in the global music advertising ecosystem.”
Paul Wiltshire, CEO of Songtradr, added: “Songtradr sees a distinct opportunity for our digital properties to benefit from Vinyl Group’s existing and growing advertising network. We are confident this collaboration will drive significant value for our brands and audiences.”
The ASX announcement comes after Vinyl Group announced the official launch of Vinyl.com in the UK. The strategic expansion leverages the recent acquisition of Serenade, including its UK subsidiary, as part of our ongoing mission to establish Vinyl.com as the leading global destination for music enthusiasts and vinyl record collectors.
The launch in the UK is a major milestone for Vinyl Group, marking our entry into one of the most passionate and vibrant vinyl markets in the world, whose sales grew 11.7% in 20231. Following the acquisition of Serenade, Vinyl Group starts with a strong foundation in the UK, allowing us to tap into existing infrastructure, relationships, and a dedicated consumer base that shares our love for music and physical media.
Simons said of the Vinyl.com launch in the United Kingdom: ‘We are thrilled to bring Vinyl.com to the UK, one of the largest and most influential music markets in the world. The recent acquisition of Serenade’s assets, including its UK subsidiary, has provided us with the perfect platform for this expansion, allowing us to combine Serenade’s cutting-edge approach with our comprehensive distribution and e-commerce capabilities. We believe this launch will not only strengthen our presence in Europe but also accelerate our vision of becoming the premier global destination for vinyl lovers and super fans.”
The UK launch represents an important part of Vinyl Group’s growth strategy, which focuses on expanding market reach, investing in sustainable vinyl solutions, and integrating complementary assets into the broader Vinyl.com offering.