What Mixmag Media does

Mixmag Media is the commercial brand operating the mixmag.net dance music and clubbing publication, owned and operated by Wasted Talent Ltd — a private limited company registered in England and Wales (company number 4333049) with offices at 98 De Beauvoir Road and 14 Charles II Street, London. The company runs a single flagship publication organised across News, Video, Music, Features, Tech and Shop sections, supported by a network of 22 localised international edition sites spanning Europe, the Americas, MENA and APAC. Layered onto the publication are several content franchises: The Mix (a numbered DJ guest-mix series currently at issue #111), the Cover Mix franchise tied to cover stars (e.g., AZYR), the Mixmag Lab live-streamed DJ showcase series held at venues such as The Cause in London with ticketing via Resident Advisor, and the Mixmag Shop merchandise storefront. Its technology stack is a standard content-publishing architecture — Craft CMS with cdn.craft.cloud asset delivery, Mailchimp for weekly newsletter distribution, SoundCloud and the MixmagTV YouTube channel for audio/video, Yudu for mobile-app support, and Google Analytics / Nielsen / Quantcast for performance and ad measurement, with IAB-compliant and Global Privacy Control opt-out flows.

The business model is diversified across display and brand advertising (sold via an annual Media Pack), newsletter sponsorship, branded content and event partnerships with named enterprise advertisers (Burn Energy, ZYN, Monster Energy, Coors Light, Groove Cruise), ticketed Mixmag Lab events, print subscriptions managed via [email protected], and direct-to-consumer merchandise. Its primary customers are dance-music and clubbing enthusiasts reached direct-to-consumer through owned channels; its primary B2B customers are FMCG, energy drink, alcohol and event/travel advertisers seeking access to a globally engaged dance-music audience. Mixmag monetises both a direct sales motion to advertisers (via the Wasted Talent sales team at [email protected] and [email protected]) and a community/event-driven motion through the Mixmag Lab and DJ Open Contest. No revenue, funding rounds, ownership changes or financial filings are disclosed in the source data; the company is part of the multi-title Wasted Talent Ltd group alongside sister brands Kerrang! and The Face.

Name

Mixmag Media

Legal name

Wasted Talent Ltd

Website

https://mixmag.net

Company type

Private

Founded year

1982

Operating status

Operating

Headcount range

101–250 employees

Short description

Mixmag Media is a London-based dance music and clubbing media brand operating the mixmag.net publication, supported by 22 international editions, the Mixmag Lab live event series, a weekly newsletter, YouTube/SoundCloud archives, and Mixmag Shop merchandise. It serves dance music enthusiasts direct-to-consumer and monetises via display advertising, branded content/event partnerships with FMCG and event advertisers, ticketed events, and merchandise.

Ownership category

akta.pro rank

Headquarters

HQ city

London

HQ country

United Kingdom

HQ region

Europe

Offices2 records

Markets served

GTM type

B2B and B2C

Offering type

Digital Commerce or Content

Cost components

Personnel, Operations, Marketing or Sales, Technology or R&D, Others

Revenue model

1. Display and brand advertising: Sold via an annual Media Pack (2026 Media Pack published on Google Docs) including direct ad buys, brand-activation sponsorships and advertorial content; advertising is the primary monetisation lever for mixmag.net alongside cross-title advertising through parent Wasted Talent Ltd (wastedtalent.com, theface.com, kerrang.com).
2. Newsletter sponsorship and email marketing: Weekly Mixmag newsletter delivered via Mailchimp provides a sponsorship and owned-audience marketing channel; newsletter sign-up is prominently promoted site-wide.
3. Branded content and event partnerships: Commercial brand partnerships linked to content and event activations, e.g. Burn Energy & Mixmag DJ Open Contest 2026 (with Burn Energy Tour across Europe and North Africa), ZYN Cornershop Confessions video content, Monster Energy KETTAMA feature, and Coors Light Week 4 DJ competition.
4. Print subscriptions and merchandise (Mixmag Shop): Subscriptions handled via [email protected] and branded merchandise sold through mixmag.shop with themed product capsules (e.g. 'Support Your Local Club', 'Mixmag clothing capsules'); supplies a direct-to-consumer retail revenue line.
5. Mixmag Lab event revenue (ticketing, guestlist, partner programming): Ticketed and RSVP-gated Mixmag Lab events at venues such as The Cause, plus curated branded showcases (Southern Fried Takeover, CHAOS Takeover, ARC Music Festival collabs) generate ticket and partner revenue.
6. User-generated content licensing: Terms grant Mixmag a perpetual, worldwide, royalty-free licence to republish, redistribute and sell user-submitted content in any format — establishing a content-licensing/UGC rights model as part of its commercial framework.
7. Commercial partnerships and streaming deals: Streaming partnerships and media/commercial proposals handled by a dedicated sales team ([email protected] for media partnerships, plus role-specific contacts for features, premieres, news tips, and event hosting).

Pricing tiers

Go-to-market motion4 records

Distribution channels6 records

Marketing channels8 records

Core offering

Mixmag Media operates mixmag.net, a global digital dance-music and clubbing publication delivering news, features, reviews, video, DJ mixes and live-streamed event content to a worldwide audience. The business monetises this audience through display and brand advertising (sold via an annual Media Pack), branded content and event partnerships, a merchandise storefront (Mixmag Shop), print subscriptions, newsletter sponsorships, and ticketed live events (Mixmag Lab). It also runs a network of 22 localised international edition sites across Europe, the Americas, MENA and APAC.

Product overview

Mixmag Media operates Mixmag.net as a single unified digital-media platform (rather than a modular SaaS product), combining a flagship publication with several content and commerce modules. The core is the Mixmag.net website — billed as "The World's Biggest Dance Music and Clubbing Destination" — which is organised around the News, Video, Music, Features, Tech and Shop sections. Layered onto the publication are audio products such as The Mix (DJ mix series), Cover Mix, Playlists and the Mixmag Podcast; video and live-event products including Mixmag Video (Mixmag Lab, Live Streams, Video Blog, Series) and the Mixmag Lab live-streamed DJ showcase; editorial modules such as Features (Scene reports, Artists, Cover stars, Culture, Blackout, Lists, Comment) and the Tech section (News, Reviews, Features); the Mixmag Shop e-commerce store for merchandise; the weekly Mixmag Newsletter delivered via Mailchimp; and a network of regional Mixmag editions across more than 20 international markets. The site is operated by Wasted Talent Ltd under the Mixmag Media brand.

Differentiator

Problem solved

Functional benefit

Brands

• Mixmag Lab: Mixmag's flagship live-streamed DJ event series hosted in London ('The Mixmag Lab LDN') and internationally, with associated archive of recorded sets on YouTube and SoundCloud.
• Mixmag Shop

Products and services

• Mixmag.net digital publication

Quantifiable outcome

• Mixmag operates 22 international editions across Europe, the Americas, MENA and APAC (Global, Adria, Asia, Australia/NZ, Brazil, Caribbean, China, France, Germany, Georgia, Italy, Japan, Korea, Latin America, MENA, Netherlands, Spain, Turkey, UAE, Ukraine).
• +2 more outcomes

Named customers7 records

Segments6 records

Ideal customer profiles5 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration13 records

AI capability8 records

Feature5 records

Partnerships

22 partnerships are on record, tiered core, flagship, minor and moderate.

• The Cause (London venue)coreStrategic or Co-development Partner · 18 May 2026The Cause is the recurring venue partner for the Mixmag Lab London all-dayer and individual Lab sessions (e.g., AZYR Cover Mix all-dayer, Nikolina, Faster Horses).
• Burn EnergyflagshipGTM or Marketing Partner · 1 January 2026Co-branded 'Burn Energy and Mixmag's DJ Open Contest 2026' to discover emerging DJs from hundreds of entries, with winners joining the Burn Energy Tour 2026 line-ups across Europe and North Africa.
• Groove Cruise / WHET TravelminorGTM or Marketing Partner · 2 May 2020Phase 1 of Mixmag's Week 5 DJ competition handed shortlisted entrants to Groove Cruise, which awarded a Groove Cruise Cali DJ set, a free stateroom for two and $600 travel credit.
• ZYNminorGTM or Marketing PartnerZYN's newly fashioned cornershop activation featured in a Mixmag video with Novelist and Becky Hill offering 'Cornershop Confessions', with Asim Chaudhry (People Just Do Nothing) playing bossman.
• Monster EnergyminorGTM or Marketing PartnerMonster Energy challenged KETTAMA to produce a track while drifting at over 100 MPH in a Toyota GT86, captured as a Mixmag branded video feature.
• Coors LightmoderateGTM or Marketing PartnerCoors Light partnered Week 4 of Mixmag's historic DJ competition (25+ year olds), with the winner announced across Mixmag and Coors Light's social channels.
• MailchimpcoreTechnology or IntegrationMailchimp is Mixmag's marketing platform for the weekly Mixmag newsletter, with the site's privacy notice explicitly linking to Mailchimp's privacy practices.
• YudumoderateTechnology or IntegrationYudu provides mobile-app support for Mixmag's apps; users seeking app support are directed to [email protected].
• Resident Advisor (RA.co)coreChannel Partner/ Reseller/ DistributorResident Advisor is the ticketing partner for Mixmag Lab events (e.g., June 10 Hannah Laing session at RA.co events/2453313).
• Southern Fried RecordsminorStrategic or Co-development PartnerSouthern Fried Records took over a Mixmag Lab London session with SHEE to celebrate the launch of his EP 'Rosebud' featuring Karma Kid and A-Trak collaborations.
• ARC Music FestivalminorStrategic or Co-development PartnerBoys Noize b2b VTSS performed in a Mixmag Lab x ARC Music Festival collaboration video.
• Eastern CityminorStrategic or Co-development PartnerEastern City's 'Club In the Clouds' partnership brings Mixmag Lab programming to Europe's tallest viewing platform, with Charisse C headlining as amapiano DJ.
• CHAOS (radio collective)minorStrategic or Co-development PartnerMixmag Lab CHAOS Takeovers featured Delilah (Rinse FM resident) and L.P. Rhythm in dedicated house-music sessions.
• Wasted Talent LtdflagshipStrategic or Co-development PartnerMixmag.net is owned and operated by Wasted Talent Ltd (registered in England and Wales No: 4333049, VAT 796 5005 04), alongside sister titles theface.com, kerrang.com and wastedtalent.com, sharing infrastructure, cookie policy and editorial ownership.
• Kerrang!flagshipStrategic or Co-development PartnerKerrang! is a sister title owned by Wasted Talent Ltd, sharing site terms, cookie policy and infrastructure; its trademark is registered to Wasted Talent Ltd alongside 'Mixmag' and 'Mixmag Media'.
• The FaceflagshipStrategic or Co-development PartnerThe Face (theface.com) is a sister title to Mixmag under Wasted Talent Ltd, covered under the shared Wasted Talent Cookie Policy.
• Google (Analytics & ad tech)coreTechnology or IntegrationMixmag uses Google Analytics for site performance measurement and Google's ad tech for behavioural targeting, with an opt-out browser add-on provided.
• FacebookmoderateTechnology or IntegrationMixmag uses Facebook cookies for social media sharing and behavioural advertising under the Wasted Talent cookie policy.
• Twitter / XmoderateTechnology or IntegrationMixmag uses Twitter cookies for social media sharing and behavioural advertising under the Wasted Talent cookie policy.
• NielsenmoderateTechnology or IntegrationMixmag uses Nielsen for third-party performance monitoring and advertising measurement, disclosed under the Wasted Talent cookie policy.
• QuantcastmoderateTechnology or IntegrationMixmag uses Quantcast for third-party performance monitoring and advertising measurement, disclosed under the Wasted Talent cookie policy.
• Mailchimp (re-confirmed as newsletter platform under Mixmag privacy notice)coreTechnology or IntegrationMixmag uses Mailchimp specifically as the marketing platform for newsletter delivery under the site's privacy policy.

Scale indicators7 records

Recent moves1 record

Expansion highlights5 records

Direct peers

• Resident Advisor: RA is the leading global electronic-music media and ticketing platform - directly comparable to Mixmag's editorial-plus-events-plus-ticketing model. RA is already a Mixmag partner (ticketing Mixmag Lab events) but also the closest direct competitor for dance-music editorial authority and event listings.
• DJ Mag: Long-running global dance/electronic-music magazine and website with a Top 100 DJs franchise - directly competes with Mixmag for dance-music editorial authority, advertiser relationships and audience attention in the same UK-anchored niche.
• Beatport: Leading electronic-music download/streaming store and editorial hub (Beatport News, charts, DJ profiles) - directly comparable as a dance-music-first media and commerce platform targeting the same artists, DJs and enthusiast audience as Mixmag.
• Dancing Astronaut: US-based electronic dance music news, reviews and event coverage site - directly comparable to Mixmag as a dance-music specialist publisher monetising via editorial, event coverage and advertising.
• EDM.com: Electronic dance music news, festival coverage and culture site with comparable editorial/advertising model and shared advertiser pool (energy drinks, alcohol, festivals) targeting the global EDM audience Mixmag also serves.

Broad incumbents

• The FADER: Established music and culture publication covering genres beyond electronic (hip-hop, pop, indie) - a broader incumbent operating with the same editorial-plus-events-plus-branded-content model but across wider genres than Mixmag's dance-only focus.
• Crack Magazine: UK-based music and culture print-and-digital magazine with events and a Mixmag-adjacent audience; comparable as a multi-format music media brand with advertising, events and merchandise revenue streams, though broader in genre scope.
• Billboard: Global mainstream music trade publication with charts, news, events and large-scale advertising business - a much larger incumbent operating in the same music-media category but at a broader genre and commercial scale than Mixmag.

Emerging players

• Dummy Mag: Independent music and culture online publication with a dance/electronic editorial leaning - comparable as a smaller music-culture editorial brand with a similar advertiser and audience profile to Mixmag's, but without Mixmag's live-event and merchandise infrastructure.

Others

• Resident Advisor (RA Tickets) - ticketing competitor: Listed separately to emphasise RA's role as Mixmag Lab's ticketing partner and the broader UK/European dance-event ticketing infrastructure on which Mixmag's live-event strategy depends.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights7 records

Customer concentration

• YouTubeyoutube.com/user/mixmagtv/videos
• Xx.com/mixmag
• Facebookfacebook.com/MixmagMagazine
• LinkedInlinkedin.com/company/mixmag

Compliance3 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles3 records

Subsidiaries1 record

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Mixmag Media