UPROXX
UPROXX is a private digital media company that operates a multi-brand music and culture platform spanning YouTube, TikTok, podcasts, and the newly launched Uproxx TV/CTV division, serving music enthusiasts and brands targeting Gen Z and millennial audiences through advertising, branded content, and licensing.
- Company typePrivate
- Founded2008
- HeadquartersCulver City, United States
- Headcount1–10
- GTM typeB2B
- OfferingDigital Commerce or Content
What UPROXX does
UPROXX is a digital media company and multi-brand music and culture platform founded in 2008 and headquartered in Culver City, California. It operates a portfolio of editorial verticals covering music, pop culture, travel, drinks, and entertainment, organized under genre-specific sub-brands including HIPHOPDX (hip-hop), Indie Mixtape (indie), Country Mixtape (country), and Dime Magazine (pop culture), alongside flagship shows such as Sound Check, That One Video, The Bigger Picture, UPROXX Sessions, Visionaries, People's Party with Talib Kweli, and the weekly Indiecast podcast distributed via Art19. Content is produced and distributed across the company's owned website (uproxx.com), YouTube, TikTok, Instagram, and LinkedIn, reaching a global audience focused on Gen Z and millennial music fans.
In November 2025, UPROXX launched Uproxx TV, a new television division aimed at expanding from digital into CTV and traditional television, with the stated objective of competing with Vevo in music television. At its first NewFronts event in March 2026, the company announced a strategy of developing TikTok-compatible shows with super creators, leveraging its CTV inventory to attract TV ad budgets around cultural moments.
UPROXX generates revenue primarily through advertising across its CTV and digital inventory, branded content and sponsorships (e.g., the Megan Thee Stallion Cheetos 'Pickle's Back' campaign), and licensing/TV distribution via the Uproxx TV division. The company is privately held, has received investment from UTA Ventures, and is led by co-founder Brian Brater with a small core editorial team that includes Cultural Critic Steven Hyden and Senior Pop Culture Editor Josh Kurp.
UPROXX firmographics
Firmographics- Name
- UPROXX
- Legal name
- UPROXX
- Website
- https://uproxx.com
- Company type
- Private
- Founded year
- 2008
- Operating status
- Operating
- Headcount range
- 1–10 employees
- Short description
- UPROXX is a private digital media company that operates a multi-brand music and culture platform spanning YouTube, TikTok, podcasts, and the newly launched Uproxx TV/CTV division, serving music enthusiasts and brands targeting Gen Z and millennial audiences through advertising, branded content, and licensing.
- Ownership category
- akta.pro rank
UPROXX industry classification
Industry- Product category
- Digital Music & Pop Culture Media
- NAICS
- Media Streaming Distribution Services, Social Networks, and Other Media Networks and Content Providers (516210)
- SIC
- Services-Motion Picture & Video Tape Distribution (7822)
- akta.pro primary industry
- Social/UGC Music Platforms (Short-Form, Social Listening) (MPAIACAE)
- akta.pro secondary industries
- Short-Form Video Discovery, Curation & Aggregation Platforms (MPACAHAG), Podcast Networks & Studio Platforms (MPAIADAC), Music + Podcast Aggregator Super-Apps (MPAIADAF)
Keywords
Where UPROXX is headquartered
LocationHeadquarters
- HQ city
- Culver City
- HQ country
- United States
- HQ region
- North America
Markets served
UPROXX business model
Business model- GTM type
- B2B
- Offering type
- Digital Commerce or Content
- Cost components
- Personnel, Marketing or Sales, Technology or R&D, Operations, Infrastructure
Revenue model
- Advertising Revenue: UPROXX generates primary revenue through advertising, targeting TV ad spend with its CTV inventory and TikTok-compatible show formats. The company offers brand presence around cultural moments with incremental reach for advertisers.
- Licensing and TV Distribution: Uproxx TV division focuses on expanding into traditional television platforms and licensing content, competing with Vevo in music television space.
- Brand Partnerships and Sponsored Content: UPROXX produces sponsored content and brand partnerships such as the Megan Thee Stallion Cheetos 'Pickle's Back' campaign, creating branded content for advertisers.
Go-to-market motion2 records
Distribution channels6 records
Marketing channels7 records
UPROXX product offering
Product offeringCore offering
UPROXX is a digital media company that produces and distributes music, pop-culture, and entertainment content across web, social, podcast, and connected TV (CTV) channels. The portfolio includes the flagship UPROXX site, genre-specific sub-brands (HIPHOPDX, INDIE MIXTAPE, COUNTRY MIXTAPE, DIME MAGAZINE), original video series, podcasts, and the Uproxx TV CTV channel. The product is monetized through advertising, brand partnerships, sponsored content, and licensing to advertisers seeking reach among young, music-engaged audiences.
Product overview
UPROXX is a music television and culture media platform operating as a multi-brand digital media company. The core UPROXX site features music coverage, TV/movies, and lifestyle content, while sub-brands including HIPHOPDX (hip-hop), INDIE MIXTAPE (indie music), COUNTRY MIXTAPE (country music), and DIME MAGAZINE (pop culture) provide vertical-specific coverage. Content is delivered through video series/shows (Sound Check, That One Video, UPROXX Sessions, Indiecast podcast), editorial features (Visionaries cover stories), and live events (Sparkling Sessions, Sound of My City, Sound and Vision Awards). The company recently launched Uproxx TV as a new division to expand into CTV and traditional television, competing with Vevo for music television viewership.
Differentiator
Problem solved
Functional benefit
Brands
- HIPHOPDX: Hip-hop music news and culture vertical
- INDIE MIXTAPE
- COUNTRY MIXTAPE
- DIME MAGAZINE
- UPROXX Life
Products and services
- UPROXX (flagship digital media site) Flagship UPROXX.com digital publication covering music, pop culture, and entertainment for a young, music-engaged audience; monetized via advertising, sponsorships, and licensing.
- Uproxx TV UPROXX's connected TV (CTV) channel delivering original music and pop-culture video programming to streaming/CTV audiences, sold to advertisers via CTV video inventory.
- HIPHOPDX UPROXX sub-brand dedicated to hip-hop music news, interviews, and editorial coverage, targeting hip-hop fans as a distinct audience segment for advertisers and brand sponsors.
- INDIE MIXTAPE UPROXX sub-brand focused on indie and alternative music coverage, including editorial content and the Indiecast podcast with Steven Hyden.
- COUNTRY MIXTAPE UPROXX sub-brand covering country music news, interviews, and editorial content for country music fans.
- DIME MAGAZINE UPROXX sub-brand covering sneaker, streetwear, and basketball culture, extending the network into sport/streetwear subculture audiences for advertisers.
- Sound Check (original video series) Flagship UPROXX original video show featuring artist performances and music programming; monetized via brand sponsorships and advertising.
- People's Party with Talib Kweli Hosted UPROXX video/podcast series featuring long-form conversations with hip-hop artists and cultural figures, fronted by Talib Kweli; monetized via sponsorships and advertising.
- Indiecast (podcast) UPROXX's flagship indie and alternative music podcast hosted by Steven Hyden, distributed through Art19 to major podcast platforms and monetized via advertising and sponsorships.
- UPROXX Sessions (original video series) Original UPROXX video series featuring artist performances and behind-the-scenes sessions; sold to advertisers via sponsorship and video ad inventory.
- The Bigger Picture (original video series) Original UPROXX video series covering culture, sports, and music commentary, monetized via advertising and brand integrations.
- That One Video (original video series) Original UPROXX video series highlighting viral and notable videos across the internet, monetized via advertising and brand integrations.
- UPROXX Mics (original video series) Original UPROXX video interview/conversation series, monetized via advertising and brand sponsorships.
- How I Blew Up (original video series) Original UPROXX video documentary-style series profiling the rise of artists and cultural figures, monetized via advertising and brand integrations.
- Fresh Pair (original video series) Original UPROXX video series tied to sneaker and basketball culture coverage, monetized via advertising and brand sponsorships.
- Visionaries (original video/editorial series) Original UPROXX video/editorial franchise profiling visionary figures across music, art, and culture, monetized via advertising and brand integrations.
- UPROXX Insights UPROXX's audience insights and market research product, sold to advertisers and brands seeking culture, audience, and trend intelligence drawn from UPROXX's content footprint.
Quantifiable outcome
- Coachella YouTube livestreams show significant viewership with Green Day seeing 347% watch time increase post-performance
Companies that use UPROXX
Customer profileNamed customers2 records
Segments3 records
Ideal customer profiles2 records
UPROXX technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
UPROXX partnerships and signals
Strategic signalScale indicators2 records
Recent moves6 records
Expansion highlights5 records
UPROXX competitors and assessment
Company assessmentDirect peers
- HypeBeast: HypeBeast is a digital media platform covering music, fashion, and youth culture with strong video content and social distribution, comparable to UPROXX's multi-vertical youth culture approach.
- Vevo: Vevo is the leading music video network and UPROXX's explicitly named direct competitor in music television. Both distribute music video content and compete for the same advertiser demand, particularly in CTV.
- Genius: Genius is a music media platform with annotations, editorial content, and original video focused on hip-hop and pop culture, overlapping with UPROXX's HIPHOPDX and DIME MAGAZINE verticals.
- The FADER: The FADER is a music and culture magazine covering emerging artists across hip-hop, indie, and pop with a similar editorial sensibility and youth demographic focus as UPROXX.
- NME: NME is a global music and entertainment publication covering indie, rock, and pop with editorial features, news, and reviews directly comparable to UPROXX's music editorial coverage.
- Stereogum: Stereogum is an online music publication covering indie, pop, and rock with editorial features, news, and criticism that competes for the same indie/alternative music audience as UPROXX's Indie Mixtape.
- Pitchfork: Pitchfork is a leading music editorial and review publication covering indie, hip-hop, and emerging music across genres, overlapping directly with UPROXX's INDIE MIXTAPE and HIPHOPDX verticals.
- Complex Networks: Complex is a digital media company covering music, pop culture, fashion, and youth culture with multi-platform video and editorial content, directly comparable to UPROXX's music and culture editorial positioning.
Broad incumbents
- Rolling Stone (Penske Media): Rolling Stone is an established music and culture magazine with deep editorial authority and scale, competing for the same premium music advertiser demand and audience as UPROXX's music verticals.
- Vice Media: Vice is a larger established digital media company covering music, culture, and youth demographics with multi-platform video content, overlapping UPROXX's audience and advertiser base at greater scale.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat4 records
Key risks6 records
Key highlights6 records
Customer concentration
UPROXX social profiles
Digital presenceUPROXX financial estimates
Financial estimateRevenue estimate
Valuation estimate
UPROXX leadership team
Management profileNumber of profiles
Profiles3 records
UPROXX funding detail
Funding detailFunding overview
Funding rounds1 record
Investors1 record
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
UPROXX M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about UPROXX
What does UPROXX do?
UPROXX is a digital media company that produces and distributes music, pop-culture, and entertainment content across web, social, podcast, and connected TV (CTV) channels. The portfolio includes the flagship UPROXX site, genre-specific sub-brands (HIPHOPDX, INDIE MIXTAPE, COUNTRY MIXTAPE, DIME MAGAZINE), original video series, podcasts, and the Uproxx TV CTV channel. The product is monetized through advertising, brand partnerships, sponsored content, and licensing to advertisers seeking reach among young, music-engaged audiences.
When was UPROXX founded?
UPROXX was founded in 2008. It employs 1 to 10 people.
Where is UPROXX based?
UPROXX is headquartered in Culver City, United States, in the North America region.
How does UPROXX make money?
Three revenue lines are on record. Advertising Revenue is the primary driver. The others are licensing and TV Distribution and brand Partnerships and Sponsored Content.
Who are UPROXX's main competitors?
Direct peers on record are HypeBeast, Vevo, Genius, The FADER, NME, Stereogum, Pitchfork and Complex Networks. Broad incumbents are Rolling Stone (Penske Media) and Vice Media.
Does UPROXX have an API?
No public API is recorded for UPROXX.
What industry is UPROXX in?
UPROXX's product category is Digital Music & Pop Culture Media. Its primary akta.pro industry code is MPAIACAE, Social/UGC Music Platforms (Short-Form, Social Listening), with a secondary code of MPACAHAG, Short-Form Video Discovery, Curation & Aggregation Platforms. Its NAICS code is 516210 and its SIC code is 7822.