First Tube

What First Tube does

First Tube is a New York-based, full-service marketing agency founded in 2017 that specializes in engineering hybrid live digital experiences for major consumer brands. The company integrates in-person event production with multi-platform livestreaming and real-time digital amplification, positioning itself as a one-stop shop covering strategy, creative, digital production, talent curation, and media buying. Its client roster is exclusively enterprise and concentrated in the beverage, spirits, finance, insurance, and apparel verticals, with marquee engagements including Mastercard Priceless Experiences, Anheuser-Busch Reventón de Verano, Michelob ULTRA Movement Live, Grubhub Sound Bites, Bacardi Summer Festivals, Tito's Made to Order, and New Balance.

First Tube's underlying technology consists of two proprietary platforms: LiveAMP, an ad product suite for real-time targeted media buying and cultural moment amplification across digital and social channels, and FT Live, a measurement and analytics platform that operates across channels and the funnel from Audience Identification through Engagement, Actions, and ROI. The company also builds client-specific digital hubs (e.g., Movement Live for Michelob ULTRA) that support livestreaming, first-party data capture, ticket sales, and VOD hosting. First Tube has executed 5,000+ live digital experiences over six years and reports deep music-industry relationships enabling early discovery of emerging artists.

First Tube earns revenue through two primary streams: professional services fees from integrated agency engagements (strategy, creative, production, talent, media activation) and advertising revenue from its proprietary LiveAMP product suite. Go-to-market is direct enterprise sales with no public-facing storefront, and the company operates as an affiliate of Horizon Media, leveraging that relationship for distribution, scale, and operational support. No public pricing is disclosed, and no external venture or private equity funding is recorded, suggesting the business is funded through operating revenues and Horizon Media's capital structure.

Name

First Tube

Legal name

First Tube LLC

Website

https://firsttube.com

Company type

Private

Founded year

2017

Operating status

Operating

Headcount range

11–50 employees

Short description

First Tube is a New York-based marketing agency that creates hybrid live digital experiences for major consumer brands across beverage, spirits, finance, and apparel. It combines in-person production, multi-platform livestreaming, talent curation, and proprietary LiveAMP and FT Live analytics platforms.

Ownership category

akta.pro rank

Headquarters

HQ city

New York

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2B

Offering type

Services

Cost components

Personnel, Operations, Marketing or Sales, Technology or R&D, Supply Chain

Revenue model

1. Agency Services (Integrated Marketing Campaigns): First Tube earns fees as a marketing agency providing end-to-end integrated campaign services including strategy, creative production, talent curation, event production, and paid media activation for brand clients.
2. LiveAMP Ad Product Suite: Proprietary advertising products that help brands attach to and amplify cultural moments through real-time targeted media buying across digital and social channels.

Go-to-market motion1 record

Distribution channels1 record

Marketing channels4 records

Core offering

First Tube is a full-service marketing agency that creates and amplifies brand-owned cultural moments through hybrid live digital experiences combining in-person activations and livestreaming. Its core deliverable is an integrated campaign service spanning strategy, creative, digital and experience production, talent curation and procurement, and amplification and measurement, supported by the proprietary LiveAMP ad product suite and the FT Live analytics platform.

Product overview

First Tube is a marketing agency that creates and amplifies brand-owned moments through hybrid live digital experiences. The company's core offering is its service-based approach combining strategy & creative, digital & experience production, talent curation, and amplification & measurement. Key proprietary offerings include LiveAMP (their ad product suite for amplifying cultural moments) and FT Live (their analytics platform). Their work spans branded live events, hybrid experiences, always-on programming, and branded content campaigns for clients including MasterCard, Michelob Ultra, Grubhub, Bacardi, and others.

Differentiator

Problem solved

Functional benefit

Products and services

• Brand-Owned Live Digital Experiences Full-service integrated campaigns that combine in-person activations with livestreamed digital experiences, delivered for enterprise consumer brands across spirits, beer, food delivery, finance, insurance, and apparel.
• LiveAMP Proprietary ad product suite that enables brands to attach to and amplify cultural moments through real-time targeted media buying and optimization across digital and social channels.
• FT Live Measurement and Analytics Platform Proprietary analytics platform that tracks live digital campaign performance across platforms and channels, covering Audience Identification, Engagement, Actions, and ROI for real-time optimization and first-party data capture.

Quantifiable outcome

• 5,000+ live digital experiences created in six years
• +3 more outcomes

Named customers11 records

Segments1 record

Ideal customer profiles1 record

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature2 records

Partnerships

Two partnerships are on record, tiered flagship and core.

• GrubhubflagshipStrategic or Co-development Partner · 1 July 2019First Tube has an ongoing strategic partnership with Grubhub to produce the Sound Bites franchise — a brand-owned live music series that has generated 17M+ tune-ins and 200K+ orders. First Tube handles talent curation, production, AR integration, and digital marketing for the program.
• Horizon MediacoreOthersFirst Tube LLC is an affiliate of Horizon Media. The company adheres to Horizon Media's privacy policy, indicating a close parent-affiliate corporate relationship that provides strategic and operational support.

Scale indicators10 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• Sparks: Specialist live and digital experience agency producing trade shows, brand activations, and immersive events for major brands. Closely aligned with First Tube in service offering, target customers, and hybrid event model.
• Allied Global Marketing: Full-service marketing agency combining experiential, influencer, content, and digital services for entertainment, consumer, and lifestyle brands. Comparable as a similarly sized, multi-disciplinary agency with strong entertainment vertical.
• MKG: Boutique experiential marketing agency focused on brand activations, live events, and storytelling-driven consumer experiences. Comparable in size, cultural-marketing focus, and live/digital hybrid model.
• MAS Event Design: Live event production and brand activation studio producing large-scale brand experiences and hybrid events. Comparable in delivering end-to-end live digital experiences for major brands.
• Civic Entertainment Group: Entertainment and culture-led marketing agency producing tentpole events, brand activations, and sponsored content for major consumer brands. Closely comparable in brand-owned-IP and cultural-moment strategy.

Emerging players

• Groove Jones: Creative technology studio specializing in AR/VR/XR experiences and immersive digital activations for brands. Comparable in blending production with proprietary digital tooling (similar to LiveAMP/FT Live).

Broad incumbents

• BBDO / Omnicom Experiential Studios: Large global advertising holding company with dedicated experiential and live-event capabilities serving Fortune 500 brands. Comparable as a broad incumbent offering overlapping experiential services through a wider portfolio.
• Jack Morton Worldwide: Global brand experience agency and part of the Interpublic Group, producing live events, brand activations, and hybrid experiences for Fortune 500 clients. Directly comparable as a larger incumbent in the same experiential/live activation category First Tube operates in.
• Live Nation Media & Sponsorships: Live entertainment and sponsorship giant offering brands access to concerts, festivals, and owned-IP live moments. Comparable as a competitor for live/music-driven brand engagement budgets, though operating at much larger scale.

Regional players

• Studio C (Gersh): Boutique brand experience agency producing live, virtual, and hybrid events primarily for tech and consumer brands. Comparable in offering integrated live + digital experiences but with a different vertical mix.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights7 records

Customer concentration

• Xx.com/FirstTubeMedia
• Facebookfacebook.com/FirstTubeBK

Revenue estimate

Valuation estimate

Number of profiles

Profiles4 records

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 First Tube