BUZZMEDIA says it will work to increase the influence of XLR8R, which is said to be particularly successful in the UK music community, in North America.
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The site joins BUZZMEDIA’s network of websites that, it says, reaches more than 100 million “pop culture enthusiasts” every month in aggregate.
Here’s how the company pitches its latest purchase:
The acquisition includes a rich history of leadership in electronic music reporting, nearly two decades of print issues and hundreds of highly regarded podcasts featuring soon-to-break artists and trends.
As a testament to its relevance, XLR8R is credited with popularizing the term for the electronic music subgenre “dubstep” and being the early champion of that style.
In case you’re wondering, the print issue was discontinued last year.
The news of the acquisition was announced by BUZZMEDIA this morning, although Billboard.biz caught wind of it before the press release was issued.
Other BUZZMEDIA properties include Hype Machine, Celebuzz, Stereogum, RCRD LBL, Videogum, Buzznet, TheSuperficial, Idolator (which it baught from Gawker Media), PureVolume, Absolute Punk, Go Fug Yourself and Punknews.
Earlier this year, BUZZMEDIA appointed Bill Jensen, formerly Director of New Media at Village Voice Media, to the new position of VP/General Manager of Music.