Viacom has led a reported $10 million investment round in Culver City’s DigiTour Media, a company that runs events and concerts featuring Internet personalities.
The firm produces a series of touring concerts and events with YouTube, Vine, Snapchat and Instagram stars. Launched in 2010, the millennial-focused events drew in over 100,000 attendees last year.
Co-founded by Chief Executive Meridith Valiando Rojas, who got her start as an artists and repertoire (A&R) executive at Columbia Records and Capitol Records, DigiTour is looking to leverage Viacom’s television, film and digital reach to aid its growth.
“Partnering with a premiere entertainment company like Viacom and its powerhouse brands is something I have always envisioned for DigiTour,” said Rojas in a statement.
In addition to performances by social media stars, DigiTour’s concerts also include a mixture of traditional celebrities, such as music group Fifth Harmony and singer Demi Lovato.
DigiTour did not disclose the size of the investment, but Re/Code reported it was about $10 million. LionTree and Slow Ventures also participated and Viacom’s investment will gain the company a seat on DigiTour’s board of directors.
DigiTour last year received an undisclosed investment from Ryan Seacrest, Andrew Siegel of AV Partners and Condé Nast’s parent company Advance Publications Inc.
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