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.

Technology reporter Garrett Reim can be reached at greim@labusinessjournal.com. Follow him on Twitter @garrettreim for the latest in L.A. tech news.

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