Avid Collective sells social media network to Brisbane publisher SGC

By AdNews | 14 November 2024
 
Luke Spano

Where To Australia, founded by Avid Collective in 2017, has been sold to Brisbane-based music media publisher SGC Media.

The social media network has more than half a million engaged users across Facebook, Instagram and TikTok, giving local tips on food, nightlife, music, travel and activities through engaging premium video and photo content. 

The acquisition will join SGC Media's existing titles TheMusic.com.au, Countrytown and Purple Sneakers.

Commercial details of the deal haven’t been announced.

Where To Australia Network head of content Nick McDonald will move to SGC Media and will continue to oversee the titles.

The business will continue to work closely with Avid Collective’s content platforms.

“SGC Media is a great fit for the Where To Network and I have no doubt we will see further growth for the titles with a revitalised commitment to great content,” said Avid Collective CEO Luke Spano.

The Where To Network works with more than 150 of Australia’s premium online publishers to make branded content more accessible, scalable and impactful for advertisers and publishers.  

With Avid’s rapid expansion into the software space, the company will focus on its core business by divesting its owned titles. 

SGC Media CEO and publisher Stephen Green said the Where To Australia network will give the company the opportunity to build bridges to music for lifestyle audiences. 

“For our existing clients it gives opportunities to reach a broader audience and for Where To’s clients it will bring greater opportunities for integration in the nightlife and music spaces,” he said.

“Whether it’s the best burgers, the best theatre, the best holiday destination or simply the best places to hang on the weekend, the platforms will integrate our passion for music with broader lifestyle channels to reach even more Australians.”

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