CREATE GROWS VRTCL-Y

Create Music Group has acquired digital-marketing agency VRTCL. Founded by Griffin Haddrill and Sean Young in 2019, it has produced chart-topping TikTok campaigns for artists like Lil Nas X, Glass Animals, Saweetie, Coi Leray and the Bee Gees.

Haddrill will continue to lead VRTCL, in partnership with Create.

“What Griffin has built in VRTCL is one of the most exciting music-marketing companies in the business,” said Jonathan Strauss, co-founder and CEO of Create Music Group. “The addition of VRTCL to Create’s group of companies ensures that we're able to offer independent artists the best digital-marketing expertise and execution available anywhere.”

The addition of VRTCL follows Create's acquisition of Flighthouse, the largest non-influencer brand on TikTok, with more than 28m followers, reinforcing the company's investment in creator/content marketing.

Pictured are Strauss (right) and Create co-founder/COO Alexandre Williams at work on their arcade basketball jumpers between closing deals.