Confirmation: Authentic Entertainment Sold to SCA

Staff Writer

After saying they were in discussions earlier in the week, today Authentic Entertainment – all its assets including VEVO and IP have been picked-up by Southern Cross Austereo.

The purchase by SCA of Authentic Entertainment Pty Ltd, will see the group exclusively represent Vevo in Australia, take-over Authentic’s program syndication agreements including; The Weekend Breakfast, Boxed In, Planet Vevo and My Generation, and acquire all the associated intellectual property and social media assets. SCA will exclusively represent Vevo in Australia, which entitles SCA to all advertising for the region and talent integration for its clients.  

Grant Blackley, CEO of SCA said “The Vevo contract is an important addition to our stable of media businesses, particularly our digital business.  We will now have unprecedented access to advertising inventory on an extremely high demand video platform, giving us the ability to offer even more effective brand solutions for our clients.

“It makes sense to take production of our shows back in-house and I welcome our new employees who are coming across from Authentic.”

Vevo is a joint venture operation between Sony Music Entertainment and Universal Music Group and is the largest premium video publisher in Australia, having 175 million views in July alone and a reach of  more than a quarter of adults online.

“We’re excited to partner with SCA and extend the reach of Vevo as we look to drive new growth opportunities in Australia,” said Nic Jones, Chief Revenue Officer, Vevo.

“SCA’s strong local expertise and music orientation make them ideally suited to help us realise the full potential and power of premium music videos in this growing market.”

SCA will take production of the syndicated programs in-house with  thirteen staff moving to SCA working in the Sydney and Melbourne offices.  Most of the program output from Authentic used SCA talent and appeared on SCA stations around the country.

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