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Continuum Advisors logo

XX Artists
acquired by
S4Capital PLC

US flag > GB flag
Deal type: Sell-Side Advisory Time Period: July 2022 Sectors: Digital Media, Marketing Services, Technology

About XX Artists

XX Artists is an award-winning social media marketing agency founded by Kyle Kuhns. Headquartered in Los Angeles, California with teams worldwide, XX Artists works with brands and talent to bring their message and products to life through social media and creator-led marketing.Working with brands including Google, YouTube, Logitech, and, XX Artists crafts best-in-class social content strategies, backed by insights and culture, to build brand value and community online. XX Artists prides themselves on their creator first positioning and their commitment to producing accessible, inclusive content intended for a global audience.

About S4Capital

S4Capital plc is the tech-led, new age/new era digital advertising and marketing services company, established by Sir Martin Sorrell in May 2018.

Its strategy is to build a purely digital advertising and marketing services business for global, multinational, regional, local clients and millennial-driven influencer brands. This will be achieved by integrating leading businesses in three practice areas: content, data&digital media and technology services, along with an emphasis on “faster, better, cheaper” executions in an always-on consumer-led environment, with a unitary structure.

We are delighted to welcome Kyle and his colleagues to the family. Their exciting growth, diverse talent base and prestigious clients will help fuel the development of our best-in-class social media capabilities in the United States and internationally

Sir Martin Sorrell, S4Capital Executive Chairman

The Deal

The merger of XX Artists with Media.Monks will significantly expand S4Capital’s content practice and augment its social media marketing capabilities in the US.

Brett Davis, Managing Partner at Continuum Advisors, explained why the business was an attractive target. “XX Artists has a unique, creator-first market positioning with a commitment to producing accessible, inclusive content intended for global audiences. The overall approach and mindset of the business stand out, informed by the artist and influencer perspective, rather than that of a marketing agency.”

Our Role

Waypoint Partners, LLC (US operation), now trading as Continuum Advisors, served as the exclusive financial advisor on this transaction.

Continuum Advisors, and in particular Brett Davis, have served XX Artists as trusted confidants. Brett has remained a fierce advocate for the value that XX has built in our people and services, and his work will have a lasting impact on how we will continue to be most effective in delivering our best-in-class social and influencer marketing services in combination with Media.Monks and S4Capital

Kyle Kuhns, Founder & CEO, XX Artists

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