Complex and Ntwrk share a number of connections beyond their overlapping audience: Several Complex Media staff have left the company to work at Ntwrk. Levant also had a critical role in launching ComplexCon in 2016.
On paper, Complex Media brings scale and a socially savvy demographic to pair with the Ntwrk platform. Its annual ComplexCon event, a haven for sneakerheads, streetwear and hip-hop, also offers a built-in vehicle for retail opportunities.
The Complex properties would serve a top-of-funnel function for the Ntwrk business, and the acquisition reflects the growing trend of media companies serving as customer acquisition tools for retail owners.
“Aaron Levant, along with Jamie Iovine and Gaston Dominguez-Letelier, are building an incredible platform, and this acquisition will exponentially accelerate its growth,” said Iovine, founder of Interscope Records and Beats by Dre.
“Combining the power and reach of Complex with the Ntwrk engine serving creators across music, fashion and art will be transformative for the next generation of consumer technology,” Iovine added.
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