VINYL MEDIA: VNL’s Cultural Powerhouse Is Just Getting StartedIf...

VINYL MEDIA: VNL’s Cultural Powerhouse Is Just Getting Started

If you’ve been tracking Vinyl Group, you’ve likely noticed its transformation from a niche music tech firm into a diversified cultural media force. The recent launch of Vinyl Media is a pivotal development, positioning Vinyl Group at the intersection of music, lifestyle, and digital media.

What Is Vinyl Media?
Vinyl Media is the newly branded media division of Vinyl Group, consolidating a portfolio of influential publications and platforms.
This includes Rolling Stone Australia, Variety Australia, Mediaweek, The Music Network, Tone Deaf, and Concrete Playground.
The division also encompasses the events and brand activations agency Funkified, enhancing Vinyl Group’s capabilities in live experiences and cultural storytelling.

Why It Matters
Vinyl Media is more than a collection of media assets; it represents a strategic move into high-margin, culturally relevant content.
By integrating premium publishing with audience engagement across music, entertainment, and lifestyle, Vinyl Media offers brands unparalleled access to engaged communities.
This positions Vinyl Group to capitalise on advertising revenues and brand partnerships in a way that few ASX-listed companies can.

Strategic Synergies
The integration of Vinyl Media with Vinyl Group’s other assets - such as Jaxsta, Vampr, and Vinyl.com - creates a unique ecosystem.
This synergy allows for cross-platform promotion, data-driven insights, and a seamless connection between content creation and distribution.
The recent strategic partnership with Songtradr, a global music licensing platform, further strengthens this ecosystem by enhancing monetisation opportunities for artists and rights holders across VNL’s platforms.
Together, these assets position Vinyl Group to deliver end-to-end music and media solutions - from discovery and content to commercialisation and data analytics.

Growth Trajectory
Vinyl Group’s aggressive acquisition strategy, including the recent purchase of Concrete Playground for $5 million, demonstrates its commitment to expanding its media footprint.
These strategic moves are expected to drive operational efficiencies and accelerate the company’s path to positive cash flow.
CEO Josh Simons has emphasised that the media division is currently the profit engine supporting the growth of VNL’s tech ventures.

The Investment Case
For investors, Vinyl Group presents a unique opportunity to gain exposure to a high-growth segment within the broader media and music technology landscape.
The Total Addressable Market (TAM) for digital media, music rights, and entertainment advertising is estimated to be in the tens of billions globally, with the Australian market alone valued at over $2.5 billion annually.
With assets spanning music publishing, media content, events, and artist services, Vinyl Group is strategically positioned to tap into multiple revenue streams - licensing, advertising, subscriptions, branded content, live events, and B2B data services.
Vinyl Group’s integrated platform enables it to monetise content across its ecosystem, from Rolling Stone Australia to Jaxsta and Vampr, with added firepower via its partnership with Songtradr.
This kind of vertical integration is rare among ASX small caps and provides both scalability and defensibility.
As Vinyl Group expands its reach and activates its full media portfolio, the potential for material revenue uplift is clear.

Investors looking for a growth story with global scalability, multiple monetisation pathways, and real cultural relevance may find Vinyl Group to be one of the more compelling plays on the ASX right now.