GPOP Merges with Underknown to Expand Media Influence

In a significant development in the digital media industry, Underknown, a leading digital-first media company known for its innovative content, has announced the completion of a merger with GPOP, an independent creator media agency founded by Michael Gardner and Yaz Narcin. The merger, described as strategic, aims to bolster the capabilities and reach of both entities, combining Underknown's content expertise with GPOP's agency strengths. This merger marks Underknown's third successive acquisition in as many years, underscoring its aggressive expansion strategy. Underknown is well-known for producing content such as 'What If', 'Aperture', and 'How to Survive', with a substantial global footprint that includes over 80 million monthly active viewers and 90 channels. GPOP, despite being only a year old, has established partnerships with nearly 20 media creators, amassing a subscriber base of almost 100 million on YouTube. This merger not only expands Underknown's portfolio but introduces innovative growth strategies to its platform, as well as to GPOP's creator partners. The deal positions Steve Hulford, CEO of Underknown, alongside GPOP's co-founders, in a collaborative leadership role. Yaz Narcin will assume the role of Managing Director of GPOP, while Gardner will focus on strategic initiatives as EVP of Partnerships at Underknown.