Create Music Group has acquired Cr2 Holdings Group, which includes the dance label Cr2 Records, MBMB Publishing and its music education division, Sample Tools by Cr2.
The company was founded by CEO Mark Brown in 2004. Under the new deal, Create Music Group will back Cr2 and Brown with capital, technology and a global infrastructure to drive the label’s growth strategy with further investment into independent dance artists, catalogues, labels and publishers.
In recent years, Cr2 has seen global success with Hugel and Matt Sassari with a run of singles and collaborations. Sassari has surpassed one billion US streams and earned platinum and gold certifications across 20 countries, driven by his global hit Give It To Me. Meanwhile, Hugel’s 2021 anthem Morenita is now at 250m-plus streams worldwide.
Together, the pair recently received an IMPALA double platinum certification for their collaboration It Feels So Good alongside Sonique with 200m-plus streams.
In its 20-plus year history, CR2 has also released music from David Guetta, Eric Pyrdz, Avicii, Camelphat, Fedde Le Grand and Steve Angello with numerous dance chart hits in the UK, U.S. and Australia.
“Mark has established one of the most exciting labels in the UK, consistently delivering hit after hit,” said Create Music Group co-founder Jonathan Strauss. “We’re huge believers in Cr2 and Mark’s ability to identify, nurture and develop talent and entrepreneurs in the dance music space. We look forward to getting him the tools to fuel the company’s future growth.”
Mark has established one of the most exciting labels in the UK, consistently delivering hit after hit
Jonathan Strauss
Cr2 founder and CEO Mark Brown said: “Jonathan, Eric Nguyen, Kyle Bartelman and the entire Create team are building an operating platform for label entrepreneurs that will help position Cr2 for significant investments into artists and labels and help us deliver global hits. Create’s ethos of backing the founder’s vision, along with their significant investments into data and technology, together with potent capital resources, make them the perfect partners for Cr2’s next phase of growth.”
Brown will continue to lead the CR2 business as president, alongside Matthew Brown, while Jonathan Strauss and Eric Nguyen will join the company’s board.
The label will focus its growth efforts on expanded relationships and deals with its current roster, as well as engaging in M&A to acquire and invest in their artists’ future businesses.
CR2 joins Create’s expanding portfolio of dance and electronic brands, joining the likes of Monstercat, !K7, Enhanced, Mau5trap, Night Bass, Disciple and more.
Eric Nguyen, Create Music Group’s senior vice president of corporate development and M&A, said: “Cr2 represents the type of entrepreneurial and culturally influential label we seek to invest in. This deal with Mark is yet another important step in our effort to build a premier global platform for dance artists and label teams, and I look forward to working with Mark to expand our footprint.”
Mark Brown and his team will continue to be based in Cr2’s London headquarters.
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