Vinyl Group Expands Media Reach with Concrete Playground Acquisition

Vinyl Group Seizes Growth Opportunity in Digital Media

Vinyl Group (ASX:VNL), Australia’s only ASX-listed music company, has completed its acquisition of digital city guide Concrete Playground for $5.56 million. This strategic move strengthens Vinyl Group’s media and advertising division, positioning the company for accelerated growth and a faster path to positive cash flow.

CEO Josh Simons sees the acquisition as a game-changer. “Finalising the acquisition of Concrete Playground is another huge milestone for Vinyl Group,” he said. “Their engaged and trusted platform seamlessly fits into our broader media strategy as part of our new publishing house, Vinyl Media.”

Concrete Playground, which operates across Sydney, Melbourne, Brisbane, Auckland, and Wellington, generated $4.1 million in revenue last year. With its integration into Vinyl Media, the business is forecast to contribute at least $1.5 million in EBITDA in CY25, fast-tracking Vinyl Group’s cash flow positive timeline in CY25 .

Acquisition Details and Strategic Fit

Under the finalised terms, Vinyl Group acquired 100 per cent of Concrete Playground for $4.06 million in cash and $1.5 million in Vinyl Group shares. A net payment of $4.78 million was made after adjusting for Concrete Playground’s $782,000 cash balance. An additional $500,000 of the cash consideration has been placed in escrow for 12 months as security.

Simons emphasised the strategic benefits. “This acquisition strengthens our media division and unlocks new opportunities for our advertising partners,” he said. “It also accelerates our timeline to sustained profitability.”

Concrete Playground’s digital platform offers premium lifestyle content, appealing to brands and agencies targeting engaged urban audiences. The acquisition allows Vinyl Media to serve a broader agency network while maintaining a unique set of clients and commercial opportunities.

Founder Bids Farewell as Business Transitions

As part of the acquisition, Concrete Playground’s Founder & CEO, Rich Fogarty, will depart. He expressed optimism about the brand’s future under Vinyl Group’s leadership.

“Selling Concrete Playground is bittersweet, but I couldn’t be more excited for what comes next,” Fogarty said. “What started as a passion project has grown into a leading digital publisher, thanks to an incredible team and a loyal audience. With Vinyl Group now at the helm, Concrete Playground is in excellent hands.”

Fogarty has worked closely with Vinyl Group to ensure a smooth transition for the team and operations. The integration is expected to deliver operational efficiencies that will enhance Vinyl Group’s media capabilities.

Vinyl Group’s Expanding Media Empire

Vinyl Group has been aggressively expanding its media presence, building a diverse portfolio that connects music creators, fans, and brands. Its publishing arm, Vinyl Media, operates a powerhouse of cultural content, including Mediaweek, Tone Deaf, and the licensing of major mastheads such as Rolling Stone, Refinery29, and Variety in Australia.

The addition of Concrete Playground strengthens this offering, reinforcing Vinyl Group’s position in the digital media and advertising landscape.

“This acquisition is not just about growth; it’s about synergy,” Simons said. “We’re excited to welcome the team to Vinyl Group and look forward to unleashing our potential together.”

With Concrete Playground now under the Vinyl Media umbrella, the company believes it is poised for a strong 2025, with an accelerated path to sustained profitability and expanded opportunities in digital advertising.