SGC Media Acquires Where To Australia Network

A social-based media company, Where To Australia has over half a million engaged users across Facebook, Instagram and TikTok, giving local tips on food, nightlife, music, travel and activities through engaging premium video and photo content.

The acquisition will join SGC Media's existing titles TheMusic.com.au, Countrytown and Purple Sneakers, which are content leaders for Australian music audiences, reaching over half a million Australians each month across their platforms, and will enhance the company’s video and native capabilities, as well as adding city-specific reach for events.

SGC Media CEO and Publisher Stephen Green said, “We are committed to continuing to build Australia’s most resonant music media company and the Where To Australia network will give us the opportunity to build bridges to music for lifestyle audiences.

“For our existing clients, it gives opportunities to reach a broader audience, and for Where To’s clients, it will bring greater opportunities for integration in the nightlife and music spaces. Whether it’s the best burgers, the best theatre, the best holiday destination or simply the best places to hang on the weekend, the platforms will integrate our passion for music with broader lifestyle channels to reach even more Australians.”

The Where To Network was founded by Avid Collective in 2017, with the business pivoting to becoming one of the leaders in brand content space, working with over 150 of Australia’s premium online publishers to make branded content more accessible, scalable and impactful for advertisers and publishers. With Avid’s rapid expansion into the software space, the company will focus on its core business by divesting its owned titles.

Avid Collective CEO Luke Spano said, “SGC Media is a great fit for the Where To Network, and I have no doubt we will see further growth for the titles with a revitalised commitment to great content.”

Where To Australia Network head of content Nick McDonald will move to SGC Media and will continue to oversee the titles while working alongside a wider team on social strategy and native content opportunities. The business will continue to work closely with Avid Collective’s market-leading content platforms.