Sneakers & Bowties acquires majority stake in music based lifestyle brand WE ARE MASSIV.
WE ARE MASSIV. a popular music-based lifestyle brand out of downtown LA that has garnered support from the likes of Diplo, Skrillex, Rihanna, Jack Beats, and more has been acquired for an undisclosed amount by Sneakers & Bowties, a new age lifestyle marketing, brand development, and music fund. The acquisition is the first of its kind in the market as many companies – namely SFX and Live Nation – have targeted the festival business, but few have decided to expand within the lifestyle niche. Owners Yoni Hagos (former private equity, venture capital, and M&A attorney) and Kai Henry’s (former manager of Snoop Dogg) brainchild will look to aggressively expand into the dance music market in 2015 with a few more acquisitions that will aim to make Sneakers & Bowties the go-to company for music lifestyle in the US.
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