FILE PHOTO: Signage is seen outside Blackstone's headquarters in Manhattan, New York, U.S., November 12, 2021. REUTERS/Andrew Kelly
(Reuters) - Blackstone-backed Candle Media Tuesday announced it is acquiring ATTN:, a media company best known for topical short-form videos targeting Gen Z and Millennials. The cash and stock deal is valued at $100 million, according to two sources.
Launched in 2014, ATTN:'s videos seek to deconstruct social issues and news stories for its audience, such as one video recorded by former California Governor Arnold Schwarzenegger denouncing Vladimir Putin's invasion of Ukraine. ATTN: also has worked with brands including Amazon, Ford, Google, Intel, Mattel, P&G, Target and T-Mobile.
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