Warner Music Group has acquired the pop-culture media website Uproxx in a bid to help it reach young digital audiences and create content beyond music.

The deal, valued at “tens of millions,” according to a person familiar with the matter, gives the third-largest recorded music company access to some 40 million Uproxx users.

The company, which has a young-skewing audience, will continue under the leadership of Chief Executive Benjamin Blank and co-founder and Publisher Jarret Myer. It will maintain its editorial and creative independence, “including working with any and all artists, athletes, and innovators,” the companies said.

While music companies like Warner, owned by billionaire Len Blavatnik’s Access Industries Inc., have myriad direct-to-consumer opportunities like artists’ websites, they don’t typically own standalone consumer-facing platforms. Beyond giving Warner a deeper understanding of the interests of a young, digital audience, the deal puts Uproxx’s production facility as well as creative services and sales teams under its roof.

Uproxx, which was co-founded in 2008, covers pop culture, including music, sports and fashion. The site is heavy on video and search engine-friendly writeups chronicling the latest album releases and movie premieres. It was acquired by digital media firm Woven Digital in 2014 before the company renamed itself Uproxx Media Group.