MELBOURNE: Vinyl Group Ltd said Tuesday it will acquire 100% of Pedestrian Group Pty Ltd from Nine Digital Pty Ltd for nominal consideration, with no cash, debt, stock or royalties tied to the deal.
The acquisition adds one of Australia’s best-known original youth media brands to Vinyl’s portfolio, which includes PEDESTRIAN.TV, Pedestrian Jobs, Openair Cinemas and Pedestrian Studio. The transaction is scheduled to close June 15, a statement said.
Pedestrian Group is expected to contribute between 600,000 and 800,000 Australian dollars in pro forma EBITDA to Vinyl in fiscal year 2027, following a restructuring plan.
The deal increases Vinyl’s Ipsos iris de-duplicated online audience reach to 53% of Australians online, strengthening its appeal to advertisers seeking access to Gen Z and millennial audiences, the company said.
Pedestrian Group reaches more than 9.4 million people monthly across owned, social and distributed platforms, including about 1 million monthly readers and 75 million minutes of video content watched.
Vinyl Group CEO Josh Simons said the transaction reflects the strength of the company’s acquisition strategy.
“We are continuing to secure high-quality cultural assets through capital-efficient structures, validate our adaptive media flywheel, and build Vinyl into the acquirer of choice for subscale youth, culture and entertainment brands in Australia,” Simons said.
Vinyl Group, an adaptive media and music technology company listed on the Australian Securities Exchange, operates two divisions: publishing and platforms. Its publishing arm, Vinyl Media, holds Australian licenses for brands including Rolling Stone, Variety, Refinery29, BuzzFeed and LADbible Group.
