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Thousands of women turn to the pages Hype Hair magazine to check out new hairstyles and read celebrity style profiles. Now, there are some changes afoot. Uptown Ventures Group has acquired the magazine and formed U Brands, an investment vehicle focused on acquiring and licensing similar niche brands.

“We see this as an opportunity to transform brands that have considerable equity and audience into more diverse products with more dynamic P&L’s,” says Brett Wright, chief creative officer of Uptown Ventures, parent company of Uptown Magazine, in a release (via Folio magazine).

“Hype Hair magazine is Uptown Ventures’ first acquisition since Uptown Magazine was reacquired from its former private equity partners. The publication’s entire current staff, including its long-time publisher, Steve Gross, and editor-in-chief, Adrienne Moore, will remain with the brand,” reports Folio.

Hype Hair has a tremendous relationship with its readers,” says Len Burnett, Uptown Ventures co-CEO, in a statement. “Advertising in credible, well-targeted magazines is the cornerstone of an effective integrated marketing campaign.”

The goal of the U Brands is to to leverage these new integrated advertising opportunities in print, digital, on social media and via events-based marketing. And  with Hype Hair, Uptown Ventures looks to launch new digital mobile and social platforms by year’s end. This is all in an effort to aggregate the disparate hair care content platforms for the African-American community and to also offer consumers and advertisers new technologies.

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