Velocity Capital takes stake in LV8 and Mirage

Private equity firm Velocity Capital Management has acquired a stake in LV8 and Mirage, two businesses founded by digital media entrepreneur Griffin Haddrill.

LV8 runs social and creator marketing campaigns for brands, while Mirage works with more than 400 creators to get their videos onto additional channels and generate revenue from the content.

The investment brings the two businesses together under Haddrill, who will remain chief executive. Financial terms were not disclosed.

The combined company plans to expand through further acquisitions as well as growing its existing marketing and media operations.

“LV8 and Mirage are bringing together an industry that has historically been fragmented, connecting brands, creators, content, distribution and monetization in one platform,” Haddrill said.

“We’re not just participating in the media ecosystem; we’re building the infrastructure that connects it.”

Velocity partner Erin Edwards said the firm saw opportunities to grow the combined company’s owned media business and relationships with brands.

Founded in 2021, Mirage operates more than 70 channels across social media, websites and free ad-supported streaming services, where content from its creator partners can reach additional audiences. The company said its network and content have generated more than two billion views.

LV8 is a social-first agency working with brands and entertainers.

Velocity is a private equity firm focused on sports, media and entertainment businesses.

Dealmakers

Reed Smith: Legal counsel to LV8 and Mirage.

RockWater: Adviser to LV8 and Mirage.