Velocity Capital Management (“Velocity”), a private equity firm focused on the sports, media and entertainment ecosystem, today announced that it has acquired a stake in the combined LV8 and Mirage businesses. Both businesses were founded by digital media entrepreneur Griffin Haddrill, who will continue to lead the combined company as Chief Executive Officer.

The transaction brings together LV8, a social-first brand services agency that converts client budgets into measurable cultural campaigns, and Mirage, a scaled digital video publisher operating more than 70 owned content channels across social FAST and the web, amassing over two billion views across its media network and content.

This integration creates a differentiated digital media, marketing and creator platform connecting brand marketing, cultural content, audience distribution and owned-media monetization and content creation. The combined company will leverage LV8’s social-first agency capabilities and brand relationships alongside Mirage’s scaled content network, infrastructure and recurring revenue streams to address a gap in the market between brand marketing and scaled content distribution.

“LV8 and Mirage are bringing together an industry that has historically been fragmented, connecting brands, creators, content, distribution and monetization in one platform,” said Griffin Haddrill, Founder and CEO. “We’re not just participating in the media ecosystem; we’re building the infrastructure that connects it.”

“Griffin has demonstrated a unique ability to build businesses at the intersection of content, culture and technology,” said Erin Edwards, Partner at Velocity Capital Management. “LV8 and Mirage are highly complementary, and their combination creates a compelling platform with multiple avenues for growth. We are excited to support Griffin and the team as they scale the business, expand its owned-media footprint and deepen its relationships with leading brands and partners.”

The company will focus on expanding its capabilities for a more connected ecosystem across brand strategy, creators, production and distribution to serve clients across the full marketing lifecycle, while pursuing strategic M&A opportunities that accelerate growth across marketing and the creator economy.

Ross Williams of Reed Smith served as legal counsel to the company, while Mike Booth of RockWater advised on the transaction. Terms of the deal were not disclosed.

About LV8

Based in Los Angeles and Las Vegas, LV8 is a full-service digital marketing agency specializing in influencer marketing, content creations, digital advertising, and social media management. LV8 crafts compelling narratives and bespoke social media strategies across all platforms to create engaging and shareable moments. Through a commitment to authenticity and creativity, LV8 is redefining the way brands connect with their fans. For more information please visit https://lv8.co/

About Mirage Digital LLC

Mirage Digital, founded in 2021 by Griffin Haddrill, is a leading content syndication company redefining digital media distribution. With 400+ creator partnerships and a rapidly scaling catalog, Mirage delivers premium content to global platforms including OTT, FAST, social, and web. The company unlocks new revenue streams for creators while driving growth opportunities for major IP and content owners worldwide.

Velocity Capital Management is an operationally intensive lower-middle-market private equity firm focused on the sports, media, and entertainment (“SME”) ecosystem. The firm’s focus spans various domains within the sports sector, including media rights, sports technology, location-based entertainment, and fan engagement platforms. Velocity’s leadership has nearly 90 years of institutional investment, C-suite, and ownership experience allowing them to leverage relationships and expertise to transform companies, and unlock growth, efficiency, and exceptional value across SME. For more information, please visit www.velocitycm.com.

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