Launched in Dallas: ViewMarket Buys CultureMap

By now you’ve heard the news that Dallas-based startup ViewMarket has acquired CultureMap in a deal valued at $15 million. Over the last year, ViewMarket, a video content network, has received several opportunities to roll-out their content on a national basis but lacked the platform to enable the rollout. Enter CultureMap.

“CultureMap has done an amazing job of creating a consumer-facing brand throughout Texas. CultureMap’s readers are youthful, affluent and influential. While they love CultureMap’s print product, they are voracious consumers of mobile and video content—the perfect audience for ViewMarket’s video and mobile content,” Alexander Muse, ViewMarket Co-Founder and Chief Product Officer said in a statement.

While CultureMap will remain the consumer-facing brand, the company will now operate under ViewMarket, Inc.

So what’s next for ViewMarket, Inc.? I spoke with Mr. Muse this morning and he said that their focus in the upcoming weeks is beefing up the technology behind the CultureMap platform, specifically their mobile site. They are also working on producing and developing video content that will become the heart of CultureMap’s engaging content.

Some of these segments include a revamp of CultureMap Minute, a 60 second video that gives you a “daily dose of Dallas news” with a focus on the arts, style, entertainment, and dining. The company is also producing segments like live red-carpet coverage from The Tastemaker Awards. But its not just highly produced video segments that will be featured on the site. Muse added that they are “playing around with Periscope” and did some live-streaming from last weekend’s Deep Ellum Arts Festival.

ViewMarket, Inc. is also working on developing CultureMap TV and is in conversations with a major broadcast network about a potential partnership to share CultureMap content with their affiliates across the country.

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Proving that you can indeed “get a deal done in Dallas with Dallas money,” as Muse puts it, ViewMarket, Inc. and its purchase of CultureMap is the kind of Dallas startup success story that brings attention to the technology and startup ecosystem that is growing across the metroplex.

ViewMarket, Inc. (formerly Haul Studios) was launched in Dallas and Muse is quick to credit those who supported the company over the years including Molly Cain (currently serving as the Executive Director of Tech Wildcatters) “who was there from the very start.”

Muse also gave shout-outs to Trey Bowles and Jennifer Conley from The DEC, where ViewMarket had their first offices, and David Matthews, Managing Director of the REVTECH Accelerator and investor in ViewMarket, Inc. for their support, resources, and mentorship.

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