Brisbane-based music media publisher, SGC Media, has acquired the assets of The Avid Collective's Where To Australia Network. The social-based media company, Where To Australia, boasts over half a million engaged users across Facebook, Instagram, and TikTok, offering local tips on food, nightlife, music, travel, and activities through video and photo content.

The acquisition will see Where To Australia join SGC Media's existing titles, TheMusic.com.au, Countrytown, and Purple Sneakers, which collectively reach over half a million Australians each month across their platforms. This move is set to enhance SGC Media's video and native capabilities, while also adding city-specific reach for events.

Where To Australia Network was founded by Avid Collective in 2017 and has since become a leader in the brand content space, working with over 150 of Australia's premium online publishers. As part of the acquisition, Avid Collective will divest its owned titles to focus on its core business and its expansion into the software space.

"We are committed to continuing to build Australia's most resonant music media company and the Where To Australia network will give us the opportunity to build bridges to music for lifestyle audiences. For our existing clients it gives opportunities to reach a broader audience and for Where To's clients it will bring greater opportunities for integration in the nightlife and music spaces. Whether it's the best burgers, the best theatre, the best holiday destination or simply the best places to hang on the weekend, the platforms will integrate our passion for music with broader lifestyle channels to reach even more Australians," says Stephen Green, CEO and Publisher, SGC Media.

Nick McDonald, head of content for Where To Network, will move to SGC Media and continue to oversee the titles, working alongside a wider team on social strategy and native content opportunities.

"SGC Media is a great fit for the Where To Network and I have no doubt we will see further growth for the titles with a revitalised commitment to great content," says Luke Spano, CEO, Avid Collective.