DigiTour Media

DigiTour Media operated as a pioneering event production and media company, carving a specific niche in the live entertainment market by translating online social media stardom into tangible, in-person experiences. Founded in 2010 by the husband-and-wife team of music executive Meridith Valiando Rojas and multi-platinum music producer Christopher Rojas, the company identified and capitalized on the burgeoning influence of digital creators. Their combined expertise—Valiando Rojas's background in music A&R and management, and Rojas's successful career producing for world-renowned pop artists—provided a solid foundation for bridging the gap between digital fame and live performance revenue.

The company's core business was producing and promoting live tours and festivals, branded as "DigiTours" and "DigiFests," which featured prominent personalities from platforms like YouTube, Vine, and later, Instagram and Musical.ly. These events targeted the highly engaged, yet often underserved, Gen Z and Millennial audiences, particularly teenage girls aged 13-17. The business model was multifaceted, generating primary revenue from ticket sales, which included standard admission and premium-priced VIP packages offering fans meet-and-greet opportunities with the creators. A significant secondary revenue stream came from securing corporate sponsorships with major brands like Google, Sony, Intel, and Coca-Cola, who were eager to connect with this demographic.

DigiTour's first tour in 2011 was sponsored by YouTube and featured a 27-city run, demonstrating the viability of the concept from the outset. The company's growth trajectory was notable, with attendance figures climbing from 3,500 in its inaugural year to over 300,000 by 2015. This expansion was fueled by several rounds of funding, including strategic investments from figures like Ryan Seacrest, Advance Publications (the parent company of Condé Nast), and a significant minority stake acquisition by Viacom in 2015, which also secured them a board seat. This move by Viacom highlighted the traditional media industry's recognition of the power of digital influencers. The company's operations extended across the United States, Canada, the United Kingdom, and into Latin America, producing over 750 events throughout its active years. Despite its success in creating a new market for live entertainment, DigiTour Media appears to have become dormant around 2018, with PitchBook data marking the company as out of business by July 2019.

Keywords: social media tours, influencer events, Gen Z entertainment, live event production, YouTube creators, Vine stars, creator economy, youth marketing, teen media brand, live performance, festival producer, brand sponsorships, digital talent, Meridith Valiando Rojas, Christopher Rojas, Viacom investment, Ryan Seacrest, social media marketing, concert promotion, youth culture