Hot 97′s Funkmaster Flex Signs Partnership Deal

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“I’m SO digital!”

One of Funkmaster Flex’s favorite taunts to those that oppose him has taken on a whole new meaning as the DJ seals a deal with Hot 97′s parent company Emmis Communications to bring his digital media arm into the multi-media company’s fold.

The Indianapolis, IN based media company has entered into a joint venture that will see them take a 40% ownership stake in the radio personality’s company Flexco. Flexco currently oversees InFlexWeTrust.com and the DJ Funk Flex Mobile app as well as AngieReview.com for Angie Martinez and ThatsEnuff.com for DJ Enuff. They are working on a digital project for Hot97′s Ebro Darden.

As part of the deal Flex will work with other Emmis personalities in various markets as well. In addition Flexco and Emmis plan to develop a network of sites, apps and social networks.

“We’re thrilled to invest in Flex’s digital assets and work closely with him to continue to innovate in the digital space,” said Patrick Walsh, CFO, COO and Emmis Radio Division President in a staement. “Flex has built a successful mobile and online platform that reaches more than 5 million people monthly and he already has started work with other talented Emmis personalities at Hot 97 to expand their digital presence. We expect this partnership to enable us to rapidly expand our digital content offering for our passionate fans and advertisers.”

The deal allows Flex to help his DJ and radio personality brethren in touch with their fans and build their brands.

“Today’s digital world has changed how personalities and DJs interact with listeners and music fans,” Flex said in the statement. “We must reinvent ourselves to stay relevant and grow. I jumped in feet first to learn what it takes to create an audience online. The partnership with Emmis provides the foundation we need to turn our brands and personalities into a real digital business. The opportunity to share what I have learned is exciting, and our future lives in doing digital with our biggest brands and best personalities.”—G. Valentino Ball

[Emmis]