Horizon Media has acquired a majority interest in First Tube Media, a live digital experience platform for brands.

First Tube is a branded live experience marketing platform designed to deliver “always on” premium video content distributed at scale to deliver clear ROI. In addition to things like live streaming, it also offers things like ecommerce integration, promotions and AR experiences for concerts and other live events, as well as the technology to execute and manage them.

The platform adds hybrid digital experiential marketing to Horizon’s suite of client services. Through First Tube, Horizon will be able to help clients better connect their brands with consumers in more meaningful ways now and in the future. The experiences created by FTM include virtual events, livestreaming video or music events, and episodic branded series.

First Tube Media will continue to operate as a standalone company led by Andrew Beranbom, CEO and co-founder.