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Al Ahli Holding Group acquires Los Angeles-based social media company

theAudience to create a new direct-to-consumer media service across AAHG’s 30 companies

Dubai-based conglomerate Al Ahli Holding Group (AAHG), has acquired theAudience, a social media publishing company and marketing agency.

theAudience, which associates with entertainment brands like Paramount, Universal, Sony and 20th Century Fox, will become a “connective tissue” across AAHG’s 30 companies in 20 countries for live events and media production, the acquirer said in a statement emailed to AMEinfo.

The Los Angeles-based company, whose customers also include American Express, McDonald’s, Unilever and Ford, will help AAHG to create a new direct-to-consumer media service across sports and fitness, lifestyle and consumer products, among many other sectors.

The terms of acquisition were not disclosed.

“Acquiring theAudience is in line with our long-term global diversification plan and will be key to the international expansion of our rapidly growing lifestyle, entertainment and digital-media portfolio,” says Mohammed Khammas, CEO of AAHG.

theAudience claims that it syndicates more than 5,000 pieces of branded content monthly, which reach more than one billion consumers.

Oliver Luckett, who cofounded the theAudience in 2011 with Sean Parker, the first president of Facebook, and Ari Emanuel, co-CEO of William Morris Endeavor, will remain head of the company.

Luckett has set up and sold three technology companies, including Digisynd, which was acquired by The Walt Disney Company in 2008.