Sister Group Acquires Majority Stake in Digital-First Label After Party Studios

Elisabeth Murdoch and Jane Featherstone's Sister Group has moved to secure a commanding position in the digital-first content arena, acquiring a majority stake in UK-based producer and creative agency After Party Studios. This strategic investment signals a significant push by the established media group to deepen its roots in the creator-driven, platform-native content space, directly aligning with the evolving consumption patterns dominated by streamers and social media.

Founded in 2016 by prominent YouTuber Callux (Callum McGinley) and director RVBBERDUCK (Ben...), After Party Studios has built a reputation as a specialist in digital-first content, working with a mix of streaming platforms, broadcasters, talent, and major brands. The acquisition represents a formal convergence of traditional production pedigree with next-generation creative and distribution networks. Sister's move places substantial institutional backing behind a label that operates at the intersection of entertainment, influencer culture, and brand partnerships.

The deal intensifies the competition for digital-native storytelling and audience engagement, applying pressure on other traditional studios and independent agencies to similarly bridge the gap. It provides After Party with expanded resources and industry clout, while granting Sister Group direct access to innovative production methodologies and coveted relationships with digital talent and platforms. This consolidation highlights the ongoing blurring of lines between mainstream media and the creator economy, reshaping how content for global streamers and brands is developed and produced.