Reed Smith advises LV8 and Mirage in sale to Velocity Capital Management

The transaction brings together two complementary businesses to form a new creator-economy platform, backed by private equity and spanning the content lifecycle from building audiences and demand to extending reach and monetizing content.

LV8 is a social-first brand services agency that converts client budgets into measurable cultural campaigns, and Mirage is a scaled digital video publisher operating more than 70 owned content channels across social, FAST, and the web. Both businesses were co-founded by digital media entrepreneur Griffin Haddrill, who will serve as CEO of the combined company.

The deal marks a milestone in a long-standing relationship: Reed Smith partners Ed Shapiro and Ross Williams have advised LV8 and Mirage since their formation, working alongside the founders as the companies grew and, ultimately, through their sale.

The combined business will connect brands, creators, content, distribution, and monetization in a historically fragmented industry. It plans to expand across brand strategy, creators, production, and distribution, grow its owned-media footprint, deepen its brand relationships, and pursue acquisitions in marketing and the creator economy.

The Reed Smith deal team was led by Ross Williams, Luke Barbour, Faith Moss, and Nyria Rogers with valuable assistance from Ian Sherwin, Zach Baker, Anthony Boggs, Paulo McKeeby, Joseph Mammone, Matt San Roman, Matt Hancock, Diamond Boardley, Kyle Coogan, Brandon Ranieri, Tyler Thompson, Talia Boiangin Behar, and Mike Summers.