Warner Music Sells EMP to whynow

Warner Music Group has sold EMP to whynow, a London-based media and commerce company founded by Gabe Jagger. Warner announced plans to sell EMP in August 2025 and later said it had signed a non-binding letter of intent for the sale in February.

EMP was founded in 1986 and is headquartered in Lingen, Germany. The company operates online stores in 18 European countries and sells merchandise connected with groups including Metallica, Guns N’ Roses, Nirvana and Pink Floyd. EMP says it now serves more than 10 million customers.

EMP is led by CEO Tom Kuper, who was promoted to the position from Chief Operating Officer in April 2025. As part of the transaction, whynow is establishing a major European hub in Berlin while keeping its global headquarters in London. Whynow was founded in 2019 and previously supported the music-making app Overtune.

Whynow appointed Fred Casimir and David Boyne as advisers in March. Existing customers, partners and suppliers will continue working with the existing teams during a phased integration process. Warner recorded a $79 million impairment charge for EMP at its fiscal year-end and an additional $14 million charge for the nine months through June 30, 2026.