LV8 and Mirage Merge as Creator Agency Raises High Eight Figures

By Tom Whitfield

LV8 CEO Griffin Haddrill said social-first agency LV8 is merging with sister company Mirage Digital while the combined firm raises an equity round in the “high eight figures” from private equity firm Velocity Capital Management.

Haddrill said the integrated agency will distribute and monetize creator videos across streaming and social platforms. The merged business will generate “healthy eight figures” in annual revenue, he said.

The two headline amounts remain ranges rather than exact figures. The financing language and revenue language both sit within the eight-figure band, but LV8 disclosed neither a precise investment amount nor a specific revenue forecast. The transaction disclosure also omits the equity valuation, ownership split and closing date.

What does the merger combine?

The deal brings LV8 and Mirage Digital into one operating company under the LV8 name. Its stated business is the distribution and monetization of creator videos, with streaming services and social platforms forming the channels through which that work happens.

Mirage Digital will no longer appear as a separate operating brand in the post-merger structure, according to the disclosed plan. The combined agency will keep LV8’s identity, while Haddrill will serve as its chief executive.

That creates a simpler external structure: one brand, one chief executive and one combined revenue forecast. It does not mean the businesses had operated as one before the merger. Haddrill founded or co-founded both operations, then stepped away from Mirage in 2023.

Takeaway: The merger consolidates the two businesses under LV8 while preserving founder Griffin Haddrill’s leadership.

Who controls the combined company?

Haddrill will remain CEO after the merger. The announcement does not identify a new management tier, name a separate operating chief or assign Mirage’s former responsibilities to another executive. It also does not disclose how much equity Velocity Capital Management will receive in return for its investment.

The financing is described as a round being raised, not as a closed transaction with a fixed amount and date. LV8’s disclosure names Velocity Capital Management as the private equity investor and RockWater as the M&A adviser. It does not identify the specific fund, the investment vehicle or any debt component associated with the deal.

Takeaway: Haddrill will lead the combined company, while the investor’s stake and the financing structure remain undisclosed.

What changes in the business?

The immediate, disclosed change is corporate rather than a new service proposition. The combined operation will focus on distributing and monetizing creator videos across streaming and social platforms. The disclosed plan does not announce changes to the client roster, platform mix, geographic reach, headcount or team structure.

Revenue provides the clearest stated measure of the intended scale. Haddrill said the merged agency will produce “healthy eight figures” in annual revenue, which places the combined forecast in the eight-figure range without fixing the total. The announcement provides no stand-alone LV8 or Mirage revenue figures for comparison, either before or after the deal.

The capital raise adds a second scale marker. A round in the “high eight figures” describes a large private equity fundraising amount, although the announcement does not state whether the money is new to the combined business, earmarked for acquisitions or reserved for other corporate uses. The company has not disclosed that allocation.

RockWater advised on the M&A transaction, according to the deal disclosure. Velocity Capital Management is the named source of the planned equity financing, while Haddrill will direct the combined operation under the LV8 brand. No representative from either the investor or adviser is quoted in the announcement.

Takeaway: The deal adds capital and combines two named agencies, but it leaves the client, staffing and funding details open.

For LV8, the next test is operational rather than structural. The merger, brand consolidation and CEO appointment are settled. Whether the combined business reaches Haddrill’s “healthy eight figures” in annual revenue will depend on execution after Mirage Digital joins the LV8 organization.