Abu Dhabi, UAE – Augustus Media, the award-winning modern media company behind Lovin’, Smashi, and its in-house creative studio ODEUM announced the official acquisition of UP10 Media – the creator-led digital content and production company founded by Uptin and a prominent player in the MENA region. The signing ceremony took place today at BRIDGE Summit 2025 Abu Dhabi, bringing together executives, partners and key stakeholders to celebrate this strategic milestone.
This acquisition marks a significant step in Augustus Media’s ambition to expand its digital-first ecosystem and strengthen its creative production capabilities across the region. By integrating UP10 Media’s creative and talented team, along with its extensive production portfolio, into ODEUM. Augustus Media will enhance its ability to deliver high-quality, multi-platform storytelling and innovative content solutions to both UP10 Media and ODEUM’s growing client base.
ODEUM will further scale its creative and production capabilities, offering comprehensive solutions for digital, social, video and experiential campaigns. The UP10 Media team will join ODEUM, working closely with existing teams across Dubai, Riyadh and Cairo. This integration ensures a seamless combination of talent, processes, and technology, enabling Augustus Media to deliver even more impactful content to audiences and clients.
“Creative requirements from agencies have perpetually evolved over time. Uptin is a content creator who truly understands how to tell compelling brand stories in new digital formats.
The unique positioning of UP10 Media’s UGC approach makes it a perfect fit for our modern content studio, ODEUM, as we aspire to take what he and the team have built to the next stage of their journey.”
Richard Fitzgerald, CEO & Founder Augustus Media (Owner’s of Lovin’, Smash’ and ODEUM)
“From day one, UP10 Media was built to help brands tell powerful stories with speed, creativity, and heart. Becoming part of Augustus Media means we can now offer our clients even more resources, reach, and opportunities to grow. We’re combining two teams that deeply understand today’s digital audience, and together we’ll create work that’s bigger, bolder, and even more effective.”
Uptin Saiidi, Founder of UP10 Media
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About Augustus Media
Augustus Media is an award-winning Middle Eastern digital media company based in the UAE, Saudi Arabia, Egypt and Qatar. The modern media company has been designed to adapt and evolve to this perpetually changing media environment.
Augustus Media network includes: Lovin’, Smashi & ODEUM as its media brands.
Lovin, a local news and entertainment platform present in 22+ cities, known for bitesize news, viral content and community stories.
Smashi, a regional content platform with 13 verticals including Business, Gaming, Sports, and Entertainment, and home to live-streamed UAE League matches.
ODEUM, the company’s content production powerhouse specializing in high-quality video, branded content, animation, and audio.
About ODEUM
ODEUM is the content production powerhouse of Augustus Media, specializing in high-quality video production, branded content, animation, audio production, and studio services.
ODEUM is where bold ideas meet the way people consume content today. Built for brands that want to stand out, ODEUM blends creativity, strategy and execution to deliver cinematic video, dynamic animation, immersive audio, and original IP – all under one roof. As audiences shift to short-form, vertical, and platform-native content, the studio helps brands stay ahead of the curve with tailored content services and regional distribution at scale.
About Uptin
Uptin is a former CNBC journalist turned creator with a community of over 3 million followers across platforms. He is also the co-host of the Uptin & Thomas podcast, the show for Gen Z and millennials exploring business, culture, and the future of tech.
In 2022, he founded Up10Media in Dubai, building it into one of the region’s leading creator-led digital content and production companies.
Augustus Media 