Creator Agency LV8 Merges With Sister Firm Mirage, Raises High Eight Figures

Social-first agency LV8 is merging with its sister company Mirage Digital and raising equity funding in the "high eight figures" from private equity firm Velocity Capital Management, LV8 chief executive Griffin Haddrill confirmed.

The deal pulls together two operations that share a founder but have run separately in recent years. Haddrill founded or co-founded both firms, then stepped away from Mirage in 2023. The M&A advisory firm RockWater advised on the transaction.

The combined business, which helps distribute and monetize creator videos across streaming and social platforms, will operate under the LV8 brand. Haddrill will serve as CEO of the integrated agency.

How big is the combined business?

Haddrill said the merged LV8 and Mirage will generate "healthy eight figures" in annual revenue. That's a round, unverified figure — no audited financials were disclosed, and the company didn't break out what each firm contributed individually.

The funding amount carries the same caveat. "High eight figures" implies somewhere in the tens of millions, but the company didn't specify a precise number, a valuation, or how the round was structured. Velocity Capital Management's stake in the business wasn't disclosed either.

What does this change for creators and marketers?

For creators, the practical question is whether a single, better-capitalized shop can push their video content onto more streaming surfaces and extract more revenue from each platform. The combined firm's core pitch — distribution and monetization across both streaming and social — suggests it's betting on creators wanting one partner as their content spreads beyond YouTube and TikTok into connected TV and other streaming outlets.

For marketers and platforms, an agency backed by private equity money at this scale signals continued investor appetite for the creator services layer, even amid a tougher funding climate for media businesses generally. But PE backing also usually means pressure to consolidate, cut costs, or scale through further acquisitions — none of which LV8 has commented on yet.

What's confirmed versus what's still open?

The confirmed facts:

• LV8 and Mirage Digital are merging, with LV8 as the surviving brand.
• Velocity Capital Management is providing equity funding described as "high eight figures."
• RockWater advised on the deal.
• The combined agency expects "healthy eight figures" in annual revenue.
• Haddrill, who stepped away from Mirage in 2023, returns to lead both operations as CEO.

What remains unanswered is just as notable. There's no word on headcount at either firm, no timeline for when the integration completes, no detail on which platforms the combined business works with most, and no comment from Velocity Capital or Mirage leadership on the deal.

A founder reuniting with a company he left two years ago, backed by a PE check, is a story investors like. Whether the merged agency actually expands creators' reach and revenue — rather than simply consolidating two balance sheets — will show up in client results over the next several quarters.