The founder of Manchester social media and talent agency The Social Lemon has returned to his roots, again, for the acquisition of two leading media brands, former Social Chain/Media Chain brands Music Life and The Life.
The agency previously raided Stephen Bartlett’s former agency in 2020 to hire Will Pell, former editor-in-chief Will Pell at the-then SocialChain as its senior social media manager.
The new acquisitions bring a combined 7.5 million followers across platforms into The Social Lemon’s expanding network.
The deal, completed for an undisclosed amount, represents a significant milestone for The Social Lemon as it strengthens its portfolio of media assets while enhancing its ability to support creators with expanded reach and influence. Both Music Life and The Life are well-established in digital publishing, with audiences that span music enthusiasts and lifestyle communities worldwide.
For Dean Lemon, founder of The Social Lemon, the acquisition carries personal significance. Lemon established Music Life during his time at Social Chain between 2017 and 2020.
The founder, himself now LA-based like Bartlett, although his agency remains firmly in Manchester, said: “This is a full circle moment. Having founded Music Life and now to bring it into The Social Lemon’s family is a unique opportunity. These brands have a legacy of influence, and we’re excited to build on that foundation to deliver even greater value for creators and audiences alike.”
Since launch in 2020, The Social Lemon has become a leader in creator-focused strategies, generating seven figures in annual revenue. The agency specialises in helping top creators monetise their digital presence, often guiding them toward six-figure monthly revenues through diversified income streams.
By monetizing video content with scalable media assets, The Social Lemon continues to distinguish itself in a competitive social media landscape.
The addition of Music Life and The Life positions The Social Lemon to deepen its impact across music, culture, and lifestyle audiences. The acquisitions not only increase the company’s direct-to-consumer reach but also provide new opportunities for collaboration between creators and brands looking to connect authentically with engaged digital communities.
Christian Grobel, CEO of Media Chain, said: “It is great to have found such a fantastic home for these brands with a business that is going from strength to strength. I look forward to seeing what more is to come from The Social Lemon in the coming months ahead.”
Media Chain previously divested several brands, including 99 Problems, Student Problems, and The Life Network Shopping in an $800k deal with Daily Mash publisher Digitalbox PLC in 2023.
With the latest expansion, The Social Lemon reinforces its commitment to supporting creators in building long-lasting careers and sustainable digital businesses. The company will continue to operate both media brands under their established names, ensuring continuity for their audiences while introducing innovative strategies to grow their influence further.
