Triller owner gets a new CEO with acquisition of Amplify.AI; also acquires livestreaming service FITE TV

Sarah Perez
·3-min read

Would be TikTok competitor Triller, operated by parent company TrillerNet, is gaining a new CEO, the company announced today. The short-form video app said it's acquiring an A.I.-based customer engagement platform, Amplify.AI, whose co-founder Mahi de Silva will now become TrillerNet's CEO. Existing CEO Mike Lu will transition to president of TrillerNet and will focus on investor relations. The company separately announced the acquisition of FITE TV, a live event and pay-per-view combat sports streaming platform.

New CEO Mahi de Silva had been closely involved with Triller before today. The company's press release today says he's been serving as non-executive chairman since 2016, but his LinkedIn notes the year was 2019 (which would be following Triller's 2019 funding by Proxima Media, when the press release at the time noted he was assuming the role of "chairman.") These are both wrong, the company discovered when we reached out for clarity. The correct year is 2018.

Ahead of the acquisition, de Silva had been serving as CEO and co-founder to Amplify.AI since 2017, and before that was CEO of Opera Mediaworks, the marketing and advertising arm of Opera Software, and co-founder and CEO of Botworx.

Amplify.AI, which works with brands in CPG, financial services, automotive, telecom, politics and digital media, among others, will continue to operate as a subsidiary of TrillerNet following the deal. Other team members include former RSA and VeriSign executive Ram Moskovitz who helped design and develop the digital certificates for SSL and code signing; and Amplify.ai co-founder and CTO Manoj Malhotra, a pioneer in B2C SMS messaging, the company notes.

TrillerNet also today announced it's acquiring another strategic property to help shift its business further into the direction of live events: FITE TV. This deal gives Triller more of a foothold in the live events and pay-per-view streaming market, it says. As a result, FITE, which touts 10 million users, will become the exclusive digital distributor of all Triller Fight Club boxing events going forward.

"Acquiring FITE is part of the larger Triller strategy to bring together content, creators and commerce for the first time and the only place where they truly interact," said Triller's Ryan Kavanaugh, the former head of movie studio Relativity Media (and controversial figure) whose Proxima Media became Triller's majority investor in 2019. "We have invested hundreds of millions of dollars and believe we have created a better more efficient e-commerce content platform," he added.

The acquisition follows several others TrillerNet has made to expand into live events, now that becoming a TikTok replacement in the U.S. is no longer a viable option, as the Trump ban was put on hold by the Biden administration. Triller also in March acquired live music streaming platform Verzuz, founded by Swizz Beats and Timbaland. And it operates Triller Flight Club in partnership with Snoop Dogg, as well as a streaming platform Triller TV.

While specific deal terms were not revealed, Triller told TechCrunch it's spent $250 million in the aggregate on its acquisitions, including Halogen, Mashtraxx, Verzuz, FITE and Amplify today.