The Smart Local (TSL) Media Group Acquires Regional Influencer Marketing Agency X10 Media
This acquisition marks a significant step in strengthening their holistic service offerings and expanding their regional presence

Singapore, March 2024 – TSL Media Group proudly announces its strategic acquisition of X10 Media – a leading influencer marketing services agency with presence in Singapore, Malaysia and Indonesia.

This move marks a significant milestone for the Group in further solidifying its position as an end-to-end media and creative services provider in the regional media landscape. By integrating X10 Media into its portfolio, TSL Media Group immediately gains deep strategic and technology capabilities in the realm of influencer marketing. This closes the loop on their holistic offerings which include media publications and creative services augmented by their proprietary data solutions (Audience Insights, Bespoke Polls, and Social Listening).

“X10 Media has an impressive track record that augments our current data solutions and media brands. With clientele exceeding 1,000, and a network of 3,000 influencers, their integration into our community of creators significantly enhances our reach beyond our existing brands. I am excited to offer our clients the ability to tap into X10 to enhance their campaigns holistically,” says Bryan Choo, CEO of TSL Media Group.
“Sentiments from the market have pointed to sustained growth in influencer marketing services,” adds Thomas Teo, Chief of Staff of TSL Media Group and transaction leader. “Recent studies predict 67% of marketers will significantly increase influencer spend, and 23% will allocate almost half of their total budget to the segment. In our market assessment for a potential target, X10 Media presents itself as one of the last significant independent pure-play influencer marketing agencies in the SEA market, and one that has synergies both commercially and in shared values with TSL Media Group. We are thrilled to be joining forces.”
“This is an exciting time for me and my team,” says Sky Lim, Regional CEO of X10 Media.  “We firmly believe that this union with TSL Media Group will supercharge our growth and allow us to remain as a dominant player in the influencer marketing services in years to come.” 

X10 Media will join TSL Media Group’s commercial division and be led by Nicolle Jayne Sing, who will begin her year-long transition from her operational role as TSL Media Group’s Group Director to become SVP of X10 Media. Sing was previously Head of APAC for social media influencer marketing agency Goat, where she expanded the agency’s capability across 13 markets in Asia. As SVP of X10 Media in TSL Media Group, Sing will report to Chief Growth Officer Jonathan Seto, who will oversee this new business and maximize the synergies across the organization.

X10 Media has won accolades such as Influencer Marketing Agency of the Year, Markies, Marketing Excellence Awards and Most Effective Campaign Awards 

This acquisition is in line with other strategic moves TSL Media Group has made recently to reinforce its capabilities, including naming industry veterans Nicholas Lo as its Director of Video Operations, former MOI Operations Director Esther Ng as its Director of Operational Excellence, and the promotion of Kimberly Lauren Wong from Group Editor to Editorial Associate Director to helm all media titles. 


About The Smart Local (TSL) Media Group

TSL Media Group is Singapore’s leading data and tech-driven media group and home to some of the most popular media brands in the region, such as TheSmartLocal, MustShareNews, ZULA and EatBook. Having won Mumbrella’s Asia Media Brand of the Year and listed amongst Singapore’s Top 100 Fastest Growing Companies 2024, TSL Media Group is now expanding across Southeast Asia rapidly. The group has an annual viewership of over 200 million pageviews and 200 million video views across all of its websites and social media platforms. For more information, visit


About X10 Media

X10 Media is a regional influencer agency established since 2016 before Influencer Marketing became part of the mainstay. The agency holds a network of over 3,000 influencers and has served over 1,000 brands including Pepsi, Singtel, Capitaland, LVMH, Warner Music, Owndays, Casetify among others. With a commitment to excellence and innovation, X10 Media drives impactful influencer marketing solutions for brands. For more information, visit


For media enquiries, please contact:

Li Sihui

Head of Brand Comms, TSL Media Group

+65 9389 9395


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