Announcement PDF 22 July 2026 Prepared by Josh Simons STRATEGY UPDATE Cultural assets, disciplined capital allocation and technology-led operating leverage This presentation has been prepared by Vinyl Group Ltd ACN 106 513 580 (Vinyl Group or the Company). The material contained in this presentation is intended to be summary information only about Vinyl Group and its activities, current as at the date of this presentation. This presentation should be read in conjunction with other Vinyl Group periodic and continuous disclosure announcements filed with the Australian Securities Exchange, available at www.asx.com.au. This presentation is for information purposes only and is not a prospectus or product disclosure statement, financial product or investment advice or a recommendation to acquire or dispose of any securities in Vinyl Group. It has been prepared without taking into consideration the objectives, financial situation or particular needs of any individuals. 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Disclaimer 2 Vinyl connects fans, brands and creators Building an extensive network of media assets harnessing global brands Comprehensive reach for music and culture segments in Australia Revenue Model: Integrating diverse technology capabilities Provides audience, creator and commerce infrastructure supporting data capture and high-margin global growth Revenue Model: 3 A diversified portfolio of music & culture assets across multiple revenue streams PUBLISHING - EDITORIAL Expanding premium cultural assets PLATFORMS + more 4 PUBLISHING - AD NETWORK Selected Australian Media Organisations (Illustrative Comparison1 ) News Category Internet Audience Reach in Australia (total 22.1M) All Categories Internet Audience Reach in Australia (total 22.1M) News Corp Australia 63% News Corp Australia 81% Nine 55% Nine 69% ABC 55% ABC 63% Vinyl Media de-duplicated audience with VMD, Time Out & Pedestrian 54% Vinyl Media de-duplicated audience with VMD, Time Out & Pedestrian 55% Seven West Media 40% Seven West Media 50% Source: Ipsos iris, January 2026. De-duplicated online audience reach (%) across PC/Laptop, Smartphone and Tablet for Australians aged 14+. Vinyl Media figures represent a combined Brand Group audience including Vinyl Media, Val Morgan Digital, Time Out and Pedestrian entities. Comparisons are shown for contextual scale within relevant Ipsos iris content categories and do not represent an official Ipsos organisation ranking. Vinyl combined audience achieves national scale 1 Illustrative Comparison showing Vinyl Media’s combined digital audience reach relative to selected Australian media organisations within Ipsos iris category classifications. See Appendix 3 for Brand Groups included in Vinyl Media combined organisation. 5 6 SUB-SCALE ASSETS MUST CONSOLIDATE INCREASING DEMAND FOR TRUSTED INFORMATION TECHNOLOGY RESETS ECONOMICS Cultural media assets remain sub-scale, under monetised and capital constrained As AI floods the internet with content, trusted cultural brands become more valuable to marketers AI and automation help teams produce more without costs rising at the same rate Why now: cultural media is being reset Vinyl is building a new kind of media company: investing in quality publishing and trusted cultural assets, while using technology, scale and broader commercial capability to make those assets work harder Traditional media is under pressure, giving Vinyl the chance to acquire quality cultural assets at attractive entry points Vinyl’s acquisition edge: buy overlooked assets, protect the downside, then use technology, talent and scale to grow them Key takeaways Disciplined investment in sub-scale cultural assets 7 10 ACQUISITIONS LESS THAN $34m TOTAL CONSIDERATION FLEXIBLE DEAL STRUCTURES Acquisition layers PHASE ASSETS IP TYPE YR Technology Layer Vampr Serenade Vinyl.com* Original 2023 2024 2025 Distribution & Capability Layer The Brag Media Mediaweek Funkified Hybrid Original Original 2024 2024 2024 Scale & Strategic Consolidation Concrete Playground Val Morgan Digital Pedestrian Group Time Out Australia Original Licenses (4) Original Franchise 2025 2026 2026 2026 *Vinyl.com developed in-house with 2023 launch; domain transaction completed in November 2025 2022 MuzeRoom and Resonate transactions excluded as pre-Vinyl/Vampr-level technology acquisitions ● Natural consolidator Recognised buyer for under monetised, sub-scale media, music technology and international cultural assets in Australia ● Capital discipline Scrip, cash, royalty and hybrid structures matched to each opportunity ● Turnaround assets Deals largely involve non-core, under-loved or under-invested assets ● Platform breadth Technology, media, commerce, events, advertising and owned IP ● 2026 inflection $10.5m scale acquisition paired with nominal and royalty-based strategic deals 10 transactions | 2023-present FY27 forecast note FY26 acquisitions were completed in Q4 and are expected to contribute materially from FY27. Forecast growth is predominantly driven by acquired revenue and M&A integration impact, not assumed organic growth. Annual Revenue Scale, reach & margin expansion through disciplined M&A Acquisitions Ranked #2 in Deloitte’s 2025 Tech Fast 50 Forecast* Australia 25% 50% 75% 100% 0% Reach (Australians online) Gross Margin 20% 35% 39% 43% 55%(e) $10m $20m $30m $40m $0 55% Reach 26% Reach 8 Scale, reach and margin expansion show the model beginning to compound Faster editorial production workflows Successful execution delivering increased operating leverage 9 A practical operating model to help teams produce more, move faster and improve margins, built on early AI adoption and human-led workflow validation 1. OPERATING MODEL 2. TESTING AI WORKFLOWS 3. BUSINESS OUTCOMES AI-Enabled Teams Equipped with the tools, training and context to perform at their best Cross-Functional Collaboration Breaking down silos to move faster and solve bigger problems Every team aligned to measurable outcomes that drive the business forward Outcome Alignment Talent & Culture Attracting, developing and empowering exceptional talent in an AI-first workplace Observe Continuously monitor culture, creators and emerging tech to identify new opportunities Experiment Rapidly prototype and test AI solutions in live editorial and audience environments Measure Evaluate quality, engagement, efficiency and commercial impact to identify what works Deploy Scale proven AI workflows, tools and insights iteratively across the broader Vinyl network Keep improving what works and apply it across the group Learn & Repeat Increased Output More content, campaigns and products delivered with higher quality Improved Margins Lower costs, better monetisation and smarter resource allocation Faster decision-making and execution across the value chain Greater Speed Sustained Innovation A continuous pipeline of new ideas, formats and experiences Operating Leverage AI-powered systems that scale without a linear increase in cost EARLY AI WORKFLOW OUTCOMES VALIDATED IN A LIVE PUBLISHING ENVIRONMENT 4–5× Long-form workflow efficiency UP TO 10× Story sourcing & editorial curation efficiency 15× Reduction in podcast & short-form production time 75% 95%+ Editorial quality and SEO optimisation maintained See Appendix 1 for early AI workflow validation in publishing and Appendix 2 for our Responsible AI framework Adaptive Media: helping brands become part of culture 10 Audience Content Commerce Campaigns Music Proprietary Data AI & Automation Trusted People & Brands Business Outcomes PROPRIETARY DATA Increased Output Improved Margins Greater Speed Faster Innovation Operating Leverage BUSINESS OUTCOMES HOW THE MODEL WORKS AI tools and workflows that empower creators to ideate, produce and distribute more CREATOR PRODUCTIVITY Real-time insights that unlock demand, drive monetisation and improve ROI COMMERCIAL INTELLIGENCE Intelligent automation that streamlines processes and increases efficiency OPERATIONS Building scalable, AI-native products that deliver seamless user experiences PRODUCT & ENGINEERING Unique datasets and models that create compounding competitive advantage A culture of experimentation that turns emerging tech into real business outcomes PROPRIETARY INTELLIGENCE CONTINUOUS INNOVATION Using audience, content, commerce & campaign data to deliver better outcomes for brands ATTRACTING BRANDS The scale of Vinyl’s ecosystem offers a compelling option for advertisers The value compounds in every stage IMMERSIVE ECOSYSTEM Vinyl combines premium cultural assets into an integrated and immersive ecosystem, utilising all distribution channels ADAPTIVE MEDIA HELPS ADVERTISERS GET MORE FROM EVERY CAMPAIGN The value of the ecosystem compounds with every successful campaign through expanded audience reach ACQUIRE ASSETS VNL becomes the acquirer of choice for international cultural assets and sub-scale operators 2 1 3 4 GROWING AUDIENCE Vinyl expands audience reach and maintains viewership through its premium content, technology- enabled best practice and unique cultural assets 11 5 Adaptive Media delivers more than reach for advertisers 12 Advertising on these channels at scale Legacy Media (1950-) Social Media (2003-) Adaptive Media (Present) Broadcast Platform algorithms Embedded in cultural assets Outcome for advertisers Mass audience reach Niche targeting Meaningful brand connections Advertising on these channels at scale Legacy Media Social Media Adaptive Media Broadcast Platform algorithms Embedded in cultural assets Key factors affecting ROI Broad brand awareness Cheap brand awareness Helps advertisers create meaningful cultural connections across multiple channels, improving the potential for stronger campaign ROI Fragmenting audiences Ad feeds are interruptive by nature Lower viewership under 40 Microtargeting now regulated Adaptive Media helps advertisers get more from campaigns 13 AND MENTOS BOOKED AGAIN FOR 2026 Repeat demand validates the Adaptive Media model Campaigns utilise both existing channels (legacy and social) and emerging channels (AI and cultural assets) to target niche audiences at scale Sponsorship Weekly Sponsorship of Best New Music Dedicated campaign website Fresh Sounds Hub Goal: A multi-layered discovery platform that positioned Mentos as the true champion of new Australian music through the “Fresh Sounds” Adaptive Media campaign. Fresh Sounds ● Delivered 9.7M impressions and 7M reach, exceeding booked benchmarks ● Drove 961 artist submissions vs 300 expected, demonstrating active participation, not passive exposure ● Achieved engagement materially above benchmark, including 19.6% video engagement vs 5% target ADAPTIVE MEDIA COMPONENTS Editorial & social content Fresh Features on Rolling Stone Video series Fresh Faces Live Event Fresh Sounds @ SXSW Content collaboration with music creators Fresh Sounds Portal 14 Vinyl delivered 300+ Adaptive Media campaigns last year 2025 CASE STUDY Brands we’ve activated Increased demand for multi-channel campaigns Agencies we work with 15 Delivering high ROI on advertising spend 94% YoY Increase in Positive Sentiment Recruitment campaign for large government agency, leveraging interview-style content, a day-in-the-life storytelling and challenge-driven storytelling 13.2% Total Brand Lift Food staple campaign, utilising immersive live events, videos and editorial content 500+ Custom Product Sales Brand campaign to leverage the cultural moment of a blockbuster film to drive in-cinema product trial and awareness 8.1M Unique Campaign Reach Campaign for leading technology talent-led hero videos, social videos across key fashion and lifestyle environments, editorials and Instagram carousels 16 Recurring partnerships deepen the moat: Each ‘diagnose, activate and measure’ cycle builds client-specific intelligence, improves outcomes and makes the relationship increasingly valuable over time Why Vinyl is uniquely positioned to achieve this 17 Hard to assemble: Difficult to combine a large number of cultural assets into an integrated and immersive ecosystem Scale matters: Meaningful brand connections at a competitive price point are difficult to deliver without scale Requires technology as core capability: Internal processes aligned to current technology, supported by AI-enabled publishing workflows and tools (Appendix 1) Requires both mass & bespoke content creation capability: Social media is a small component of Adaptive Media campaigns, not a direct competitor Not platform dependent: Adaptive Media is not dependent on any single social media platform, publisher or algorithm Beyond the publishing multiple BOTTOM LINE: Vinyl is more than publishing inventory – it is building an Adaptive Media model that connects brand intelligence with owned audience activation, creating a broader opportunity than traditional media valuation captures Why a traditional media multiple misses Vinyl’s data, audience and activation capabilities TRADITIONAL PUBLISHING LENS AI & BRAND INTELLIGENCE LAYER VINYL’S INTEGRATED MODEL Audience monetisation Performance measured across individual channels and placements Reach and impressions primarily priced as media inventory Campaign delivery Measures reach and delivery, but not whether activity changed brand perception or cultural relevance Limited feedback loop Al visibility Tools can identify visibility gaps, sentiment shifts and competitive positioning Brands increasingly need visibility into how they appear across AI, search, social and culture Perception signal Actionable intelligence AI visibility platforms1 , search and social data can identify visibility gaps, perception weaknesses and competitive opportunities Diagnose Deploy owned media, creators, editorial, events, commerce and Adaptive Media campaigns Use data, search, social and cultural signals to identify audience and perception opportunities Activate Use performance and perception signals to refine activity and demonstrate impact over time Measure and improve 1 AI visibility and search intelligence platforms such as Profound and Semrush demonstrate growing advertiser demand for tools that identify brand visibility gaps, perception weaknesses and competitive opportunities. 18 STRATEGIC RATIONALE ● Advertising market conditions remain soft, impacted by geopolitical uncertainty and buyer hesitation ● Profitability pathway is clear, but not linear, with some expected integration and market-related volatility, amplified by seasonality ● Forecast consolidated FY27 revenue of $38-$40 million ○ Forecast ~100% revenue growth in FY27 ○ Forecast assumes some revenue duplication due to overlapping assets, products and customers, to work through in FY27 ● Forecast consolidated FY27 EBITDA of $3.5 million ○ Vinyl’s first EBITDA-positive year ○ Focus on higher margin revenue through scale benefits and stronger market position FY27 forecast: scale translating into positive EBITDA 19 M&A-led revenue growth & diversification Optimise operations Scale + Profitability Upcoming catalysts International growth through licensing, franchise and M&A opportunities Q1 FY27 1H FY27 FY27 FY27 & beyond 20 Integration of Val Morgan Digital, Time Out and Pedestrian EBITDA positive run-rate Focused technology investment to improve yield, margin and operating leverage Top 10 Shareholders as of 14 July 2026 SHARE REGISTRY: Automic Registry Services Level 5, 126 Phillip Street, Sydney, NSW, 2000 Tightly held, with T10 holding >70% Holder Name Holding % IC REALWISE GROUP HOLDINGS PTY 545,824,905 38.02% SONGTRADR INC 246,685,499 17.18% BNP PARIBAS NOMINEES PTY LTD 70,467,509 4.91% UBS NOMINEES PTY LTD 31,048,090 2.16% GE EQUITY INVESTMENTS PTY LTD 24,759,712 1.72% WILTSHIRE MEDIA PTY LTD 24,477,000 1.71% GUILDFORD HOLDINGS (AUST) PL 24,252,514 1.69% CITICORP NOMINEES PTY LIMITED 24,040,312 1.67% BLAZZED PTY LTD 14,728,420 1.03% MR ROBERT DOBSON MILLNER 11,709,176 0.82% 21 Josh Simons CEO & Exec Director Founder, $50m+ raised Jorge Nigaglioni CIO Ex PWC Jessy Trengove CPO (AI) Ex Spotahome Chris Lowe Tech Director Ex Sony Music Michael Globan CFO Ex Warner Music Experienced Board and Management Team Damian Keogh NED CEO of HOYTS Ken Gaunt Non-Exec Chair $400m exit Shelby Coleman Company Secretary Ex Automic Group Jonathon Oake COO Ex TikTok Combining public markets, media, technology and product leadership Lucie Caswell CBSO Ex Songtradr Kurt Burnette Interim CCO Ex Seven West Media 22 For more information please contact investors@vinyl.group or Katie Mackenzie at kmackenzie@belleviewir.com.au ASX: VNL 11 Wilson St, South Yarra, VIC, 3141 https://vinyl.group This presentation was authorised by the Board of Vinyl Group Ltd Thank you Yungblud is an internationally recognised artist with a separate prior connection to Vinyl through Serenade On 29 June 2026, BLUNT published a human-led editorial response to the live “industry plant” narrative around Yungblud, supported by AI-informed research, editorial structuring, schema and search-aware publishing workflows Within 24 hours, Google surfaced BLUNT prominently for the query. Yungblud subsequently shared the article with his 8m Instagram followers, with the story then picked up organically and amplified through Rolling Stone AU Appendix 1: AI validation environment operates as an independent, founder-led publishing partner using human editorial judgement, AI-informed workflows and search-aware execution to test publishing innovation WHY THE MODEL WORKS FOR VINYL FASTER VALIDATION A compact, creator-led publishing environment allows rapid proof of workflow, discoverability and audience signal before broader investment LOWER R&D RISK Trial AI-informed editorial workflows in a live publishing environment without disrupting owned brands, licensing arrangements or premium commercial obligations COMMERCIAL ALIGNMENT A trusted partner site led by Vinyl’s former COO, with aligned commercial incentives and agreed representation opportunities across selected assets STRATEGIC TAKEAWAY: AI-informed workflows can help cultural publishers and brands respond faster to live narratives, improve search discoverability, earn organic validation and amplify cultural moments across owned channels Search results are dynamic and may vary by location, time and user settings. Example shown for illustrative purposes only. CASE STUDY: YUNGBLUD Search visibility: Google surfaced BLUNT prominently within 24hrs Artist validation: Yungblud shared the article with 8m Instagram followers Appendix 2: Our Commitment to Responsible AI Humans are accountable for decisions and outcomes HUMAN ACCOUNTABILITY Editorial judgment ensures quality, accuracy and context EDITORIAL REVIEW We respect IP and uphold the rights of creators and owners Robust security practices keep data safe and private We choose the best technology for the job, not the other way around COPYRIGHT DATA SECURITY TECHNOLOGY AGNOSTIC Protecting our community and our brand BRAND SAFETY As AI adoption accelerates across the media industry, Vinyl’s approach remains grounded in human accountability, editorial review, copyright, brand safety and data security Appendix 3: Brand Groups Included in Vinyl Media Combined Organisation Audience Calculations (Ipsos iris, January 2026) Total List Brand Group: TheBrag, Genius, Bgr, Billboard, Variety, Pmc, Deadline, Rolling Stone, TV Line, Indiewire, Goldderby, Vibe Media, ComingSoon, Musicfeeds, Rottentomatoes, Fandom, LADbible, UNILAD, Buzzfeed, Gamespot, Vulture, SPORTbible, Tyla, GAMINGbible, Vox Media, The Verge, New York Magazine, Thrillist, Popsugar Australia, SB Nation, The Cut, The Strategist, Concrete Playground, Refinery29, Stylecaster, Wwd, Sheknows, Tasty, Time Out, Pedestrian Other Distributed Content: Val Morgan Digital News List Brand Group: TheBrag, Genius, Bgr, Billboard, Variety, Pmc, Deadline, Rolling Stone, TV Line, Indiewire, Goldderby, Vibe Media, ComingSoon, Musicfeeds, Rottentomatoes, Fandom, LADbible, UNILAD, Buzzfeed, Gamespot, Vulture, SPORTbible, Tyla, GAMINGbible, Vox Media, The Verge, New York Magazine, Thrillist, Popsugar Australia, SB Nation, The Cut, The Strategist, Concrete Playground, Refinery29, Stylecaster, Wwd, Sheknows, Time Out, Pedestrian Other Distributed Content: Val Morgan Digital