The parent company (Various, Inc.) had difficulty finding venture capital due to the adult nature of its business.[5] In December 2007, the company was sold to the Penthouse Media Group for $500 million.[6][7] Penthouse later changed its name to FriendFinder Networks.[8] In October 2009, as part of an arrangement with The Kluger Agency, musician Flo Rida released a music video for his song "Touch Me" via Adult FriendFinder. A representative of the agency stated that it was "always great to combine a very sexy high octane record with a very sexy brand.[9]

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