VICE - The Hipster Media Empire
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Transcript of VICE - The Hipster Media Empire
ORIOL SALVADOR VILELLA CMNS 2160 Mass Communication and the Popular Culture Industry
What is VICE?
We wanted to be the first international voice for the universality of youth sub-culture.
(Shane Smith, VICE co-founder)
Ø Monthly FREE magazine Ø Profits: advertisement & partnerships. Ø Target: metropolitan 21-24 years old.
Volume 19 (Number 5) a.k.a HIPSTERS -->
Demographics (Media Kit 2012)
What is VICE? Ø 750 employees. Ø Offices in 34 countries. Ø 24 different country editions.
Volume 19 (Number 5)
World Distribution (Media Kit 2012)
VICE ’s timeline
1994: Three friends bought the community newspaper where they were working:
Voice of Montreal.
Volume 18 (Number 2)
Shane Smith
Suroosh Alvi
Gavin McInnes
Photos from: Canadianbusiness.com, MySpace and Twitter
VICE ’s timeline
1996:
Editors break with the original publisher and change the publication’s name to VICE.
1999:
VICE moves headquarters to New York.
2007: Partnership with Viacom (MTV). McInnes leaves VICE due to “creative differences”.
Volume 18 (Number 2)
Volume 18 (Number 11)
VICE ’s contents Generally:
Ø Alternative lifestyle Ø Trends Ø Music Ø Fashion Ø Sex Ø Photography Ø Illustration Ø Sports Ø Technology (…)
Volume 18 (Number 11)
VICE ’s contents Ø DO & DON’Ts
Volume 18 (Number 11)
VICE ’s contents Ø Content shifting to serious news topics
(Afghanistan, North Korea, OWS…) approached in a non-conventional way.
Volume 18 (Number 11)
VICE ’s contents Ø Music, films and videogames,
aggressive and unconventional, reviews
Volume 18 (Number 11)
VICE ’s contents Ø Special issues:
Ø VICE UK’s Student Guide (2005)
Volume 18 (Number 12)
VICE ’s buddies New friends for the international trip: Ø Tom Freston (former CEO at Viacom)
Ø Joe Ravitch and Jeff Sine (The Raine Group, investors)
Ø Martin Sorrell (WPP, advertising firm)
Volume 19 (Number 4)
The VICE empire VICE Films: Heavy Meal in Baghdad (2007) Full-length documentary following Acrassicauda, the only heavy metal band in Iraq. White Lightnin’: The Jesco White Murders (2008) with Ed Hogg and Carrie Fisher, directed by Dominic Murphy. Co-produced by UK Film Council. The Ride (2009) Documentary following the Professional Bull Riding Circuit.
Volume 19 (Number 4)
The VICE empire VICE Films: The Fourth Dimension (2012) Three short films by three directors. Co-produced with Grolsch Film Works. Full-length film available for FREE on YouTube. Bad 25 (2012) Spike Lee’s documentary about Michael Jackson. Co-produced with Grolsch Film Works. (…)
Volume 19 (Number 4)
The VICE empire VICE DVDs: Series VICE Guide to Travel (“60 minutes meets Jackass”). Skate series Epicly Later’d (2009) (…)
Volume 19 (Number 4)
The VICE empire VICE Books: - Travel city guides & photography collections.
- Greatest hits and DOs & DON’Ts compilations.
- Heavy Metal in Baghdad, by Andy Capper
and Gabi Sifre, based in the 2007 documentary.
(…)
Volume 19 (Number 4)
The VICE empire VICE Music: - Music label: VICE Records
- The Raveonettes - Black Lips - OFF! - Win Win - Acrassicauda
- Management Agency - Music video production
(…)
Volume 19 (Number 4)
The VICE empire VIRTUE: - VICE full-service agency:
ü Brand strategy. ü Creative development ü Production ü Distribution ü Research
- North America headquarters: Brooklyn, NY
- Europe headquarters: Shoreditch, London
Volume 19 (Number 4)
The VICE empire More: - MTV’s The Vice Guide To Everything. - Custom publishing for brands. - The Creators Project (partnerhip with Intel)
- Noisey (music website)
- Motherboard (technology and science)
- Fightland (fight and martial arts)
- AdVICE (digital publishers)
Volume 17 (Number 9)
Conclusions Ø Alternative and controversial voice
appealing to audiences unsatisfied with the content from mainstream media.
Ø VICE build a defined audiences and found advertisers looking for that target.
Ø Money not only from advertisement but from derivate business and products.
Ø A hipster media empire that is turning ‘mainstream’ (just like Rolling Stone)?