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VICE - The Hipster Media Empire

Oriol Salvador
Oriol Salvador

Presentation about VICE magazine and Vice Media Inc. (January, 31st 2013) for the course CMNS 2160 Mass Communication and the Popular Culture Industry at Thompson Rivers University (TRU). VICE magazine content included in the presentation is property of Vice Media Inc. If the copyright owners disagree with its publication, contact me and I'll remove it.

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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) Monthly FREE magazine Profits: advertisement & partnerships. Target: metropolitan 21-24 years old. Volume 19 (Number 5) a.k.a HIPSTERS --> Demographics (Media Kit 2012)
What is VICE? 750 employees. Offices in 34 countries. 24 different country editions. World Distribution (Media Kit 2012) Volume 19 (Number 5)
VICE s timeline Shane Suroosh Gavin Smith Alvi McInnes Volume 18 (Number 2) 1994: Three friends bought the community newspaper where they were working: Voice of Montreal. Photos from: Canadianbusiness.com, MySpace and Twitter
VICE s timeline 1996: Editors break with the original publisher and change the publications name to VICE. 1999: VICE moves headquarters to New York. 2007: Volume 18 (Number 2) Partnership with Viacom (MTV). McInnes leaves VICE due to creative differences.
VICE s contents Generally: Alternative lifestyle Trends Music Fashion Sex Photography Illustration Volume 18 (Number 11) Sports Technology ()
VICE s contents DO & DONTs Volume 18 (Number 11)
VICE s contents Content shifting to serious news topics (Afghanistan, North Korea, OWS) approached in a non-conventional way. Volume 18 (Number 11)
VICE s contents Music, films and videogames, aggressive and unconventional, reviews Volume 18 (Number 11)
VICE s contents Special issues: VICE UKs Student Guide (2005) Volume 18 (Number 11)
VICE s buddies New friends for the international trip: Tom Freston (former CEO at Viacom) Joe Ravitch and Jeff Sine (The Raine Group, investors) Volume 18 (Number 12) Martin Sorrell (WPP, advertising firm)
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. Volume 19 (Number 4) The Ride (2009) Documentary following the Professional Bull Riding Circuit.
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 Lees 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 Laterd (2009) () Volume 19 (Number 4)
The VICE empire VICE Books: - Travel city guides & photography collections. - Greatest hits and DOs & DONTs 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 Volume 19 (Number 4) - Management Agency - Music video production ()
The VICE empire VIRTUE: - VICE full-service agency: 端錫 Brand strategy. 端錫 Creative development 端錫 Production 端錫 Distribution 端錫 Research Volume 19 (Number 4) - North America headquarters: Brooklyn, NY - Europe headquarters: Shoreditch, London
The VICE empire More: - MTVs The Vice Guide To Everything. - Custom publishing for brands. - The Creators Project (partnerhip with Intel) - Noisey (music website) Volume 19 (Number 4) - Motherboard (technology and science) - Fightland (fight and martial arts) - AdVICE (digital publishers)
Conclusions Alternative and controversial voice appealing to audiences unsatisfied with the content from mainstream media. VICE build a defined audiences and found advertisers looking for that target. Money not only from advertisement but Volume 17 (Number 9) from derivate business and products. A hipster media empire that is turning mainstream (just like Rolling Stone)?
VICE - The Hipster Media Empire

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VICE - The Hipster Media Empire

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