Journalism phenomenon and mavericks of media Vice have plunged a finger into yet another publishing pie, by teaming up with live entertainment company LiveNation.
An early issue of Vice magazine
From its humble beginnings as a printed Montreal periodical about ‘the things we’re ashamed of’ (mainly sex and heroin at the time), Vice has gone from strength to strength. The company now has 2 major TV series, a publishing arm, an array of online sites and in the last 10 years has bought up Brooklyn digital agency Carrot Creative, i-D fashion magazine, and – bizarrely – The Old Blue Last pub in Shoreditch.
Its latest venture is a multi-platform live music outlet, positioned to fill the gap left by MTV’s spurning of traditional music television and will feature hundreds of hours of original series, tour films and live events such as festivals. Vice claims this as-yet-unnamed platform, launching next year, will be more tightly focused on mainstream acts and feature more live programming than that of Noisey, Vice’s current music division. A few big names were dropped in the press release such as comedians James Franco, Zach Galifianakis and Michael Cera, as well as Spike Jonze and artists MIA, A$AP Rocky and Arcade Fire.
Shane Smith, Vice CEO
Michael Rapino, LiveNation CEO had this to say:
“Shane [Smith, Vice CEO] and the VICE organisation have proven to be the voice of this generation. Together with Live Nation’s platform, we are positioned to become the voice of live music by developing an artist-centric, 24/7 global music destination that enables artists to bring their creative vision to life in a new and rich online and mobile music ecosystem.”
Vice have proven nous in original content and good taste in music acts so this certainly sounds exciting, Shane Smith also seems to have the midas touch in terms of business, so there really is no telling where this new expansion could lead.