FOREWORD “The first quality that is needed is audacity.” – Winston Churchill
I “With a visionary, almost preternatural ability to see what’s coming and never-saydie hustle... VICE Media is suddenly the blueprint for the media company of the future.” – Marketing Magazine
chose this quote for two reasons: Firstly, because it is pithy and British. And, secondly, because it is true. Audacity has made VICE what it is today—the world’s leading youth media company. Audacity is the force that has pushed VICE to the forefront of the global digital-content revolution. Audacity has counseled me to start wearing these skintight silver pants and platform KISS boots. (Perhaps, then, audacity is not ALWAYS the first quality.) Audacity, however, has powered VICE to be part of the changing of the guard in media. The algorithmically confounding exponential growth of the internet has challenged all of our previous marketing “givens.” Not only has it rewritten most of the rules in media, it has also changed the playing field (it now lives in a digital cloud, which I imagine as kind of like heaven, only it’s made out of code). Because of this revolution and the rise of its revolutionaries—Gen Y—new methods of strategy, production, content, and activation are needed. New solutions for this rapidly shifting environment have become essential. VICE provides these exact solutions for some of the biggest brands in the world. Together VICE and these forwardthinking brands have formed unique partnerships, collaborating to form cutting-edge, disruptive solutions for their needs. These brands are very smart for doing so because today VICE is so far ahead of the curve it’s almost post-apocalyptic. “Two days ago I saw a rig that can haul that tanker. You wanna get out of here? You talk to me.” – Mad Max
– Shane Smith, FOUNDER & CEO, VICE
After aggressive growth in Canada, the founders expand into the US. The “o” is dropped from Voice and VICE is formed in 1996. Within a couple years, the hoodlums-cum-entrepreneurs buy out their oppressive financers and take the magazine national.
In October, 1994, a few young punks realize how bored they are with everything and decide they are capable of making a magazine. They christen it the Voice of Montreal.
Sometime around 1998, during the height of the dot-com bubble, VICE meets an eccentric nudist millionaire who gives them cash and VICE moves to Manhattan.
In 2002, VICE Records is launched, and the company launches in the UK beginning global expansion that now reaches 34 countries. In 2010, VICE launches AdVICE, a digital activation network that delivers advertising and content to curated sites across vertical audiences.
After the launch of VBS, VICE sees explosive growth as digital operations expand with the launch of video-driven channels.
A couple years later the naked millionaire vanishes into thin air, VICE goes bankrupt, scrambling to make enough money to buy the company back and relocate to the mean streets of Williamsburg, Brooklyn.
VICE’s two flagship sites—VBS.TV and viceland. com—are smooshed into a giant monolith of never-ending perfection known as VICE.COM.
In 2011 VICE partners with the Raine Group, WPP, Tom Freston and Ari Emanuel.
4 | VICE
VICE partners with Google to launch original YouTube channels.
Coming in 2012 VICE premieres a new TV series on HBO, infiltrate China and India, launch a $50M film fund, and continues its march to total global domination of media.
VICE | 5
WHY GENERATION Y? - Their spending power and influence exceeds $1 trillion - 77 million of them in the US alone— soon they’ll replace boomers as largest percentage of workforce - By 2015, they’ll have more overall spending power than any other generation Sources: Charts from GLOBALWEBINDEX 2011 Annual Report Stats from Kit Yarrow, “Gen BuY,” 2009, MFS Investment Management, Mr Youth—Gen Y Survey
VICE ENGAGES MILLENNIALS “Advertising on the web isn’t about hitting someone with a message... It’s about engagement.” – Mark Zuckerberg
V
ICE is at the center of a perfect storm in media. The highest-value consumer audience is not being served by the formats they engage with or the media they consume—and VICE has the solution to this problem. TV audiences continue to age—the median viewer age for scheduled weekday daytime programming is now over 50—while young people, the group that holds the future of purchasing power in their hands, are consuming more and more online. And we don’t have to tell you that the long-prophesied shift of ad dollars from TV to online has still not been realized. This is because brand-building display formats continue to fail when it comes to the internet, leading to a $20B funding gap in the US alone between the percentage of time spent on the web and mobile and percentage of ad dollars allocated to those media. Meanwhile, Gen Y’s online activities are driven by a thirst for premium content, and more than anything else, premium online video. Additionally, more than any other group, young people want to be entertained by brands—if it’s done the right way. So it’s simple, right? Let’s create premium content formats that entertain the audience. 6 | VICE
Nothing is ever simple...
HOW VICE MAKES IT RAIN
Unlimited inventory on the web has led to ever-commoditized pricing, forcing the industry to game the system with everything from content made by algorithms and driven by SEO, to bigger and and longer ads, to the world of blind buying. The needs of brands are being satisfied by everlower CPCs, but at terrible cost to the user experience and the actual wants of consumers. A 2011 study of 125,000 members of Gen Y concluded the rules for communicating to them are:
Through the creation of vertical channels and content formats built for the medium they are distributed in.
AUTHENTICITY TRUMPS CELEBRITY
“How do you want a brand to act towards you?” Entertain you
Keep you informed about the product and the company
16-24
66%
44%
25-34
60%
50%
35-44
52%
55%
45-54
45%
61%
55-64
40%
64%
Gen Y responds to honest messaging over marketing-speak and celebrity endorsements.
NICHE IS THE NEW NORM
Gen Y relishes choices and looks for real products and services that speak to them personally.
- Create authentic and saleable formats that are better for brands’ ROI and better for audience engagement. - Get into the content conversation early enough and learn brands’ business goals to ensure appropriate formats are developed. - Build sustainable long-term programs to create genuine fanbases among the audience—leading to lower and lower cost per engagement. - Leverage assets and audience to build cross-platform via experiential, social, TV networks, and other means. - Leverage globally. - Repeat.
The opportunity to create formats that together (i) fulfil the needs of the audience; (ii) understand the new landscape; and (iii) are appropriate to brands is staggering. Well, VICE has and is creating them, which will result in successes falling from the sky like confetti.
- Do it right and enjoy marketing that ultimately pays for itself, a “Cost Negative” solution. - Complete world domination and let us have some rest. - You’re welcome.
VICE | 7
CHANNELS
CHANNELS
VICE.COM The Mothership
“Vice has transformed from a magazine with a digital offshoot to a true multi-platform, diversified company” – CNBC
V
CHANNELS Imagine if there was a marketing product available that touched the highest value consumers in ways they engaged with more than any other. Imagine if that product was modelled to provide ever-increasing ROI and decreasing cost for your brands. VICE has figured it out, and solved the riddle of the internet. We’ve created a model that is a win for brands, producers, and the audience alike. This digital alchemy relies on great content that modern consumers want delivered in places and ways modern consumers consume. Simple. Behold the new dawn of the media and entertainment industry: VICEs vertical channels.
PREMIUM CONTENT = PREMIUM ENGAGEMENT Originally-produced video content drives high user engagement. According to Google Analytics Average each visit duration on VICE.COM averages over 17 minutes.
15,000,000
ICE.COM is home to everything VICE does. It features new videos daily, heaps of editorial from VICE’S global network of writers, photographers, and filmmakers, and syndicated content from our network of digital channels. Unlike most of the internet, VICE doesn’t just add our two cents to the hot story of the moment. We go out and document it ourselves, publishing 100 percent original content around the world every day. Whether its the war-ravaged conflict zones of the Middle East, or the sweatravaged, underground dancehall parties of East New York, VICE covers what’s happening and what’s interesting in news
VICE GROWTH AND PROJECTIONS
and culture—all delivered with VICE’s distinctive brand of humor and honesty. And it’s working. Since launching in September 2011, all key metrics of VICE.com have skyrocketed. Over the next 24 months, VICE Media will heavily invest in expansion, launching a dozen new channels and cementing VICE as the largest producer of premium original video for the web in the world. Additionally, the new VICE.com mobile site and VICE app will launch in June. VICE.COM is the portal for this family of new channels, the leading global hub of high-quality content made for the most influential young audience in the world today.
HIGHLIGHTS - Library of over 1000 hours of original, premium video content
12,000,000 9,000,000
- Growing at 17% monthly
6,000,000
MONTHLY UNIQUES
3,000,000 0
- Grow to over 10MM monthly uniques in Q412 - Broadcast in 17 Languages.
Q4 ‘11
Q1 ‘12
Q2 ‘12
Q3 ‘12
Q4 ‘12
Q1 ‘13 VICE | 9
CHANNELS
CHANNELS
“A collaboration between tech giant Intel and VICE has produced a fresh, exciting and engrossing online and offline media destination.”“Blazingly ambitious? Yes. Brilliantly executed? Absolutely.” – Advertising Age
THE CREATORS PROJECT The Future of Brand and Media Partnership
I
HIGHLIGHTS - 150MM+ video views - 30MM+ uniques - 5000+ articles - 600k+ event attendees - 20+ Awards
10 | VICE
ntel is a global leader and innovator in the technology industry. But as an ingredient brand they had low relevance among young people. They came to VICE with one question: “How do we connect to this market?” VICE recommended that they create an emotional bond and place Intel inside people’s lives rather than inside computers. The core truth needed to make this connection was to make it clear that Intel’s innovation enables creative pioneers to advance their art. We wanted to elevate and celebrate that. And so The Creators Project (TCP) was launched in 2010 in partnership with Intel. TCP is a global celebration of art and technology, supporting visionary artists across disciplines who use technology in innovative ways to push the boundaries of creative expression. The channel now includes an online community of millions, hours of documentary videos, a content and art studio where Creators can produce original artworks, and a huge traveling event series that kicked off in 2012 in San Francisco before moving to Paris, Sao Paulo, Beijing, Seoul, and New York. The results have been startling. To date, thecreatorsproject.com has acquired over
30 million unique visitors and broadcast over 200 million videos. Engagement is high with 200,000 social media followers and a time on site of 17+ minutes. TCP is supported by a series of mobile apps and a smart TV app. Through The Studio, true culture has been created: staggering artworks, a hit album, music videos, and even an opera with Karen O from the Yeah Yeah Yeahs. Major new studio pieces are forthcoming, including work with Bjork and Phoenix. Further extending TCP’s reach is a primetime TV format being developed for global distribution for channels around the world, such as CCTV, Hunan TV, Ovation, Fuse, MTV, and Mnet. VICE is perhaps the only company on earth who could execute a multimedia project of this scale, from creating the website to engaging the artists, to making documentaries, to producing the event series in eight global markets. TCP is the most successful brand communications case in Intel’s recent history, winning dozens of awards and garnering over 5,000 press articles. TCP is a blueprint of how a brand should communicate with young adults in the future.
“...poised to become significant players in the future of online broadcasting.” – The London Sunday Times
NOISEY
The Music Editorial Brand Made for the Digital World
N HIGHLIGHTS - 65MM video views in beta - 14 million uniques - #1 YouTube premium channel in music
oisey is a new music channel from VICE. Launched in beta in 2011, Noisey is the summation of everything VICE knows about music (i.e., everything). In public beta, Noisey served over 60 million video views while attracting over 14 million unique viewers and over 100,000 social media followers. In February, Noisey launched an original YouTube channel, beating out the established competition in views, subscribers, engagement, content, and activation. In May, NOISEY 2.0 will launch. Visitors can look forward to: new franchises, contributors, artist specials, reviews, photo sets, a radio player, daily downloads, and major partnerships that will be announced soon.
YOUTUBE ORIGINAL MUSIC CHANNELS CHANNEL
SUBS
VIEWS
Noisey
47,180
34,210,851
Pitchfork.tv
20,039
2,538,842
Fuse
20,419
7,179,546
Myish
16,543
1,912,331
Bowery Presents
14,735
3,348,835
Bonnaroo
11,922
8,242,460
Maker Music
4,098
230,292 VICE | 11
CHANNELS
CHANNELS
MOTHERBOARD 2.0
“Love VICE!!! Looking forward to doing cool shit together.”
The Guide to Future Culture and Human Progression
M
otherboard is a channel that explores the culture of science and technology. Unlike most tech sites, the focus is not on the latest gadgets and gizmos. Instead the mission is to delve deep into the reasons why humans and technology have been inextricably intertwined and its consequences for the now and the future. In 2012 VICE will launch Motherboard 2.0. It will feature a new UI, mobile site, and corresponding app. The site receives over one million unique visits monthly; the aim is to double this by the end of 2012 and reach over two million users who will be curiously engaged with the world’s most forward thinkers. 12 | VICE
Dozens of new shows set to launch this fall are in development and production, including: The Space Show The show where space is not just of the imagination, it’s where it becomes a reality. Genius on Genius A live series that creatively pairs two individuals whose philosophies and expertise offer mind-altering insight and inspiring ideas. LabSpace Cribs for Nerds, basically. We infiltrate the world’s most impressive laboratories.
Big Science: We explore far-reaching science experiments, such as the Webb Telescope, Dark Energy Camera, Fermilab Neutrino Detector, the National Ignition Facility, and more. Next Thing: Searching for technology we don’t yet have but should: flying cars, jet packs, long-lasting batteries, self-driving cars, teleportation, powerful solar panels, safe nuclear power, and more.
– Dana White, President of UFC
THE FIGHT CHANNEL
A Partnership Between Two Unstoppable Media Juggernauts: UFC and VICE
I
n little time the Ultimate Fighting Championship (UFC) has evolved from a niche movement to a global phenomenon, selling out stadiums in minutes and beating pay-per-view records to a pulp. It is one of the world’s most fastest-growing sports. What’s lacking, however, is great coverage. Still marginalized by many in the media, UFC junkies rely on a network of poorly designed blogs and forums to get their fix, and the sport is still misunderstood by swathes of the populace.
VICE is rectifying this with THE FIGHT CHANNEL, a gargantuan collaboration with UFC that will focus on the stories surrounding the main event, driven by the characters, their stories, and immersive journalism. Twenty new video content franchises are in development, including experiential programs and more. The FIGHT CHANNEL is your chance to reach a rabidly loyal audience in smart, premium ways.
Launches September 2012 VICE | 13
CHANNELS
CHANNELS
NEWS
TRAVEL
A
T
s traditional news audiences skew toward 50+ and 75 percent of young people get their news via social media, it’s clear no one is creating journalism appropriate for today’s youth. Working in partnership with leading social networks, VICE is creating a channel dedicated to global videodriven journalism revolving around doing what we do best: going to places no one should ever go, meeting the most elusive criminals on earth, and telling it like it is through immersive journalism. And as traditional news audiences grow old and cripple, the dearth of engaging outlets for young people must be filled. We’re here to do just that. Be prepared for a HUGE announcement soon.
Network and Cable News Cater to an Increasingly aging Demographic:
65 14 | VICE
64
59
RAVEL is an essential part of Gen Y’s life. They are looking for unique experiences, and VICE is bringing it to them with a street-smart, multimedia global travel guide and utility. VICE’s global network of contributors have in-depth inside knowledge of alternative culture around the world and the editorial voice to execute the most authentic and immersive guide for young travelers searching for more than the current crop of web offerings. Available on all platforms and at all times, VICE’s travel channel will be the modern editorial voice for adventurous youth.
“VICE have an unvarnished way of telling stories. They represent an audience that feels disenfranchised by mainstream media.” – K. C. Estenson, General Manager, CNN
“The video is less like a polished TV show and more like fly-on-the-wall footage of a memorable night out with your increasingly drunk, funny friends... except that one of them just happens to be one of New York’s favorite chefs.” – The Wall Street Journal
MUNCHIES
The Future of Food Programming
S
ome people say that laughter is the universal language, but really it’s food. Today, food is as much a lifestyle for young people as music or fashion. And while in recent years there has been a huge influx of food programming, it’s still mostly made for middle-age housewives. Young people spend a greater portion of their income on food than any other generation, yet amazingly there have been no channels created especially for this audience. This is a huge opportunity waiting to be seized upon.
Munchies is a new platform made for young people, by young people. Munchies will capture the spirit of chefs and their cohorts in their natural setting without a veneer of phony personalities. Built around entertaining premium video and insider knowledge, MUNCHIES is the channel that speaks to young people about food culture in a language they understand and acts as a utility for their lifestyle.
VICE | 15
CHANNELS
CHANNELS
QVC for Hipsters? Trends: - Young consumers prefer to buy online; 92 percent of the VICE audience believe it is the best way to shop. - People are increasingly rejecting mass production and are becoming more interested in the stories behind the products they consume; they are seeking stories behind brands that ensure quality, heritage, craft, sustainability, eco, personality, design, technology, and a host of other areas. It’s thought-driven consumption. VICE can tell the stories behind products in a compelling way via a new entertainment channel. Content creates an emotional trigger to purchase items, and is the competitive advantage in the business of online retail. VICE’s networked knowledge of culture, fashion, and art means we can “own” a GenY e-commerce platform. The VICE Shopping Channel (VSC) is in the works, a social, content-driven online retail space featuring engaging content, curated products, and a beautiful online shopping experience.
16 | VICE
A Massive New Global Channel Celebrating the Age of the Image The democratization of image technology and distribution has revolutionized how people consume and interact with images. In this new landscape, an opportunity for a massive new editorial platform exists. Capture will use the tools and content on the web to discover the greatest new talent in the film and photographic fields, and then elevate and expose them through the channel, exhibitions, screenings, high-end print magazines, and books. For 18 years, VICE has developed the relationships and careers of the world’s most successful and talented photographers and filmmakers. Capture is the content-rich space to discover, elevate, and celebrate the next generation.
Fashion 2.0
The Culture of Sport
Web 2.0 has revolutionized and democratized media, and this has changed the fashion industry. Fashion information and retail now flows in every direction; the consumer no longer needs the establishment for information. This disruption has led to the rise of influential bloggers, new retailers, apps, and services. But much of the new guard lacks the inspiration and creativity that drives the industry. It’s a huge opportunity for a channel capable of embracing both creativity and social media, i.e. the old way AND the new way. Millennials are both sensory and immediate and want premium content in the premium medium of web 2.0: video, the new medium of stylists, photographers, and consumers. Fashion has never been more global or social for young people. VICE’s new channel will offer a fresh voice built for today’s industry and audience shopping experience.
VICE have long been the news source for the action-sports community looking for more than the events. We’re now taking that attitude and applying it to the rest of the sports world. Sports are temporal, and the events themselves are well covered and well-sponsored. VICE will own the stories around them—the before, the after, the behind-the-scenes footage, and the conversations. By focussing on characters and stories rather than stats and schedules, from football to soccer to skate to MMA and all that’s in between, VICE Sports will allow the fans to get closer to the athletes and create legions of new fans. It’s the VICE version of The Wide World of Sports for the digital, social, and hip.
VICE | 17
CHANNELS: IN DEVELOPMENT
SHOWS
WELLNESS A project in development, this new channel will be a guide and utility that deals with issues young people often ignore. Many young people make poor choices when it comes to health and well-being. Alcohol, cheeseburgers, sex, partying are fun, but can be bad without being smart. At its core, The Wellness Channel will be a trusted source of entertainment and information, such as how to eat well on a budget, cure hangovers, conduct an efficient workout, etc. via video and language that resonates with young people without being preachy. Stand by for more announcements soon!
SHOWS
GAMING Video games are the new cinema, and they make a hell of a lot more money than movies ever did. Beyond that, the culture surrounding gaming has transformed from a bunch of guys in fingerless gloves standing around a Pac-Man machine. But gaming content still lives in the past, which is not right in such a progressive world. VICE’s new gaming channel will dive head first into this wonderful world, pairing written and video content that will redefine how gaming is covered in media.
COMEDY VICE is in a unique position to corral a roster of comedians, writers, animators, and generally funny lunatics and create a new comedy channel that we can guarantee will make you lose control of your bodily functions. Seriously. You’re gonna pee.
THE ENCYCLOPEDIA PROJECT The Encyclopedia Project (TEP) is a living, breathing interactive video channel and database of opinions espoused by youth from around the world (i.e., the only people young people will listen to). TEP will serve as both an entertainment media channel and a revolutionary real-time research tool. Crowd sourcing has never been more intelligent.
With all the hullabaloo around NewFronts you’d think professional content made specifically for web is a new thing. But that’s ridiculous. We’ve been making quite possibly (OK, definitely) the best streaming video content on the internet for six years running. Our show franchises span every facet of the modern human condition, documenting the funniest, most heart-wrenching, dangerous, and aweinspiring characters and places out there. Keep reading for a selection of some of the existing and new shows coming out in 2012.
18 | VICE
SHOWS
SHOWS
Toxic Solutions EPISODES 6
LENGTH 30-60 min per episode
Join us as we explore the many-splendored ways in which we humans have trashed the planet Earth, and determine what we can and are doing about it. From air capture technology to total plastic combustion. It’s amazing, inspiring, essential environmental coverage without preaching or sobby string music.
EPISODES 6
LENGTH 20-30 min per episode
PREMIERES
PREMIERES
Music World documents musical cultures around the world that are more than just scenes. Whether it’s a bunch of kids in face paint running around Norway’s mountains, or naked Russian debutantes discovering glow-sticks and rave culture for the first time, we delve deep into our subjects and bring you sights and sounds that give a new perspective on global music and culture.
Fall
TBD
The Business of Life
Music VideoS
EPISODES 6+
LENGTH 20-30 min per episode
PREMIERES
A talk show that looks at complex issues via one simple vector: money. Each episode features a panel of experts who respond to a single topic: politics, social issues, news, etc. Every five minutes a startling fact revealing the money behind the issue appears on TV monitor, prompting a response from the panel and audience members. Think of it as a video version of Harper’s “Index.”
EPISODES 24+
LENGTH 5-8 mins + BTS
Music videos are one of the great art forms of modern culture. With the disruption of the music industry, however, funding has shrunk. In this show we work with artists and directors to coproduce videos, as well as film behind-the-scenes footage for supplemental content. It’s an amazing opportunity for brands to engage with culture and music talent.
PREMIERES
Fall
Fall
THE REihan Salam SHOW
THE VICE GUIDE TO TRAVEL
EPISODES 12
LENGTH 30-60 min per episode
PREMIERES
In Reihan’s words: “The world in which we live has been shaped by a relatively small number of thinkers, tastemakers, entrepreneurs, and leaders who have been able to put their ideas into practice. What is it that motivates these people? What do they fear, what do they love? And what does it mean for the rest of us? We want to get inside the heads of people who’ve managed to insinuate themselves into our lives.”
EPISODES 12
LENGTH 20-30 min per episode
PREMIERES
The all-new VICE Guide to Travel will be the ultimate travel show for the young and adventurous. We visit dangerous and interesting locations across the globe, offering viewers a unique point of view while introducing them to the region’s food, activities, weather, nightlife, attractions, and potential dangers. It’s wall-to-wall travel tips, relayed through the unique perspective of VICE.
Fall
TBD
STOryTIme
AMERICANA
EPISODES 12-24
LENGTH 3 mins
In these shorts our favorite musicians, actors, artists, and funny people tell us their most outrageous stories and tales of debauchery. Then we animate their stories, resulting in a hilarious viral smash-hit show. Previous episodes have featured the likes of Johnny Knoxville, Snoop Dogg, and Tyler, the Creator.
EPISODES 6
LENGTH 20-30 min per episode
In Americana, we delve into the secret nooks and crannies of this great land and serve you up all the tender morsels we find inside. Investigative journalism, home-cooking style. An in-depth look at those things that are uniquely American viewed through the lens of compelling characters and VICE hosts.
PREMIERES
PREMIERES
Ongoing
Fall
Vice NEWS DOCUMENTARIES
FASHION WEEK INTERNATIONALE
EPISODES 12
LENGTH 30-40 min per episode
PREMIERES Fall
VICE elevates itself above the competition with its immersive news coverage. The first video content VICE made was Heavy Metal in Baghdad, a look at the Iraq war from the perspective of a young heavy metal band. Since then we have reported from North Korea, Yemen, Afghanistan, Pakistan, Liberia, and across the Middle East during the Arab Spring. VICE documentaries are character-driven, honest, and raw, offering a depiction of the world unseen in mainstream media.
THE Cute Show! EPISODES Weekly
LENGTH 3-5 min per episode
20 | VICE
Music World
Each episode of The Cute Show! focuses on one totally adorable thing, mostly baby animals. Then squeeze the stuffing out of it, and that’s about it. Think kittens, cats in wheelchairs, baby sloths, raccoons, and other balls of fluff. This one’s for the girls and big softies. Yay!
EPISODES 6
LENGTH 20-30 min per episode
PREMIERES
Fashion Week Internationale is a series investigating fashion shows outside the overcovered catwalks of New York, London, Paris, and Milan. After the success of season 1 in which our host, Charlot Duboc, took us to Colombia, Lagos, and Las Vegas, Charlot is once again venturing to fabulous fashion weeks in places so intriguing, original, far-flung, and unlikely, you’ll think we made them up.
Fall
Behind the Seams EPISODES 8
LENGTH 15-20 min per episode
PREMIERES
PREMIERES
Ongoing
Fall
Behind the Seams picks all the little lint balls of genius off the astonishingly ill-fitting sweater that is the fashion industry and sews them into petite-size documentaries. It offers a glimpse behind the scenes of the fashion industry, the characters, the drama, the tantrums, and the talent.
VICE | 21
SHOWS
SHOWS
EpiclY Later’D EPISODES 6
LENGTH 20-30 min per episode
EPISODES 24
LENGTH 8-10 min per episode
Munchies is our wide-eyed answer to the glut of sleepy TV food shows. We ply our favorite chefs with food, drink, and questions, and then scour their kitchens for late-night snacks. A smash hit sensation online, guests have included many of the new wave of Michelin Star chefs like David Chang and April Bloomfield.
PREMIERES
PREMIERES
July
Fall
RivalRY
Girl Eats Food
EPISODES 6
LENGTH 20-30 min per episode
PREMIERES
In this new original series we uncover and explore some of the most exciting rivalries in the world of sports, examining the greatest rivalries the sporting globe has to offer through VICE’s network of offices. We will cover a range of sporting competitions, from the serious to the eccentric, all of which are supported by fanatics whose passion is a large reason why sports are entertaining.
EPISODES 24
LENGTH 8-10 min per episode
PREMIERES
Girl Eats Food is a video version of the popular VICE.COM column. Each week, Joanna Fuertes-Knight will show us how to prepare an interesting/really bizarre recipe in a style that’s the antidote to the cornier celebrity chefs out there. Prepare to enjoy dishes like Drunk Chicken, Kool-Aid Donuts, Corned Beef Cold Remedy, Eggnog Pop-Tarts, and Xanax Whoopie Pies.
Fall
Fall
VICE Sports
EddIE Huang Show
EPISODES 12
LENGTH 20-30 min per episode
VICE Sports is a look at the quirks and culture of sports around the world. From tailgate parties to reindeer racing to hanging with Pro Bull Riders, VICE Sports will take you directly to the people, places, and sports that you’ve never seen before. Think of it as The Wide World of Sports for a new generation.
EPISODES 12
LENGTH
Eddie Huang is the man behind Taiwanese bun shop Baohaus on the Lower East Side. Eddie is Anthony Bourdain for a younger generation. A chef, provocateur, and former lawyer, Eddie tells it like it is about food, politics, sports, sex, and whatever else is on his mind.
9-10 min per episode
PREMIERES
PREMIERES
TBD
Fall
Upgrade
Little Big Guys
EPISODES 6
LENGTH 8-10 min per episode
PREMIERES
Upgrade is a documentary series focusing on independent science and technology, and how we can improve current and outdated technologies for the betterment of civilization. Season 1 took on subjects such as solar planes, weather planes, and robotic fish, resulting in massive global pickup and over 20 million views. Season 2 will further explore higher tech for humankind.
EPISODES 6
LENGTH 8-10 min per episode
MMA is the fastest-growing sport in the world. Now infiltrating the mainstream, a new generation of potential MMA athletes are beginning training at an increasingly younger age. Instead of baseball and soccer, kids are getting into fighting as a sport. This original series takes a look at the phenomenon.
PREMIERES
TBD
Fall
LabSpace
Coming of Man
EPISODES 6-12
LENGTH 5-8 min per episode
Labspace is basically MTV’s Cribs for nerds. It surveys the most cutting-edge, out-there laboratories in the world from Princeton’s plasma energy lab to rare peeks inside the Kileau Volcano Lab, the vomit comet, Yoky’s robot lab, and many more. Labspace infiltrates the most impressive laboratories science has to offer and the eccentric characters who run them.
EPISODES 6
LENGTH 20-30 min per episode
What does it mean to be a man? There are lots of answers to that question, but we like to think it involves traveling somewhere uncomfortable, learning how to fight, how to shoot things that move, how to drink, and how to survive in extreme climates. Watch as we immerse our hosts from their cosy media environments into uncharted and challenging territories.
PREMIERES
PREMIERES
TBD
Fall
Electric Independence
Outside the Octagon
EPISODES 6
LENGTH
22 | VICE
Hosted by Patrick O’Dell, the “elder statesman” of cool skaters everywhere, Epicly Later’d is now in its fifth season and one of the most popular and respected skate shows on the web. Patrick embeds and immerses himself within the lives of today’s most important skateboarders, creating documentary profiles interspersed with rarely seen archival footage.
Munchies
A show about electronic music, the people who make it, their fans, and all of the blips and bloops in between. Electric Independence focuses on the technology and creativity behind music that isn’t made with traditional instruments and the studios of those who make it.
EPISODES 6
LENGTH
20-30 min per episode
20-30 min per episode
PREMIERES
PREMIERES
TBD
TBD
Outside the Octagon is a series of day-in-the-life profiles that focus on what MMA fighters do when they’re not busting heads, training, and sucking down protein shakes. It will be extremely appealing to MMA fans and curiosity-seekers alike.
VICE | 23
SHOWS
DIVISIONS
CASE STUDIES FILM
PROJECT X
DIVISIONS
The challenge Warner Brothers came to VICE with a dilemma: How do you ensure box-office success for an R-rated movie about an epic high school party without a single star?
The Answer Party Legends, an original web series in which our celebrity friends like Snoop and Johnny Knoxville recollect their wildest party stories, which we then animate.
The results Huge authentic exposure, A 12MM film earning $21.5MM at opening weekend and 50+MM to date.
FASHION
PALLADIUM The challenge To relaunch the 60-year-old French boot brand Palladium. Globally.
The answer VICE positioned Palladium as a brand for urban explorers and built 360 marketing around a content-driven, campaign called Uneven Terrain, which featured the likes of Johnny Knoxville and Pharrell Williams exploring the secrets of cities around the world.
The results Global distribution and over $50 million in sales.
GAMING
FIFA The challenge EA came to us with a problem: Americans have little interest in soccer, and are even less interested in soccer video games.
The answer Content. We started with We Are Eleven, a collection of documentaries about VICE’s favorite soccer stories from around the world. It garnered millions of views and introduced a new audience. VICE then embarked on an international research project, rebooted the FIFA Street franchise and created the first ever North American-focused communications strategy for the FIFA Franchise.
The results FIFA 12 sold 3.2 million copies in its first week, and preorder sales increased over 100 percent in North America. 24 | VICE
VICE’s capabilities stretch into just about every aspect of modern media. Our 360-degree approach ensures that we not only create the content, but that we also distribute and promote it, sell it, repackage it, license it, and repurpose it via our international network all over the world. With film, music, television, book publishing, events, and advertising network divisions, this enables us to get the most exposure for our brand and our partners’ content.
DIVISIONS
DIVISIONS
CAMPAIGN EXAMPLE A
A Digital Network That Connects Brands to Humans
A
dVICE is a curated community of sites that generate premium content for influential individuals across the globe, namely a community of young adults who seek out the best content online. AdVICE speaks to this community by delivering highimpact display ads, video, editorial, social integration, and PR, resulting in elevated user interaction with brands. In the US AdVICE reaches 15 percent of adults aged 18-34; these are the young adults who matter, the influencers whose opinions define popular music, fashion, sports, gaming, culture and technology. The best technology, coupled with human curation,
20000
10000
0
Value/cost ratio for media campaign = 5.5/1 Successful flavor launches = 1 (Six months later, the series is still being watched with six million views and counting. Content just keeps giving!)
ADVICE ADVICE
40000
Indie Click Indie Click 30000
Wenner Wenner College Hunor College Hunor
20000
THE CAMPAIGN PR
30000
- 3.96 million video views - 5.3 million impressions with a 2.65 CTR - 2,500 Facebook Shares - Pickup by over 100 blogs - Pickup by key press outlets such as CNN, the Huffington Post, New York Magazine, Eater, Food and Wine.
50000 55MM+
40000
Results two months after the air date of the first episode:
CUSTOM ADVERTISING
CONTENT SYNDICATION
50000
allows AdVICE to target its audience through editorial passion points and specific demographic parameters, which result in unique integrations. The AdVICE approach connects brands with appropriate content and communities, leading to high engagement rates and brand affinity. It’s instant and long-term success. Lovely. In 2012, AdVICE will introduce a new proprietary video player that delivers premium original and branded content, new audience mapping, and social publishing tools. AdVICE continues its search for the best content on the web, adding sites to the network and growing reach to 30% of the young adult population in the US.
BSOLUT approached VICE to offer our expertise on how to launch ABSOLUT Orient Apple, a new flavor of vodka in a very saturated market. VICE’s solution was to create a multi-tiered campaign in tandem with VICE and AdVICE. We produced a special mini-season of our food-culture show Munchies focusing on four chefs (Wylie Dufresne, Stephanie Izard, Hughes Dufour, and April Bloomfield) who have made extremely successful careers out of creating unlikely combinations of food. AdVICE drove awareness and viewership through a series of custom banners, digital PR, content syndication, and social posts.
Funny Or DIe Funny Or DIe 10000
0
26 | VICE
Onion Inc. Onion Inc. OCT
OCT
NOV
NOV
DEC
DEC
JAN
JAN
FEB
FEB
MAR
MAR
SOCIAL
VICE | 27
DIVISIONS
DIVISIONS
“In a decade VICE has gone from little more than a fanzine to an international brand that takes in TV, book publishing, music and film.” – The Observer
VICE FILMS W
Stop the Presses... Coming this Fall VICE will exclusively release the new Snoop Dogg Documentary, Album and Book. 28 | VICE
e make movies too. Beginning with 2007’s Heavy Metal in Baghdad, a documentary about the only heavy metal band in post-war Iraq, VICE has produced the feature White Lightning: The Jesco White Murders, starring Ed Hogg and Carrie Fisher, and The Ride, a doc that follows the cowboys of the Professional Bull Riding circuit. VICE Films is currently producing a slate of 10-plus micro-budget films in 2012-13. In April 2012 VICE Films released The Fourth Dimension, which is comprised of three short films and features a segment directed by Harmony Korine and starring Val Kilmer.
The film was made possible through a forward-thinking coproduction with Grolsch. The film has been accepted at festivals all over the world and will be soon be released in theaters, on TV, and digitally, generating enormous amounts of earned media. In one swoop, by taking a position of creating and adding to culture rather than badging it, Grolsch has taken a leading and instantly authentic position within an entire genre of culture. It’s a great case of how it should be done. Later this year VICE Films will release Reincarnated, a documentary about Snoop Dogg and his experience recording his latest record in Jamaica.
PUBLISHING
TV
MUSIC
V
E
L
ICE MAGAZINE is the world’s first free, internationally distributed youth culture magazine. Distributed at over 10,000 selected lifestyle venues in urban markets world-wide, VICE is the voice of youth culture, defining trendsetting music, fashion, politics and culture. Global circulation of 1.2 million with a 100 percent pick up rate and pass-along rate of 5.6. The publishing business led to a books division that publishes volumes of the best VICE content. Starting with the bestselling Vice Guide to Sex and Drugs and Rock and Roll, and the first DOs & DON’Ts book, which features the magazine’s legendarily acerbic street-fashion critiques. There’s also the oversize VICE Photo Book, a compendium of the magazine’s best photography. Most recently we released a book of Japanese cats wearing clothes called Fashion Cats by Takako Iwasa, and our second collection of DOs & DONT’s will be released this summer.
ven though we love online video like it was our own mother, VICE also packages and distributes content to linear TV and has been commissioned to produce shows for the format, such as IFC’s The VICE Guide to Film, and Wild Germany, a toprated show on ZDF in Germany. Most recently, VICE announced a deal with HBO for production of a new primetime TV show set for release in 2012. And VICE have been taking our brand partners to TV too. Productions for Red Bull, Intel, Dell, and Nike have been recently distributed to linear TV through the VICE ecosystem.
aunched in 2002 in partnership with Warner Brothers Records, VICE Music has rocketed acts like The Streets, Bloc Party, and Justice to worldwide success. VICE Music also provides 360 management for extremely popular indie groups like Atlanta’s Black Lips and Denmark’s Raveonettes. While the rest of the music industry continues to crumble due to declining record sales, VICE’s music division feeds the other areas of the business, providing readily available talent, licensing opportunities, and event support.
“VICE is hugely influential. It’s kept them on the cutting edge... Within months they are doing in the record industry what they already did in publishing: change the standard operating procedure in order to make things happen.” – John Reid, Managing Director, Warner Entertainment VICE | 29
DIVISIONS
CONTACTS Shane Smith, CEO shane@vice.com | 718.233.3671
Thobey Campion, Publisher, Motherboard & Integrated Advertising Director thobey@vice.com | 718.233.3649
Andrew Creighton, President ac@vice.com | 718.233.6514
Eddy Moretti, Chief Creative Officer eddy@vice.com | 718.233.3642
Trevor Silmser, Publisher, Noisey & The Fight Channel trevor.silmser@vice.com | 718.233.3641 Stewart Stone, Account Director stewart@vice.com | 718.233.6597
“VICE adds enormous value to the planning and execution of Smirnoff’s marketing activation. VICE truly live and breathe the space of our target consumer, which means they push boundaries, striving for break-through execution and challenging the status quo with a refreshing level of ambition and audacity. A real pleasure to work with.” – Annabel Rawson, Global Smirnoff Experience Director
EXPERIENTIAL W
e at VICE have been to every party in the world, hence we know good from bad. We now throw hundreds of events, concerts, and product launches around the world every year. VICE’s network of creative, talent, performers, promoters, venues, festival, and partners allows us to efficiently produce every aspect of projects of any size, from budgets of $25,000 to $25 million. Whether it’s a simple event like a curated exhibition, or coordinating simultaneous, interconnected “happenings” in 20 different
Ben Dietz, VP Sales & Business Development ben@vice.com | 718.233.3660
shanon@vice.com | 646.441.8814 Ryan Duffy, Publisher, VICE.COM ryand@vice.com | 718.233.3648
Erik Lavoie, Partner, Head of AdVICE erik@vice.com | 718.233.3644 cities festivals, or producing and curating entire festivals, VICE excels. The company has overseen experiences for brands like Intel, Smirnoff, Bacardi, Casio, Puma, Xbox, and more, each tailored to the client’s needs and each creating a unique, memorable experience. Plus, no other experiential agency besides VICE has the capability to document the story of the event through content and broadcast it to the world, thereby amplifying the brand’s reach exponentially.
Shanon Kelley, West Coast Advertising Director
John Martin, Publisher, VICE Magazine
Andrew Freston, West Coast Business Development Director andrew.freston@vice.com | 646.284.4602
Yanna Wilson, Account Executive yanna.wilson@vice.com | 718.233.3654
john@vice.com | 718.233.3646
WATCH OUR CHANNELS ON THE VICE SCREENING ROOM media.vice.com/screening/page/vice-screening-room 30 | VICE
©2012