Vice Turns Up Volume on Video: News and Culture Site Heads to Its First NewFronts with Sports and Food Programming

By Castillo, Michelle | ADWEEK, April 28, 2014 | Go to article overview

Vice Turns Up Volume on Video: News and Culture Site Heads to Its First NewFronts with Sports and Food Programming


Castillo, Michelle, ADWEEK


Since its humble beginnings as a Montreal-based print publication on news and culture, Vice has mushroomed to 129 million views per month across its platforms, which include online channels, TV shows, its tablet and mobile offerings, and the original magazine (not to mention Vice Music, Film and Books).

Vice's digital mission for next year, which will be unveiled at its first NewFronts presentation on May 2, is all about expansion, especially for recently launched site Vice News and food vertical Munchies. Chief creative officer Eddy Moretti asserts that no publisher has kept up with how prevalent food has become in youth culture. Vice is putting itself in prime position with a slate of cuisine-themed programs, including F-ck, That's Delicious hosted by rapper Action Bronson.

"Ten years ago, the coolest kids would be in bands. Now you see the cool kids ... they're saying 'F-ck it, you know what's cool? A wood-burning pizzeria with farm-to-table f-cking tomatillos,"' Moretti said.

The company will also strengthen its sports coverage with a new vertical this year. With sports a driving topic on Twitter, Vice president Andrew Creighton said it felt right for the company to inject its cheeky yet in-depth take on sports culture. "We describe it a bit like Rocky. You have a 90-minute film, but there's only eight minutes of boxing. It's the storytelling that leads up to it [that's important]," he explained.

Media consultant David Deal applauded both, saying they were a natural extension for the brand as long as the irreverence remains. But, while Vice may claim to be the only flippant publisher, mainstream news media as a whole isn't as straight-laced as it used to be, especially when it comes to millennial-targeted content, he argued. …

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