Back in 1994, a “punk zine” called Vice was launched in Montreal. 20 years later it has offices in over 30 countries and it has expanded into a global youth-focused media company that runs a range of magazines and websites, a music label, a film-making arm, a TV show, a news outfit and an ad agency. And, because it has been able to attract the tough to reach millennial market, brands are increasingly looking for some of its magic dust. We chat with Melbourne-based director Myki Slonim about Vice Media’s strategy, how brands can get past young people’s sophisticated bullshit detectors and how the company is faring in this part of the world.
Inside: Vice Media