Vice Media, via the newly launched Viceland, has already laid claim to the title of fastest-growing linear network in the world.
But it doesn’t follow that Vice has lost its focus on the digital space where its shaped itself as the edgy voice of millions of millennials. Quite the contrary.
Fresh off a stream of announcements from CEO Shane Smith and execs at the Vice helm, reps for the brand confirmed the company is looking to grow its digital video (and audience) reach after securing a controlling stake in Garage magazine.
Founded in 2011 by Dasha Zhukova, Garage covers art, architecture, fashion and design, collaborating with the likes of Beyonce, Jeff Koons, Nick Knight, Marc Jacobs, Richard Prince, John Baldessari, Damien Hirst, and Urs Fischer.
The magazine published its own notice of the acquisition on its website noting its efforts to build a print and digital presence “and push the boundaries of what a 21st-century magazine looks like.
Through Vice, the goal is now to accelerate that effort through a digital channel that delivers original video, exclusive news, interviews and events across the magazine’s prime verticals.
“Vice, with its expertise in digital and broadcast media, will allow us to continue evolving in the digital environment, push publishing protocol, and remain a groundbreaking publication in this rapidly changing media landscape,” the notice states.
Garage‘s bi-annual print magazine will continue to be published, alongside the digital programming.
The new Garage channel extends Vice’s existing slate of 11 digital sites, including Vice.com, i-D (fashion), Broadly (millennial women), Noisey (music), Munchies (food) and Motherboard (tech).
The investment means Garage’s editorial teams in New York and London are expected to expand, with a planned roll out of local editions of the magazines in other international markets.
Tom Punch, Vice’s global executive creative director said in a statement that Garage will bring “an arsenal of creative ideas and people” to the growing Vice empire.
There’s no word yet on the price associated with the deal.