What: Global youth media company and digital content studio VICE has opened a Miami, Florida bureau in an effort to build out its offerings for the US Hispanic youth market, and expand its existing content and sales operations across Latin America.
Why it matters: The bureau will launch with full production capabilities and international sales team building out offerings for US Hispanic youth market, and coordinate VICE’s existing LATAM operations, creating domestic and LATAM news and culture content for all of VICE’s channels.
VICE, the global youth media company and digital content studio that has News Corp and A&E, among its share holders, has announced that it has opened a Miami, Florida bureau in an effort to build out its offerings for the US Hispanic youth market, and expand its existing content and sales operations across Latin America. The bureau will produce its own news and cultural content while also connecting content from VICE’s Latin American Bureaus in Brazil, Colombia, and Mexico, with the US Hispanic market.
We’re not creating Vice Espanol. That’s not what we’re doing here. It’s just more Vice content, just with more relevancy to some of the topics that the audience is interested in.
Located in the Wynwood Arts District of Miami, the bureau launch in June 2015 with full production and editing capabilities, delivering editorial and video programming to all screens and reaching the exploding US Hispanic youth audience. The bureau’s business development and sales team will work with leading brands, media and tech companies to distribute and deliver Hispanic geared content.The programming coming out of VICE Miami will run on all 10 (soon to be 11) of VICE’s digital channels from MUNCHIES (VICE’s food channel) to MOTHERBOARD (vice’s science and tech channel) to VICE News.
The Miami operation will also act as coordinator for VICE’s U.S. Hispanic youth offerings as well as VICE’s existing Latin and South American operations, which currently spans from Mexico to Brazil.The new bureau will be responsible for expanding VICE’s roster of channels in the region, and producing hundreds of hours of programming per year, covering the underreported stories and breaking news that matters most to young people. A spokes person at VICE tells Portada that Dan Perry will be in charge of Sales/Business Development in the Miami office.
The spokesperson adds that “It’s important to note that this is an expansion of the work VICE is already doing in LatAm and the US. As our Co-President, Andrew Creighton, said in an AdAge interview, “We’re not creating Vice Espanol. That’s not what we’re doing here. It’s just more Vice content, just with more relevancy to some of the topics that the audience is interested in.”
VICE operates across all screens, from mobile through its Snapchat partnership to digital with YouTube to TV. Expect to see more and more and as Mr. Creighton noted in the same interview, “There will be a significant distribution deal in the pipeline, and there will be some significant Fortune 100 companies involved in what we’re doing,”
In recent years, VICE has opened up bureaus in Sao Paulo, Mexico City and Bogota, distributing its programming across online, mobile and linear platforms and reaching millions of regional viewers each month.
This announcement comes as VICE continues to expand and diversify its global network of content through new bureaus and content distribution arrangements with industry leading platforms across online, mobile and linear, including Live Nation, HBO, Spotify, YouTube, Skype, Rogers Media, 20th Century Fox, Antenna Group and more.
VICE has regularly produced slates of critically acclaimed news, cultural, sports and entertainment programming on its network of channels with specific Hispanic relevance. Series have included: an eight-part look at the 2012 Mexican Presidential elections, and Miscelánea Mexicana a series on uniquely Mexican cultural oddities like indigenous transvestites in Oaxaca and teenage bullfighters in Yucatan. Noisey produced a show, Suena Bien, that shines light over the most original Hispanic bands out of Latin America and the US, like Elis Paprika, Calle 13 and Dengue Dengue Dengue. In 2014 VICE opened a Bogota bureau and since then has produced a variety of cultural and news content, including a documentary on the violence in the port town of Bueanaventura.
VICE provides advertisers with a wide range of offerings through its owned-and-operated channels, along with its in-house creative services agency, Virtue Worldwide. Cross-platform media and soapbox-model sponsorship of VICE content allow clients to reach the company’s global audience of young people and align themselves with a name that they trust. Driven by some of the industry’s most creative minds, Virtue Worldwide leverages its expertise in strategy, content creation, event production and activation, in addition to an unrivaled understanding of the Millennial audience, to create tailor-made programs spanning digital, mobile, linear, and experiential for the world’s leading brands.