VICE Co-Founder Acknowledges 'Woke' Journalism's Role in Brand's Downfall

In a recent interview with Rick Rubin, the host of 'Tetragrammaton' and renowned music producer, Shane Smith, the co-founder of VICE, confessed that the digital media empire's downfall was partly due to its heavy reliance on "woke" content. Once, the media giant was valued at $5.7 billion.

Discussion on VICE's Content Strategy

When Rubin asked Smith whether he felt VICE had sold out at any point in its journey, Smith denied it, stating that they had always maintained their independence and only sold parts of the company. However, he admitted to having issues with the content. He explained that content isn't selected based on personal preference but on its potential to rate well. Smith recalled the peak of the HBO era around 2017 when he moved to LA, stepping back from day-to-day operations but continuing to focus on news. He noted that VICE began to transition into a "woke" era, with young people writing content for their peers. He stated that while traffic was high, the older VICE audience, including himself, felt alienated.

VICE's Mistakes and the Impact of 'Woke' Content

Smith also mentioned one of their mistakes was not differentiating between VICE.com and VICE News. He admitted that they should have made the distinction clearer. He acknowledged the "go woke, go broke" phenomenon and expressed his surprise at some of the content produced. He explained that the younger, digital-consuming audience wanted such content, which posed a problem for the brand. Smith confessed that the situation became problematic, and neither they nor their corporate partners, like Disney, were in favor of the direction the content was taking. He described the situation as losing control, with thousands of employees producing numerous pieces daily, some of which were questionable.

Bottom Line

It's clear that the shift in VICE's content strategy to cater to a younger, "woke" audience played a significant role in the brand's decline. The failure to differentiate between its news and general content and the rapid pace of digital media changes further complicated matters. However, it's a reminder that understanding and catering to your audience is crucial, but so is maintaining a consistent brand identity. What are your thoughts on this issue? Do you think VICE could have handled the situation differently? Share this article with your friends and let's get the conversation started. Don't forget to sign up for the Daily Briefing, which is available every day at 6pm.