Complex (magazine)
Complex (magazine)
Editor | Damien Scott |
---|---|
Categories | News, entertainment, pop culture |
Frequency | Bi-monthly |
Publisher | Rich Antoniello (CEO, Complex Networks)[1] |
Total circulation(2012) | 500,000[2] |
Founder | Marc Ecko |
Year founded | 2002 |
Final issue | December 2016/January 2017 (print) |
Company | Complex Media Inc.(Verizon Hearst Media Partners) |
Country | United States |
Based in | New York City |
Language | English |
Website |
Complex is an American New York-based media platform for youth culture which was founded as a bi-monthly magazine by fashion designer Marc (Ecko) Milecofsky.[3] Complex reports on trends in style, pop culture, music, sports and sneakers with a focus on streetwear, sneaker culture, hip hop, and graphic art. Complex reached over 90 million unique users per month in 2013,[4] across its owned and operated and partner sites, socials and YouTube channels.[5][6] The print magazine ceased publication with the December 2016/January 2017 issue.[7]
Complex has been named by Business Insider as one of the Most Valuable Startups in New York,[8] and Most Valuable Private Companies in the World.[9] Complex CEO Rich Antoniello was named among the Silicon Alley 100.[10] In 2012, the company launched Complex TV, an online broadcasting platform; in 2016, it became a joint-venture subsidiary of Verizon and Hearst.[11]
Editor | Damien Scott |
---|---|
Categories | News, entertainment, pop culture |
Frequency | Bi-monthly |
Publisher | Rich Antoniello (CEO, Complex Networks)[1] |
Total circulation(2012) | 500,000[2] |
Founder | Marc Ecko |
Year founded | 2002 |
Final issue | December 2016/January 2017 (print) |
Company | Complex Media Inc.(Verizon Hearst Media Partners) |
Country | United States |
Based in | New York City |
Language | English |
Website |
History
Complex was established in 2002[12] by the founder of the Eckō Unltd. brand, Marc Ecko, as a print magazine aimed at providing young males a report of the latest in hip hop, fashion and pop culture without regard to race.[3] The name Complex evolved from a slogan developed to promote the Eckō Unltd. website: "Ecko.complex".[13] The idea was to create a men's magazine that combined Eckō's streetwear and hip hop attitude along with the style of Japanese men's magazines by providing consumer guides. This was achieved by creating a magazine in two sections: one traditional magazine, and the other a shopping guide.
In 2005, Complex was joined by the former senior editor of Vibe magazine, Noah Callahan-Bever. He became editor-in-chief and chief content officer a year later; a position he still retains as of February 2014.[14] By 2006, Complex had begun to turn a profit which allowed the magazine to consider an expansion of their online presence. In April 2007, Complex soft-launched a media network with four websites: NahRight, Nice Kicks, SlamxHype and MoeJackson.[15]
Complex
In September 2007, Complex launched Complex Media in order to fully capitalize on the trend toward digital content.[16] In 2010, ad sales grew 154%.[17] According to comScore, Complex got 12 million unique hits in March 2012. This encouraged large brands such as Coors, AT&T, Ford, McDonald's, Nike, Adidas and Apple to advertise within the collective. Complex now includes over 100 sites.[3]
In 2011, Complex acquired Pigeons & Planes, an indie music and rap blog, and brought their total sites to 51 with monthly traffic of 25 million uniques.[18] In 2012, Complex launched Four Pins, a humorous menswear site, edited by Fuck Yeah Menswear author Lawrence Schlossman;[19] Sneaker Report, a performance footwear site;[20] and First We Feast, a food culture site edited by former Time Out New York food editor Chris Schonberger.[21] In 2013, Complex launched the dance music site Do Androids Dance[22] and Green Label, a branded content site presented by Mountain Dew.[23] That year, Complex also acquired the sneakerhead culture magazine and website Sole Collector.[24]
In August 2014, Complex ranked #3 in the United States in a ComScore survey of unique visitors between the ages of 18 and 34 with 20.3 million in that demographic per month.[29]
In January 2015, Complex announced its acquisition of Collider, the online source for movies, television, breaking news, incisive content, and imminent trends. Collider.com reaches over 3 million monthly unique readers (comScore, December 2014) powered by a team of ten writers, including founder and Editor in Chief Steve Weintraub. In February 2018, Complex sold Collider.com to former head-of-video Marc Fernandez.[30][31]
Funding
In 2009, Complex raised $12.8 million from Accel Partners and Austin Ventures.[34]
In September 2013, Complex secured $25 million in a second round of funding from Iconix Brand Group, who own Rocawear, Starter, Eckō Unltd. and Umbro, among others.[35]
Verizon Hearst Media Partners subsidiary (2016–present)
On April 18, 2016, Complex was acquired by a joint venture of Hearst Communications and Verizon Communications, Verizon Hearst Media Partners. The venture emphasized a goal of building "a portfolio of the emerging digital brands of the future for the millennial and Gen-Z audience", and proposed that Complex would develop content for Verizon-owned AOL and go90.[36]
Covers
Complex became known early on for its double-sided covers and split format.[37] Complex covers often combined celebrities from across music, film and sports. For example, Mos Def and David Bowie appeared together on the cover of the August/September 2003 issue. Some of Complex's early covers included Nas (May 2002), Tony Hawk and Xzibit (June/July 2002), Ludacris and Dale Earnhardt Jr. (April/May 2003), and Mos Def and David Bowie (August/September 2003). In 2007, Complex gave Kim Kardashian her first-ever magazine shoot and cover.[38] Complex has since expanded to interactive digital covers.[39]
Complex TV
Complex TV launched in 2012 as an online broadcaster of original content.
Nathan Brown, a long-time video development and production executive, serves as general manager of Complex TV and Video.[40] In December 2013, a subsidiary of Complex TV, Complex News, was launched, focusing on day-to-day news.[4][41][42] In 2014, Pluto.tv added Complex Media as a content partner.[5] Complex Content Studio is supported by an 18-person editorial team.[43] On November 10, 2017, a block of Complex TV series began airing on the U.S cable network Fuse under the Complex x Fuse banner.[44][45]
Magnum Opus
Everyday Struggle
Hot Ones
Quickstrike
Fashion Bros!
Desus vs. Mero
This Week on Netflix
Mero in the Wild
The Neighborhood
The Combat Jack Show
Complex Individuals
No Debate
Ratchet News Network
Trailer Hitch
DJBooth
The Process
First Look
Riff Raff Realm
Complex Kids
Tracking
Cut & Show
C-List
TBT
Overcranked
Sneaker Shopping
Full Size Run
In 2014, Complex won "Best Original Non-Scripted Video Series" at the Digiday Video Awards for "Magnum Opus".[48]
Key staff and contributors
Rich Antoniello, CEO[15]
Noah Callahan-Bever, Editor-in-Chief and Chief Content Officer[37]
Moksha Fitzgibbons, Chief Revenue Officer[49]
Scott Cherkin, EVP, Product & Business Development[50]
Coltrane Curtis, editor
Brent Rollins, Creative Director[51]
Joe LaPuma, SVP of Content Strategy[52]
Russ Bengtson, Editor of Sneakers
Brand partnerships
In 2013, Digiday stated Complex was one of the publishers that "acts like an agency" based on their branded content and brand partnerships.[55] In 2013 alone, Complex created an average of 47 pieces of content a month on behalf of major brands, including McDonald's, Gillette, Levi's, Toyota, Adidas and others.[55] It also partnered with PepsiCo to launch GreenLabel.com, a Mountain Dew-branded lifestyle site that's staffed by Complex's editorial employees. Green Label currently attracts over twice as much traffic as MountainDew.com.[55] Later in 2013, Complex worked with Dr. Pepper to a series of videos aimed at young males featuring producer/songwriter The-Dream.[56]
Awards
In 2011, Complex was named one of "The 30 Most Valuable Internet Startups In New York" by Business Insider.[8] The following year Complex was named one of "The Most Valuable, Private Companies In The World" with an estimated valuation of $250 million.[9]
In 2014, Complex won "Best Original Non-Scripted Video Series" at the Digiday Video Awards for "Magnum Opus".[48]
In 2015, Complex won "Best Video Destination – Entertainment for Complex TV" at the Digiday Video Awards.[57]
Controversies
Lil Wayne and Jay-Z
In the December/January 2007 issue, Lil Wayne announced that he had superseded Jay-Z: "It's not your house anymore and I'm better than you," Lil Wayne said. Jay-Z responded shortly after, discouraging Lil Wayne from smoking "cannabis" on a guest verse on rapper T.I.'s song "Watch What You Say". Lil Wayne responded on a track called "Beat Without Bass", by the rapper Freekey Zekey, saying: "You old-ass rappers better stay on tour. You're like forty-four, I got a.44, I'm twenty-four. I could murk you and come home when I'm forty-four."[58]
Kim Kardashian photo
In 2009, AnimalNewYork.com reported that Complex had posted a digitally unenhanced version of April/May issue cover star Kim Kardashian. Complex swapped the enhanced image on their site, but not before the unenhanced version had gone viral. Kardashian responded to the incident on her blog, saying: "So what: I have a little cellulite. What curvy girl doesn't!?"[59] She went on to say that she was "proud" of her body, posting behind-the-scenes pictures of the shoot on her website.[60] The incident was covered by a variety of online publications including Huffington Post, NY Daily News, Business Insider, Gawker, and others.[60][61]
Uncovering the whereabouts of Earl Sweatshirt
In 2011, Odd Future member Thebe Kgositsile, better known by his stage name Earl Sweatshirt, had discontinued making public appearances with the group and making music entirely. His whereabouts remained a mystery with various outlets reporting different stories. In 2011, Complex was the first to report the true location of the missing member of Odd Future. He had been checked into Coral Reef Academy in Samoa, a retreat for at-risk boys. Earl Sweatshirt eventually returned to the United States in 2012.[62][63][64]
Pyrex Vision
In January, 2013, Four Pins broke the news that the streetwear clothing line of Kanye West's creative director Virgil Abloh had screenprinted blank flannel shirts made by the Rugby Ralph Lauren brand and re-sold them for 700% mark-up, suggesting that some stores had marketed the shirts by photoshopping the Rugby tags out of the images on their online stores.[65][66][67]
Balthazar bathroom attendant scandal
On November 4, 2013, FirstWeFeast broke news that the proprietor of popular Soho brasserie Balthazar, Keith McNally, would continue employing his bathroom attendants in a different capacity after previously stating they would be relieved of their jobs. The CEO of Business Insider, Henry Blodget, had initially prompted their dismissal in a blog post on his website, but following the deluge of press about the firings, McNally told FirstWeFeast they would remain employees of Balthazar.[68][69][70]
Wale threatens Complex staff
On December 11, 2013, Complex writer Insanul Ahmed received a call from rapper Wale complaining that his latest album, The Gifted, had not been included on Complex's "50 Best Albums of 2013" list.[71] A portion of the conversation was recorded and posted on the Complex website and on Complex TV on December 13. Wale could be heard threatening: "Get the security ready." According to Complex, Wale refused requests to meet, but he did post a humorous Instagram video that day which made light of the situation. Wale, later appearing on Hot97, said that his fall-out with Kid Cudi had something to do with the snub, and that he was not "begging Williamsburg hipsters" to like his music.[72][73][74][75][76] Wale was referring to the October/November 2010 issue of Complex in which Kid Cudi said: "We don't fuck with you musically." The quote quickly went viral.[77]
See also
Ego Trip
Stüssy
The Hundreds
Vice Media
Supreme