Pedestrian Group, Australia’s largest youth-focused publisher, has inked a multi-year deal with the world’s largest independent youth media company, VICE Media Group.

A global first for VICE Media Group, the long-term partnership means Pedestrian Group will not only be the exclusive publishing and commercial partner for VICE Australia but also launch Refinery29, the leading media and entertainment destination for women, in the Australia and New Zealand markets.

The deal has been months in the making, following a strategic review that led to Pedestrian Group’s decision to stop licensing POPSUGAR Australia after 12 years and cease its representation of Tinder’s commercial interests in the local market. Matt Rowley, CEO of Pedestrian Group, says VICE Australia and Refinery29 are the perfect addition to the Pedestrian Group portfolio.

“A year ago we held an internal strategic review that identified VICE and Refinery29 shaped spaces in our stable of brands; VICE to tell longer-form, in-depth stories of cultural significance and Refinery29 to address the issues and passions of young women in a voice that resonates now. We are beyond excited to invest the passion, creativity and scale of Pedestrian Group into VICE and Refinery29 in Australia and New Zealand, creating more great content for our readers and market-leading opportunities for clients.”

The editorial teams for both VICE Australia and the soon-to-be-launched Refinery29 Australia will operate separately under Pedestrian Group to preserve the uniqueness of both brands, according to Vanessa Lawrence, Publisher of Pedestrian Group.

“Our goal certainly isn’t to ‘Pedestrianise’ VICE and Refinery29; as is the case with all our brands, the secret to their success in helping shape culture is a very distinct voice and approach to content,” she says. “We can’t wait to get stuck in and build out editorial teams, initiatives and strategies that amplify the different identities of these two powerhouse brands, working closely with our new partners at VICE Media Group to do so.”

Myki Slonim, President, VICE Digital at VICE Asia Pacific, says: “We’re looking at a range of strategic partnerships around the region to build our brands in innovative ways and share our content to wider audiences. This partnership with Pedestrian Group is an incredible opportunity to establish Refinery29 in Australia, and build on VICE’s reputation for culture-defining storytelling.”

Simone Oliver, Global Editor-in-Chief of Refinery29, added: “We are so excited to expand Refinery29 into the Australian market. The ethos of this platform is to be able to create a space for women and for underrepresented voices to be seen and heard. Being able to make an impact on their lives and celebrate expression. We look forward to seeing how this platform is received here – and continuing to grow the Refinery audience.”

KEY DETAILS: 

• VICE Australia will begin operating under Pedestrian Group effective immediately, with local staff folding into the business. This includes VICE Senior Reporter (and 2019 Publish Awards Young Writer of the Year) Gavin Butler and Victoria Yelland Riddell, Commercial Lead for VICE & Refinery29, who will join the team led by Pedestrian Group Commercial Director Rachel Tikey
• Refinery29 Australia – which VICE Media Group acquired in October 2019 – will launch in the first half of 2021. Staff appointments and a number of exciting editorial and commercial initiatives will be announced shortly
• Pedestrian Group will invest over years in VICE Australia and Refinery29 Australia to grow the brands both editorially and commercially while working closely with VICE Media Group at a global level to ensure the voices of both brands remain distinct
• As per Nielsen’s December 2020 DCR, Pedestrian Group reaches 4.16 million Aussies per month and VICE Media Group reaches 1.18 million. In April 2020 – the last month VICE Australia was measured by Nielsen’s Digital Content Planning tool – there was only a 7.76% overlap between its audience and PEDESTRIAN.TV’s, so it’s expected the audiences will be largely additive
• VICE Media Group’s content partnership deal with public broadcaster SBS Australia, which was renewed in December last year, and its linear TV channel with SKY New Zealand remains unchanged
• VICE Media Group will continue to operate VICE World News in Australia and New Zealand, and the partnership doesn’t include VICE Media Group’s other lines of businesses including VIRTUE, VICE Studios, VICE Distribution and i-D.

**About Pedestrian Group**

Pedestrian Group is Australia’s leading youth-centred publisher, reaching a unique audience of more than 4.16 million Aussies per month, and more 18 to 39-year-olds than any other publisher*. It’s home to PEDESTRIAN.TV, Business Insider Australia, Lifehacker, Gizmodo and Kotaku, as well as the American Express Open Air Cinemas. It’s wholly owned by Nine, Australia’s largest and most diverse media company.  

*Nielsen Digital Content Ratings, Monthly Tagged, December 2020, All Brands, Text, People 2+, Census

**About VICE Media Group**

VICE Media Group is the world’s largest independent youth media company. Launched in 1994, VICE has offices in 35 cities across the globe with a focus on five key businesses: VICE.com, an award-winning international network of digital content; VICE STUDIOS, a feature film and television production studio; VICE TV, an Emmy-winning international television network; a Peabody award-winning NEWS division with the most Emmy-awarded nightly news broadcast; and VIRTUE, a global, full-service creative agency with 25 offices around the world. VICE Media Group’s portfolio includes Refinery29, the leading global media and entertainment company focused on women; PULSE Films, a London-based next-generation production studio with outposts in Los Angeles, New York, Paris and Berlin and i-D, a global digital and bimonthly magazine defining fashion and contemporary culture.

For media enquiries or interviews please contact:

Nic Christensen,
Head of Corporate Affairs, Nine
E: nchristensen@nine.com.au

Laura Misselbrook,
Global Comms, VICE Media Group 
E: laura.misselbrook@vice.com

Monday, 15 March, 2021