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Complex Networks

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This article is about an American media and entertainment company. Not to be confused withcomplex networksorComplexly.

Complex Networksis an American media and entertainment company foryouth culture,based inNew York City.[6]It was founded as a bi-monthly magazine,Complex,by fashion designerMarc (Ecko) Milecofsky.[7][8][9]Complex Networks reports on popular and emerging trends in style, sneakers, food, music, sports andpop culture.[10]Complex Networks reached over 90 million unique users per month in 2013[11]across its owned and operated and partner sites, socials andYouTubechannels.[12][13]The print magazine ceased publication with the December 2016/January 2017 issue.[14]Complex currently has 6.02 million subscribers and 1.8 billion total views on YouTube.[15]As of 2019,the company's yearly revenue was estimated to be US$200 million, 15% of which came from commerce.[16]

Complex Networks
FormerlyComplex
Company typeSubsidiary
Industry
PredecessorComplex(magazine) (last issue: December 2016/January 2017)
Founded2002;22 years ago(2002)
FoundersMarc Ecko
Headquarters
New York City
,
U.S.
Area served
Worldwide
Key people
  • Aaron Levant (CEO)[1]
  • Noah Callahan-Bever (Chief Content Officer)[2]
  • Aria Hughes (Editor-in-Chief)[3]
  • Donnie Kwak (GM)[4]
  • Joe LaPuma (SVPcontent strategy) Aleksey Baksheyev (CTO, Head of Product)[5]
ParentNTWRK
Websitecomplexnetworks

Complex Networks has been named byBusiness Insideras one of the Most Valuable Startups in New York,[17]and Most Valuable Private Companies in the World.[18]Complex NetworksCEORich Antoniello was named among the Silicon Alley 100.[19]In 2012, the company launched Complex TV, an online broadcasting platform.

In 2016, it became ajoint-ventureofVerizonandHearst.[20]Subsequently in 2021,BuzzFeed, Inc.announced the acquisition of the company.[21]In 2024, NTWRK acquired Complex Networks from BuzzFeed for $108 million.[22]

History

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Complexwas established in 2002[23]by the founder of theEckō Unltd.brand,Marc Ecko,as a print magazine aimed at providing young men a report of the latest inhip hop,fashionandpop culturewithout regard to race.[9]The nameComplexevolved from a slogan developed to promote the Eckō Unltd. website: "Ecko plex".[24]The idea was to create a men's magazine that combined Eckō'sstreetwearand hip hop attitude along with the style of Japanese men's magazines by providingconsumerguides. This was achieved by creating a magazine in two sections: one traditional magazine, and the other a shopping guide.

In 2005,Complexwas joined by senior publishing executive turned future CEO, Rich Antoniello[25]and the former senior editor ofVibemagazine,Noah Callahan-Bever, who becameeditor-in-chiefandchief content officera year later.[26]By 2006,Complexhad begun to turn a profit which allowed the magazine to consider an expansion of their online presence. In April 2007,Complexsoft-launched a media network with four websites: NahRight, Nice Kicks, SlamxHype and MoeJackson.[25]

Complex

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In September 2007, Complex launched Complex Media in order to fullycapitalizeon the trend toward digital content.[27]In 2010, ad sales grew 154%.[28]According tocomScore,Complexgot 12 million unique hits in March 2012. This encouraged large brands such asCoors,AT&T,Ford,McDonald's,Nike,AdidasandAppleto advertise within the collective.Complexnow includes over 100 sites.[9]

In 2011, Complex acquiredPigeons & Planes,an indie music and rapblog,and brought their total sites to 51 with monthly traffic of 25 million uniques.[29]In 2012, Complex launched Four Pins, a humorous menswear site, edited by Fuck Yeah Menswear author Lawrence Schlossman;[30]Sneaker Report, a performance footwear site;[31]andFirst We Feast,a food culture site edited by formerTime Out New Yorkfood editor Chris Schonberger.[32]In 2013, Complex launched the dance music site Do Androids Dance[33]and Green Label, a branded content site presented byMountain Dew.[34]That year, Complex also acquired thesneakerhead culturemagazine and websiteSole Collector.[35]

On November 4, 2013,Complexpremiered a new logo and cover design onInstagramthat would appear online, as well as on the December 2013Eminemcover issue.[36][37]

In 2013, Complex partnered with Mountain Dew to launch "Green Label"an entertainment and culture website.[38]In 2014, Complex launched anNBA-themed website called "Triangle Offense" in a partnership withBacardirum.[39]

In August 2014, Complex ranked #3 in the United States in aComScoresurvey of unique visitors between the ages of 18 and 34 with 20.3 million in thatdemographicper month.[40]In January 2015, it announced its acquisition ofCollider,the online source for movies, television, breaking news, incisive content, and imminent trends. Collider 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,Complexsold Collider to former head-of-video Marc Fernandez.[41][42]

In 2015, Do Androids Dance was merged into Complex.[43]In 2016, Four Pins was closed.[44]

Funding

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In 2009, Complex raised $12.8 million from Accel Partners and Austin Ventures.[45]In September 2013, it secured $25 million in a second round of funding fromIconix Brand Group,who ownRocawear,Starter,Eckō Unltd.andUmbro,among others.[46]

Verizon Hearst Media Partners subsidiary

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On April 18, 2016, Complex was acquired by a joint venture ofHearst CommunicationsandVerizon Communications,Verizon Hearst Media Partners. The venture emphasized a goal of building "a portfolio of the emerging digital brands of the future for themillennialandGen-Zaudience ", and proposed that Complex would develop content for Verizon-ownedAOLandgo90.[47]

After a failure to reach expectations, on June 29, 2018, Verizon announced that go90 would shut down.[48]

Covers

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Complexbecame known early on for its double-sided covers and split format.[49]Complexcovers often combined celebrities from across music, film and sports. Some ofComplex'searly covers includedNas(May 2002),Tony HawkandXzibit(June/July 2002),LudacrisandDale Earnhardt Jr.(April/May 2003), andMos DefandDavid Bowie(August/September 2003). In 2007,ComplexgaveKim Kardashianher first-ever magazine shoot and cover.[50]

Complexhas since expanded to interactive digital covers.[51]In September 2019, the American rapperKid Cudiand the Japanese designerNigowere interviewed byComplexand also appeared jointly on a digital cover and told the stories of their careers and rise in the entertainment and streetwear industries.[52][53]

Complex shows

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Complex TVlaunched in 2012 as an online broadcaster of original content. Nathan Brown, a long-time video development and production executive, serves asgeneral managerof Complex TV and Video.[54]In December 2013, a subsidiary of Complex TV, Complex News, was launched, focusing on day-to-day news.[11][55][56]In 2014,Pluto.tvadded Complex Media as a content partner.[12]Complex Content Studio is supported by an 18-personeditorialteam.[57] According to WNIP source, "by 2016, Complex Networks had shifted 80% of its content budget to video and was launching dozens of individual shows under Complex's YouTube channel and a number of spin-off properties".[58] On November 10, 2017, a block of Complex TV series began airing on the U.S. cable networkFuseunder theComplex x Fusebanner.[59][60]

Complex Networks has produced more than two dozen original shows,[61][62]which includeHot OnesandDesus vs. Mero.

Podcasts

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Complex Networks launched three original podcasts at the end of 2019 in collaboration with a Swedish podcast firm Acast.Watch Less,covering such topics as movies and pop culture, hosted by Khris 'Khal' Davenport and Frazier Tharpe.The Complex Sports Podcast(formerly Load Management), hosted by Zach 'Chopz' Frydenlund, Zion Olojede, and Adam Caparell discusses sports and sports culture.[63]The Complex Sneakers Podcastcovers the history and present day of sneaker culture and is hosted by Joe La Puma, Matthew Welty, and Brendan Dunne.[64]

ComplexCon

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In Spring 2016, Complex Networks announced a new project, "ComplexCon", an annual festival in the form of thematics exhibitions, music concerts, discussion panels, streetwear culture, and content related topop cultureand mass audience entertainment. The first two-day event took place at theLong Beach Convention and Entertainment CenterinLong Beach, CAin November 2016 and featured performances by Snoop Dogg, Skrillex, Kid Cudi, and more.[65][66][67]In 2019 the festival was held twice. The first event took place atMcCormick PlaceinChicago,IL in collaboration with a focus on local artists, designers, and musicians.[68]The second festival occurred in the traditional Long Beach, CA location and included appearances bySelena Gomez,LL Cool J,Lil Kim,Offset,Kid Cudi,Lil Yachty,Timothée Chalamet,Yara ShahidiandTyga.These virtual and in-person events have drawn in large crowds of young adults who relate and connect with the growing streetwear and rising hip-hop artists.[69]

ComplexLand

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In lieu of ComplexCon during theCOVID-19pandemic, Complex Networks launched a five-day virtual festival named "ComplexLand" in December 2020. The game took place in a video game format where users could visit virtual shops and order products that would be shipped to them in real life. Players could also access video content such as panels and performances. The event included virtual appearances byT-Pain,Fat Joe,Lil Yachty,Jack Harlow,andDonatella Versace.The interactive experience was accessible through web browser and was developed by Jam3 in WebGl.[70][71]

The Complex Shop

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In December 2019, Complex Networks launched an online store called the Complex Shop. At launch, the store included items from 70 different clothing brands, including some exclusive collaborations.[72]

The store also carries merchandise from Complex's various brands and content.[73]

The Complex Shop has partnered with the Google News Initiative to measure audience engagement and consumer behavior.[73]They also partnered with Neighborhood Spot[74]and UNION x Dodgers to sell branded products.[75]

Brand partnerships

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In 2013, Digiday stated Complex was one of the publishers that "acts like an agency" based on their branded content and brand partnerships.[76]In 2013 alone, Complex created an average of 47 pieces of content a month on behalf of major brands, includingMcDonald's,Gillette,Levi's,Toyota,Adidasand others.[76]It also partnered withPepsiCoto launch GreenLabel, aMountain Dew-branded lifestyle site that's staffed by Complex's editorial employees. Green Label currently attracts over twice as much traffic as MountainDew.[76]Later in 2013, Complex worked with Dr. Pepper to a series of videos aimed at young males featuring producer/songwriterThe-Dream.[77]

Awards

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Year From Award For
2011 Business Insider The 30 Most Valuable Internet Startups In New York[17]
2014 DigidayVideo Awards Best Original Non-Scripted Video Series "Magnum Opus"[78]
2015 DigidayVideo Awards Best Video Destination – Entertainment for Complex TV[79]
2018 2018 Webby Awards Best Web Personality/Host Sean Evans – First We Feast's "Hot Ones"[80]
2019 2019 Webby Awards Video: Fashion & Beauty "Sneaker Shopping"[81]
2019 2019 Webby Awards Video: Food & Drink First We Feast's "Hot Ones"[82]
2019 BETHip-Hop Awards 2019 Best Hip-Hop Online Site/App (winner) Complex[83]
2019 James Beard Foundation Awards2019 Online Video, on Location (winner) First We Feast's "Food Skills: The Mozzarella Kings of New York"[84]
2020 AdAgeBest Experiential of 2020 Best Streetwear Summit (winner) [85]
2020 Fast CompanyMost Innovative Companies 2020 Most Innovative Media Company (winner) [86]
2021 32nd GLAAD Media Awards Outstanding Online Journalism - Video or Multimedia "Stop Killing Us: Black Transgender Women's Lived Experiences"[87]

Controversies

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Kim Kardashian photo

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In 2009, AnimalNewYork reported thatComplexhad posted a digitally unenhanced version of April/May issue cover starKim Kardashian.Complexswapped 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!?"[88]She went on to say that she was "proud" of her body, posting behind-the-scenes pictures of the shoot on her website.[89]The incident was covered by a variety of online publications includingHuffington Post,NY Daily News,Business Insider,Gawker,and others.[89][90]

Wale threatensComplexstaff

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On December 11, 2013,Complexwriter Insanul Ahmed received a call from rapperWalecomplaining that his latest album,The Gifted,had not been included onComplex's"50 Best Albums of 2013" list.[91]A portion of the conversation was recorded and posted on theComplexwebsite and on Complex TV on December 13. Wale could be heard threatening: "Get the security ready." According toComplex,Wale refused requests to meet, but he did post a humorousInstagramvideo that day which made light of the situation. Wale, later appearing onHot97,said that his fall-out withKid Cudihad something to do with the snub, and that he was not "begging Williamsburg hipsters" to like his music.[92][93][94][95][96]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.[97]

See also

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References

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