Vinyl Group tunes up its media play with launch of Vinyl Media

Vinyl Group, music company, is making a bold move into the media world, unveiling its new division, Vinyl Media. This initiative consolidates the company's growing stable of publications, both owned and licensed, under one banner, creating a potential powerhouse in the Australian media landscape.

Heading up this new venture is Joel King, Vinyl Group's recently appointed COO, who will serve as interim General Manager. The launch of Vinyl Media comes on the heels of several strategic acquisitions, most notably The Brag Media, which brought titles like Rolling Stone Australia and Variety Australia into the Vinyl Group fold. The company is also poised to finalize its purchase of Concrete Playground, the popular city guide that keeps audiences informed about events and happenings in key metropolitan areas across Australia and New Zealand.

Adding another dimension to its portfolio, Vinyl Group has inked a deal to bring Refinery29 back to Australian audiences. The women's lifestyle brand, formerly associated with Nine's Pedestrian Group, will find new life under the Vinyl Media umbrella.

But Vinyl Media is more than just a collection of publications. It's a strategic blend of content, creative talent, and event expertise. The division will leverage the combined strengths of The Brag Media's partnership team and the recently acquired Funkified events company, offering brands a unique platform to connect with audiences through culturally relevant experiences and live events.

Beyond its key acquisitions and partnerships, Vinyl Media also boasts a portfolio that includes The Music Network and Tone Deaf, and represents a variety of well-known brands, including Rotten Tomatoes, Bluesfest Byron Bay, Letterboxd, and Crunchyroll, giving it a broad reach across various demographics and interests.

Josh Simons, CEO of Vinyl Group, sees the launch of Vinyl Media as a significant step in the company's evolution. "This is about more than just owning publications," he explained. "It's about shaping the future of culture and media in Australia. We're building a platform for storytelling and engagement that will resonate with audiences across the country."