Complex Networks is an American media and entertainment company for youth culture, based in New York City. It was founded as a bi-monthly magazine, Complex, by fashion designer Marc (Ecko) Milecofsky. Complex Networks reports on popular and emerging trends in style, sneakers, food, music, sports and pop culture. Complex Networks reached over 90 million unique users per month in 2013 across its owned and operated and partner sites, socials and YouTube channels. The print magazine ceased publication with the December 2016/January 2017 issue. Complex currently has 6.02 million subscribers and 1.8 billion total views on YouTube. As of 2019,[update] the company's yearly revenue was estimated to be US$200 million, 15% of which came from commerce.
|Predecessor||Complex (magazine) (last issue: December 2016/January 2017)|
Complex Networks has been named by Business Insider as one of the Most Valuable Startups in New York, and Most Valuable Private Companies in the World. Complex Networks CEO Rich Antoniello was named among the Silicon Alley 100. In 2012, the company launched Complex TV, an online broadcasting platform.
Complex was established in 2002 by the founder of the Eckō Unltd. brand, Marc Ecko, as a print magazine aimed at providing young men a report of the latest in hip hop, fashion and pop culture without regard to race. The name Complex evolved from a slogan developed to promote the Eckō Unltd. website: "Ecko.complex". 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 senior publishing executive turned future CEO, Rich Antoniello and the former senior editor of Vibe magazine, Noah Callahan-Bever, who became editor-in-chief and chief content officer a year later. 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.
In September 2007, Complex launched Complex Media in order to fully capitalize on the trend toward digital content. In 2010, ad sales grew 154%. 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.
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. In 2012, Complex launched Four Pins, a humorous menswear site, edited by Fuck Yeah Menswear author Lawrence Schlossman; Sneaker Report, a performance footwear site; and First We Feast, a food culture site edited by former Time Out New York food editor Chris Schonberger. In 2013, Complex launched the dance music site Do Androids Dance and Green Label, a branded content site presented by Mountain Dew. That year, Complex also acquired the sneakerhead culture magazine and website Sole Collector.
In 2013, Complex partnered with Mountain Dew to launch "Green Label" an entertainment and culture website. In 2014, Complex launched an NBA-themed website called "Triangle Offense" in a partnership with Bacardi rum.
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. In January 2015, it 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.
In 2009, Complex raised $12.8 million from Accel Partners and Austin Ventures. In September 2013, it secured $25 million in a second round of funding from Iconix Brand Group, who own Rocawear, Starter, Eckō Unltd. and Umbro, among others.
Verizon Hearst Media Partners subsidiary edit
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.
After a failure to reach expectations, on June 29, 2018, Verizon announced that go90 would shut down.
Complex became known early on for its double-sided covers and split format. 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.
Complex has since expanded to interactive digital covers. In September 2019, the American rapper Kid Cudi and the Japanese designer Nigo were interviewed by Complex and also appeared jointly on a digital cover and told the stories of their careers and rise in the entertainment and streetwear industries.
Complex shows edit
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. In December 2013, a subsidiary of Complex TV, Complex News, was launched, focusing on day-to-day news. In 2014, Pluto.tv added Complex Media as a content partner. Complex Content Studio is supported by an 18-person editorial team. 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". 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.
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. The Complex Sneakers Podcast covers the history and present day of sneaker culture and is hosted by Joe La Puma, Matthew Welty, and Brendan Dunne.
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 to pop culture and mass audience entertainment. The first two-day event took place at the Long Beach Convention and Entertainment Center in November 2016 and featured performances by Snoop Dogg, Skrillex, Kid Cudi and more. In 2019 the festival was held twice. The first event took place at McCormick Place in collaboration with a focus on local artists, designers and musicians. The second festival occurred in the traditional Long Beach, CA and included appearances by Selena Gomez, LL Cool J, Lil Kim, Offset, Kid Cudi, Lil Yachty, Timothée Chalamet, Yara Shahidi and Tyga. These events, both virtual and in-person have managed to draw in large crowds of young adults who relate and connect with the growing street wear and rising hip-hop artists.
In lieu of ComplexCon during the COVID-19 pandemic, 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 by T-Pain, Fat Joe, Lil Yachty, Jack Harlow, and Donatella Versace. The interactive experience was accessible through web browser and was developed by Jam3 in WebGl.
The Complex Shop edit
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.
The store also carries merchandise from Complex's various brands and content.
The Complex Shop has partnered with the Google News Initiative to measure audience engagement and consumer behavior. They also partnered with Neighborhood Spot and UNION x Dodgers to sell branded products.
Brand partnerships edit
In 2013, Digiday stated Complex was one of the publishers that "acts like an agency" based on their branded content and brand partnerships. 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. 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. Later in 2013, Complex worked with Dr. Pepper to a series of videos aimed at young males featuring producer/songwriter The-Dream.
|2011||Business Insider||The 30 Most Valuable Internet Startups In New York|
|2014||Digiday Video Awards||Best Original Non-Scripted Video Series||"Magnum Opus"|
|2015||Digiday Video Awards||Best Video Destination – Entertainment for Complex TV|
|2018||2018 Webby Awards||Best Web Personality/Host||Sean Evans – First We Feast's "Hot Ones"|
|2019||2019 Webby Awards||Video: Fashion & Beauty||"Sneaker Shopping"|
|2019||2019 Webby Awards||Video: Food & Drink||First We Feast's "Hot Ones"|
|2019||BET Hip-Hop Awards 2019||Best Hip-Hop Online Site/App (winner)||Complex|
|2019||James Beard Foundation Awards 2019||Online Video, on Location (winner)||First We Feast's "Food Skills: The Mozzarella Kings of New York"|
|2020||AdAge Best Experiential of 2020||Best Streetwear Summit (winner)|||
|2020||Fast Company Most Innovative Companies 2020||Most Innovative Media Company (winner)|||
|2021||32nd GLAAD Media Awards||Outstanding Online Journalism - Video or Multimedia||"Stop Killing Us: Black Transgender Women's Lived Experiences"|
Kim Kardashian photo edit
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!?" She went on to say that she was "proud" of her body, posting behind-the-scenes pictures of the shoot on her website. The incident was covered by a variety of online publications including Huffington Post, NY Daily News, Business Insider, Gawker, and others.
Wale threatens Complex staff edit
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. 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. 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.
See also edit
- Dumenco, Simon (July 21, 2009). "The Print Guy Who's Going 45% Digital". Ad Age. Retrieved February 9, 2014.
- Spangler, Todd (March 29, 2018). "Complex Networks Taps Bauer Xcel Media's Christian Baesler as President".
- Peterson, Tim (November 4, 2019). "Complex is branching into product development". Digiday.
- "Besla: Endi Piper, Esq".
- "Complex Hires Key Execs On Production, Marketing, And Branded Content Teams". August 12, 2019.
- Bromwich, Jonah E. (March 12, 2020). "There Are Too Many Celebrities. Here's How We're Dealing With Them as a Society". The New York Times.
- Rys, Dan (September 17, 2020). "Complex Names Maurice Peebles New Editor-In-Chief". Billboard.
- "Complex Networks Taps GMs To Align Creative, Business Efforts". mediapost.com. Retrieved April 10, 2021.
- Tartaglione, Nancy (March 12, 2020). "Complex Networks Names Nick Wang Head Of International Business Development". Deadline. Retrieved April 10, 2021.
- Spangler, Todd (September 14, 2016). "Verizon, Hearst Form 'Complex Networks' Digital-Video Business, Headed by Rich Antoniello". Retrieved March 17, 2020.
- Rys, Dan (December 7, 2016). "Complex Media Shutters Print Magazine After 14 Years". Billboard.
- FolioMag: Complex Shuts Down Print Magazine
- Sternberg, Josh (April 30, 2012). "How Complex Straddles The Ad Network Publisher Divide". Digiday. Retrieved February 9, 2014.
- "Complex Networks Partners With Bonsai To Launch The Complex SHOP, A Curated Marketplace That Seamlessly Blends Content And Commerce". prnewswire.com (Press release).
- Spangler, Todd (December 6, 2013). "Complex Expands to Give Dudes Their Due". Variety. Retrieved February 9, 2014.
- Robbins, Roni. "Pluto.TV Expands Its Lineup of Web Channels, Including Complex Boosts programming as it takes on traditional TV". AdWeek.
- "Premium Content Creators AOL, Network A, Complex, Deca, Maker Studio & Whalerock Bring Original Series & Video Libraries to Dailymotion". Daily Motion. Archived from the original on September 21, 2014.
- Tyler McCall (December 8, 2016). "Complex to end print publication". Fashionista. Retrieved January 15, 2017.
- "Complex". YouTube. Retrieved January 21, 2020.
- "Complex launching new sneaker marketplace called Sole Collector".
- "The 30 Most Valuable Internet Startups in New York". Business Insider. Retrieved February 9, 2014.
- Shontell, Alyson. "DIGITAL 100 REVISED: The Most Valuable, Private Companies In The World". Business Insider. Retrieved February 9, 2014.
- Rose Rickey, Megan. "SA 100 2013: The Coolest People in New York Tech". Business Insider. Retrieved February 9, 2014.
- "Verizon Hearst Media Partners - Hearst". Retrieved November 21, 2016.
- "BuzzFeed Announces Acquisition of Complex Networks, Joining BuzzFeed, BuzzFeed News, HuffPost, and Tasty". Business Wire. June 24, 2021.
- Allard, Greg (October 3, 2015). "The Top 20 Selling Fashion Magazines". Tune Groover. Retrieved September 18, 2016.
- Kenner, Rob. "The Oral History of Complex". Complex. Complex Media. Retrieved February 9, 2014.
- Staff (September 26, 2006). "Complex Names New Editor-in-Chief". New York Observer. Retrieved February 9, 2014.
- Chowdry, Amit. "Accel Partners and Austin Ventures Invest $12.8 Million in Marc Ecko's Complex Media". Pulse 2.0. Archived from the original on September 19, 2016. Retrieved February 9, 2014.
- Flamm, Matthew (December 30, 2010). "Web network boosts Complex Media". Crain's. Retrieved February 9, 2014.
- Moses, Lucia. "Complex Media Network Relaunches Flagship Site". AdWeek.
- Caramanica, Jon (November 14, 2012). "Hip-Hop Comes to Men's Wear". The New York Times. Retrieved February 9, 2014.
- Bengston, Russ. "Introducing Sneaker Report". Complex. Complex Media. Retrieved February 9, 2014.
- Merwin, Hugh (October 10, 2012). "Complex Launches Food Section, 'First We Feast'". Grub Street. Retrieved February 9, 2014.
- Confusion (January 7, 2013). "Complex Launches Do Androids Dance, a New EDM Site". Pigeons & Planes. Retrieved February 9, 2014.
- Elliott, Stuart (April 26, 2013). "Brought to You by Mountain Dew". The New York Times. Retrieved February 9, 2014.
- Rose Dickey, Megan (March 14, 2013). "How This Guy Turned His Shoe Obsession Into A Prime Acquisition Target". Business Insider. Retrieved February 9, 2014.
- Bhuiyan, Johana. "Complex Media gets a new logo and identity". Capital New York. Retrieved February 9, 2014.
- "Noah Callahan-Bever on Eminem's Limited 1992 Edition Cover". Youtube. 2013. Archived from the original on November 7, 2021. Retrieved February 9, 2014.
- Elliott, Stuart (April 23, 2013). "Brought to You by Mountain Dew". The New York Times.
- "Bacardi Signs As Exclusive Sponsor Of New NBA Lifestyle Website From ComplexMedia". Sports Business Daily. April 18, 2014.
- McDermott, John. "Turns out traditional publishers do just fine with millennials". Digiday.
- "Complex Buys Fanboy Site Collider for Growing Media Network Reorienting Toward Video". Ad Age. Advertising Age. January 23, 2015.
- "Complex Media Sells Entertainment Site Collider (Exclusive)". The Hollywood Reporter. Retrieved March 1, 2018.
- Buerger, Megan (February 12, 2015). "Dance Site Do Androids Dance to Merge with Complex". Billboard.
- Wolf, Cameron (December 18, 2015). "Menswear Blog Four Pins Is Shutting Down". Racked.
- Kee, Tameka (December 4, 2009). "Updated: Marc Ecko's Complex Media Gets $12.8 Million, Spins Off Into Standalone Company". Gigaom.
- Shontell, Alyson. "Complex Media Raises $25 Million From The Powerhouse Behind Umbro And Rocawear, Iconix Brand Group". Business Insider. Retrieved February 9, 2014.
- "Verizon, Hearst to Acquire Complex Media". Variety. April 18, 2016. Retrieved March 21, 2017.
- Spangler, Todd (June 28, 2018). "Verizon Is Shutting Down Go90, Its Ill-Fated Mobile Video Service". Variety. Retrieved June 29, 2018.
- Hirschman, David. "So what do you do, Noah Callaghan-Bever, EIC, Complex?". mediabistro. Archived from the original on February 24, 2014. Retrieved February 9, 2014.
- Denver, Nate. "Kim Kardashian: Almost Famous (2007 Cover Story & Gallery)". Complex. Complex Media. Retrieved February 13, 2014.
- "Digital Covers". Complex.
- "DailyRapFacts: Kid Cudi has more Complex Magazine covers than any other artist".
- "COMPLEX COVER".
- VideoInk (December 4, 2013). "Complex Media Expands Video Team, Including Nathan Brown as GM (Q&A)". Archived from the original on August 18, 2016. Retrieved November 21, 2016.
- Patel, Sahil. "Complex Bolsters Originals Slate with Riff Raff-Hosted Variety Show". Video Ink. Archived from the original on February 22, 2014. Retrieved February 9, 2014.
- Hunte, Justin (November 21, 2013). ""RiFF RAFF REALM" Debuts on Complex TV". HipHopDX. Retrieved February 9, 2014.
- Bilton, Ricardo (April 2, 2014). "A look inside publishers' content studios".
- "How Complex Media became one of the most innovative digital publishers". January 20, 2020.
- "Complex and Fuse Partner for Special TV Programming Block". Complex Networks. November 1, 2017. Retrieved December 19, 2018.
- "Complex Brings 'Hot Ones' And 'Sneaker Shopping' To TV". November 20, 2017. Retrieved December 19, 2018.
- "Complex - Making Culture Pop". Complex Networks. Retrieved November 21, 2016.
- VideoInk (November 21, 2013). "Complex Bolsters Originals Slate with Riff Raff-Hosted Variety Show". Archived from the original on August 18, 2016. Retrieved November 21, 2016.
- White, Peter (October 29, 2019). "Verizon Hearst-Backed Youth-Culture Brand Complex Networks To Launch First Full Slate Of Original Podcasts".
- "Complex Unveils Latest Podcast Slate, Including 'Sneakers' Series With Joe La Puma". October 29, 2019.
- Setaro, Shawn. "Marc Ecko On ComplexCon: 'This Has Never Been Done Since The World's Fair'". Forbes.
- Chan, Stephanie (November 2, 2016). "Marc Ecko Talks ComplexCon Ahead of Two-Day Festival". The Hollywood Reporter.
- Tran, Khanh T. L. (November 5, 2016). "ComplexCon: Fashion, pop culture and activism come together in Long Beach this weekend". Los Angeles Times.
- "ComplexCon debuts in Chicago, and it's a hypebeast's world at McCormick Place". Chicago Tribune. July 21, 2019.
- Berlinger, Max (November 15, 2019). "How ComplexCon wrapped allure, streetwear and 'something new' into one festival". Los Angeles Times.
- Anyanwu, Obi (December 21, 2020). "ComplexLand Made Virtual Shopping a Reality". WWD. Retrieved April 1, 2021.
- Webster, Andrew (December 3, 2020). "Complex turned its fashion and music festival into a futuristic video game". The Verge. Retrieved April 1, 2021.
- "Complex is opening an online store to sell sneakers, hoodies and more". Digiday. December 9, 2019. Retrieved April 1, 2021.
- "Complex Shop's journey to prevent cart abandonment". Digiday. January 26, 2021. Retrieved April 1, 2021.
- "Designer T-Shirts Have Become the Pandemic Fundraising Catch-all". Bloomberg.com. December 11, 2020. Retrieved April 1, 2021.
- "How ComplexCon wrapped allure, streetwear and 'something new' into one festival". Los Angeles Times. November 15, 2019. Retrieved April 1, 2021.
- Marshall, Jack. "The Publisher of The Future Acts Like An Agency". Digiday.
- D'Amico, Mary Lisbeth (August 2013). "Dr Pepper Reaches Out to Younger Hipper Audience". Clickz.
- Wallace, Caitlin (February 7, 2014). "GE Wins Best in Show at Digiday Video Awards".
- Bottger, Caroline (January 16, 2015). "BuzzFeed, OMD, Fullscreen among the winners at Digiday Video Awards".
- "NEW Webby Gallery + Index". NEW Webby Gallery + Index.
- "NEW Webby Gallery + Index". NEW Webby Gallery + Index.
- "NEW Webby Gallery + Index". NEW Webby Gallery + Index.
- "BET Hip Hop Awards 2019: Complete Winners List". Billboard. October 9, 2019. Retrieved April 10, 2021.
- "The 2019 James Beard Media Award Winners | James Beard Foundation". www.jamesbeard.org. Retrieved April 10, 2021.
- "Best of Experiential 2020 | Ad Age". adage.com. March 9, 2020. Retrieved April 10, 2021.
- "The 10 most innovative media companies of 2020". Fast Company. March 10, 2020. Retrieved April 10, 2021.
- "Disclosure, Schitt's Creek, Sam Smith, Happiest Season, I May Destroy You, CHIKA, Veneno, Star Trek: Discovery, The Boys in the Band, The Not-Too-Late Show with Elmo among award recipients at the 32nd Annual GLAAD Media Awards". GLAAD. April 8, 2021. Archived from the original on April 9, 2021. Retrieved April 9, 2021.
- Kardashian, Kim. "Yes, I Am Complex!". Kim Kardashian. Celebuzz. Archived from the original on February 24, 2014. Retrieved February 9, 2014.
- "Kim Kardashian Airbrushed Thinner, Smoother, Lighter". Huffington Post. April 24, 2009. Retrieved February 9, 2014.
- "Kim Kardashian on retouched Complex magazine photos: Yup - I have cellulite!". NY Daily News.
- Ahmed, Insanul. "The 50 Best Albums of 2013". Complex. Complex Media. Retrieved February 9, 2014.
- Ahmed, Insanul. "Wale Threatens Complex Staff Over Our "50 Best Albums of 2013" List". Complex. Complex Media. Retrieved February 9, 2014.
- Millard, Drew (December 16, 2013). "A few words about this whole "Wale threatening Complex" thing". Noisey. Vice Media. Retrieved February 9, 2014.
- Markman, Rob. "Wale Vs. Complex Magazine: I Won't Apologize To 'Williamsburg Hipsters'". MTV. Retrieved February 9, 2014.
- Kennedy, Gerrick (December 14, 2013). "Wale threatens Complex magazine after omission from year-end list". LA Times. Retrieved February 9, 2014.
- Vann, Douglas. "Video: Wale Throws Temper-Tantrum Over Complex Magazine Article". VannDigital.com. Vann Digital Networks. Retrieved February 9, 2014.
- Muhammed, Latifah. "Wale Blames Complex Magazine Snub on Kid Cudi Beef". BET. Retrieved February 13, 2014.