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26min chapter
Complex’s Next Chapter
People vs Algorithms
Navigating Digital Evolution: The Complex Brand Journey
This chapter examines the transformation of the Complex brand in the digital landscape, focusing on its strategies during the blog era and ownership transitions. It discusses the shift from traditional advertising to integrated e-commerce initiatives, including the challenges of live shopping and the development of the 'Complex Shop' platform. Additionally, the chapter highlights the importance of maintaining brand credibility and engaging youth culture while adapting to the evolving media consumption habits of modern audiences.
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