Tetragrammaton with Rick Rubin Shane Smith
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Oct 2, 2024 
Shane Smith, journalist and founder of VICE Media, shares his fascinating journey of transforming a Montreal magazine into a global powerhouse. He dives into the cultural evolution of his company, detailing the challenges of navigating digital media landscapes and combating misinformation. With captivating stories from conflict zones, like a surreal experience in North Korea, Shane reflects on the absurdities of censorship and the contrasts of global politics. His insights into maintaining creativity amid corporate pressures offer a candid look into the media industry today.
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Vice's Origins
- Vice began as a black culture magazine called Nuit d'Afrique, later Voice of Montreal, founded by Sourouche Alvi.
- Smith and his friends took over, focusing on hip-hop and street culture, eventually buying the company and renaming it Vice.
Cultural Scientists
- Smith describes the early Vice team as "cultural scientists," studying music, fashion, and other cultural trends.
- Their knowledge surprised New Yorkers, who initially underestimated the Canadians.
Early Partners and Punk Roots
- Smith's co-founders were Sourouche Alvi, a positive, spiritual guy, and Gavin McInnes, a childhood friend from the Ottawa punk scene.
- The Ottawa punk scene was DIY, requiring bands to create their own venues and promote themselves.