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People vs Algorithms
Complex’s Next Chapter
Nov 1, 2024
Moksha Fitzgibbons, President of Complex and a founding team member, dives into the media brand's evolution. He reveals Complex's shift toward commerce, merging its extensive reach with NTWRK's live shopping platform. The conversation also touches on the need for brands to maintain authenticity while engaging youth culture. Additionally, they examine the current state of the media industry, especially amid potential political shifts, highlighting the challenges and strategies for staying relevant in today’s digital landscape.
01:22:44
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Quick takeaways
- Complex's evolution highlights its resilience through multiple transformations, adapting from print to digital and now focusing on commerce-driven revenue streams.
- The strategic acquisition by NTWRK emphasizes a vision for integrating content and commerce, leveraging Complex's audience to optimize customer engagement effectively.
Deep dives
Evolution of Complex Media
Complex has undergone multiple transformations since its inception, starting from an attempt to launch the first digital magazine to its adaptation to changing market dynamics. Initially, the company experimented with physical products and print media, navigating significant downturns like the 2008 recession, which prompted a shift towards digital revenue streams. Despite a steep decline in print revenue, digital offerings began to thrive, transitioning into content-driven platforms that embraced social media and video. This evolution illustrates Complex's resilience and ability to pivot in response to challenges in the media landscape, ultimately focusing on diverse content across various formats.
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