Roblog

Vice, the irreverent and offbeat magazine and publishing empire, announced last week that it was shutting down. Harry Cheadle, who wrote for Vice for years, gets to the heart of where they went wrong:

“Vice’s founders, [Cory Doctorow] wrote, ‘built a massive, highly lucrative media empire on [young people’s] free labor. … Whatever problems Vice had, they weren’t problems with Vice’s workers—it was a problem with Vice’s bosses.’

“Doctorow meant to be scathing, but if anything he was too generous. Vice was only ‘highly lucrative’ in the sense that it had a lot of money sloshing around. It had a big fancy Brooklyn headquarters, a dozen or more international offices, and hundreds of people on the payroll, some of whom would fly around the world to report from conflict zones. As it grew, it founded a record label and an ad agency, acquired smaller media companies like Refinery29 and i-D, and had TV shows on MTV and HBO before getting its own cable channel. The company even bought a bar and started brewing its own beer, called Old Blue Last, which tasted like the tail end of a long night out. During one holiday party, co-founder Shane Smith handed out envelopes to employees containing $1,500 in cash.”

“In ditching its original identity,” Cheadle writes, “Vice gained respectability but couldn’t make respectability work for it.” That’s about the shape of it. The path from counterculture to mainstream culture is well-trodden, but most often ends up in a messy compromise that pleases no-one.