Vice Media has taken over London Alley Entertainment, a studio that produces commercials and music videos based in London. This studio will combine forces with Vice’s own production company, Pulse, which is based in Los Angeles, to establish Vice Commercials and Branded Entertainment.
In the terms of the agreement, Mino Jarjoura from Pulse has been promoted to serve as the president of the new division, while Andrew Lerios from London Alley has been appointed as the chief operating officer.
Vice Commercials and Branded Entertainment will collaborate with and bolster businesses within the Vice group, such as Vice Studios and advertising agency Virtue. According to Vice Media, both Pulse and London Alley will maintain their unique brand identities under the unified division.
Financial terms of the deal were not disclosed.
London Alley, a multiple award-winner in the industry (Cannes Lions, Clios, MTV VMAs, Grammys), has partnered with prominent brands such as Swarovski, Pepsi, Bose, NFL, and L’Oréal for advertising campaigns. Additionally, London Alley has collaborated on video projects with popular musicians like Ariana Grande, The Weeknd, Post Malone, and Kendrick Lamar.
The London Alley purchase, made after Vice signed a new distribution agreement with ITV Studios, clearly shows a change in strategy at the company, now managed by owners Fortress Investment Group, Soros Capital Management, and Monroe Capital, following years of financial instability, management changes, and staff reductions.
American Discovery Capital acted as financial adviser to London Alley in the deal.
Bruce Dixon, Vice Media’s CEO, stated that the company is experiencing a strong push forward, and this acquisition serves as another proof of our turnaround success. Our investors are fully behind us, giving us the go-ahead to pursue strategic acquisitions aimed at bolstering and expanding our business even further.
Jarjoura from Pulse commented: “We’ve always been impressed by London Alley and the fantastic business Luga, Brandon, Andrew, and their team have established. This strategic partnership will open up fresh possibilities for our top-tier directors and artists, strengthening the innovative marketing campaigns we craft for international brands.
London Alley founder Luga Podesta expressed that the company has always aimed to break creative barriers and reinvent visual storytelling, and who better than Vice to help amplify this vision? He’s long admired Vice for its pioneering role in culture, music, and boundary-pushing content – fearless and genuinely authentic. This collaboration represents an explosion of creative energy that opens up amazing possibilities for innovation, storytelling, and global impact. We can hardly contain our excitement about combining our artistic vision with Vice’s legendary reputation and creating something truly groundbreaking together.
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2025-03-19 19:18