Wanted to provide the history of COMPLEX & key takeaways.
We always thought of building a powerhouse brand (not just media co.)
Always being massively ambitious from a strategy basis but exceptionally pragmatic executionally.
Launched post 9/11, a bold move
- We consistently took (calculated) risks at the toughest of times
• Fearlessly stepping out
• Capitalizing on disruption
• Focusing on niche audience
- Fortune favors the bold
By 2006, reached profitability, beating the odds
- Proving balance of tenacity and vision
• Honing unique value
• Innovating constantly
• Aligning with consumer needs
- Persistence pays off
2007, digital ad network launched to buffer print's fall
- Staying ahead of the curve
• Embracing and using technology in a true-to-the-brand initiative
• Targeting right audience (allowing fast scale without losing credibility)
• Defining market shifts rather than reacting to them
- Combination of being “early and better” wins
Raising VC money in 2009 (very few checks were being written)
- Growth mindset (but disciplined) always needs to continue despite market challenges
• Reinforcing a solid foundation
• Iterating intelligently (titling focus even more toward digital)
• Securing strong partners
- Not being happy with just surviving – actually leveling up in a shrinking marketplace
2012, video-first, competitors lagged
- Bold leaps in storytelling
• Continued to Identify trends early
• Quickly adapting and executing
• Constantly iterating strategies
- Stay ahead, and pound away at improving product
2013, owned and operated brand-led
- Long-term profit assurance
• Investing in developing & OWNING IP
• Creating premiere quality content
• Prioritizing unique voice
- Build a strong, differentiated identity
2015, premium serialized IP library
- Desire to be top culture content provider
• Pursuing excellence relentlessly
• Broadening the content scope (food/Hot Ones)
• Pushing for innovation
- Magnify your impact
ComplexCon launched in 2016
- Wanting to redefine & lead the cultural event space
• Create best experience by uniting related communities
• Partnering with influential figures
• Pioneering brand-driven festivals
- Bring vision to (real) life
2020 - Pandemic-proof diversified revenue
- Thrive through adversity
• Expanding income sources launched web3 “festival” ComplexLand
• Focusing on innovation and agility
• Adapting to evolving circumstances
- Diversify thru resilience
Complex's secret superpower: CULTURE (Hip Hop)
- Culture always fueled the brand's heartbeat
• Embracing authenticity
• Fostering a focused, passion-driven team
• Learning, leading, and growing
- Unstoppable energy produces unique success
Multiple liquidity events (2016 & 2021)
- Operational discipline combined with aggressive Vision creates serious ROI
• Realistic understanding of macro trends & circumstances allow for optimized exit(s)
• Conservative/limited raising of capital at sober valuations creates alignment with investors.