Defy Media

Defy Media, LLC
Formerly
 Alloy Digital
Private
Industry Digital Media
Predecessor Break Media
Alloy Digital
Founded 2008
Headquarters New York City, New York, United States
Area served
 Worldwide
Products Digital Media, Merchandise, Broadcast, Advertising Media Network, Apps
Owners ABS Capital Partners (36%)
Lionsgate (19%)
Viacom (7%)
WMG (38%)[1][2][3][4]
Parent ZMC (2011-2017)[5]
Subsidiaries Smosh
Clevver Entertainment
Website defymedia.com

Defy Media, formerly known as Alloy Digital and Break Media,[6][7][8] is an American digital media company that produces original online content for the 12–34 age group Clevver, Vivian Fabiola, Joslyn Davis, Lily Marston, Miriam Isa, Erin Robinsón etc.

Content

Defy Media owns and operates online brands including Smosh,[9] Shut Up! Cartoons, Smosh Games, Clevver Media, Break.com, The Escapist,[10] AddictingGames.com, Gurl,[11] as well as MadeMen, CagePotato, and Chickipedia with some being inherited from Break media. Each of these brands operates a dedicated website and YouTube channel in or about comedy, filmed entertainment, news, video games, viral content, girl culture, men culture, MMA, and girls. Defy Media's online program offerings include The Single Life, The Confession, Fashion on the Fly,[12] Dating Rules,[9] Chasing,[13][14] Style Rules,[15] Wendy,[16] Style Setters,[17][18] and The Sub.[19]

According to ComScore, Defy counts more than 38 million followers among its owned brands, reaching 221 million unique visitors each month.[20] Together, its channels reach over 80 million video viewers monthly.[21]

Defy's main investors are Viacom, Lionsgate, Zelnick Media Capital (until 2017; initially the parent company after acquiring predecessor company Alloy, Inc.[22]) and ABS Capital.[23] On January 12, 2018, Viacom re-entered talks to merge with its sister company CBS Corporation into one company[24], the plans were previously cancelled on December 12, 2016.[25] Both Viacom and CBS are in talks to acquire Lionsgate, along with Amazon.com, Verizon Communications and Comcast.[26][27][28] An acquisition of Lionsgate by CBS and Viacom would allow the company to own a 26% stake in Defy Media.

Brands

Smosh

Smosh was founded in 2005 by Ian Hecox and Anthony Padilla and acquired by Alloy Digital in July 2011.[29][30] The channel’s core demographic is 12-24. The SMOSH.com website measures 1.5 million visitors monthly.[31] With shows like Every [Blank] Ever, The Big What If, and it’s sketches, Smosh was called the Saturday Night Live of the Internet by Time in 2006.[29] Smosh spin-off channels include the defunct Shut Up! Cartoons, Smosh Games, Smosh Pit, and El Smosh.

Smosh Games was launched as a spin-off of Smosh and relaunch of ClevverGames in September 2012. Hecox and Padilla team up with various online gamers to play games, provide reviews and updates, and share commentary. The channel contains gameplay videos and a gaming variation of Screen Junkies' Honest Trailers called Honest Game Trailers. The YouTube channel achieved 1 million subscribers within three months of launching. It has gained more than 350 million video views.[21]

Shut Up! Cartoons

Shut Up! Cartoons was launched as a spin-off of Smosh in April 2012.[32] It features original cartoons and animated videos. The channel consistently ranks in the top 25 for weekly views.[33] Original animated series include Zombies vs. Ninjas, Pubertina, Krogzilla Gets a Job, Oishi High School Battle, Smosh Babies, and Paper Cuts. The Programme ceased operations On 23 June 2017

[34] Shut Up! Cartoons is led by Barry Blumberg and Lena Hume.[34]

Screen Junkies

The site focuses on film and television related topics. The group also includes Screen Junkies News, formerly the ClevverMovies.

ScreenJunkies is home for shows like Honest Trailers which is a series of parody trailers of films, The Screen Junkies Show covers a variety of topics in film and television, and Movie Fights & TV Fights where cast debates various films or TV shows.

On 6 October 2017, co-creator Andy Signore was suspended by Defy Media after accusations of sexual assault and sexual harassment made by female fans and coworkers became public.[35] Several of the women also claimed that complaints made to Defy Media's HR department and management about the incidents had been suppressed or ignored by the company for several months until the women involved made the allegations public. Two days later, Screen Junkies announced on their Twitter page that Signore's employment was terminated effective immediately as "There is no justification for this egregious and intolerable behavior."[36]

On July 2, 2018, it was announced the Defy Media sold Screen Junkies to Fandom.[37]

Clevver Media

Clevver Media was founded in 2006 by Michael Palmer and Jorge Maldonado and acquired by Alloy Digital in June 2012.[38] The millennial target platform operates five entertainment and celebrity-focused YouTube channels, including ClevverTV, ClevverMusic, ClevverNews, ClevverStyle and ClevverTeVe. Clevver Media ranks in the top 10 YouTube networks, according to ComScore.[39] Joslyn Davis serves as the executive producer.[40] Hosts/producers have included Deidre Behar, Tatiana Carrier, among others. The Clevver brand is the second-largest YouTube channel group for sponsor content in the Defy Media group of brands. Employees Erin and Joslyn also appeared on the 28th series of the Amazing Race.[41]

The Escapist

The Escapist was acquired by Alloy Digital in November 2012.[10] It targets video-game enthusiasts. in 2008, the site won a Webby Award[42] and a People’s Voice Award.[43] The Escapistmagazine.com website generates 28 million page views each month.[44] In 2012, The Escapist launched the Escapist Expo in Durham, North Carolina. The second annual took place in October 2013.[45] The Escapist is a part of the AddictingGames Network alongside flash game site AddictingGames.com. The Escapist was sold to Enthusiast Gaming in 2018.[46]

Other sites/channels

Break.com is a viral video site.

Gurl is an online community that covers a variety of teenage-girl issues including life, love, sex, health, and friends.

MadeMan is a channel about how to be a man. MadeMen Network also includes MMA dedicated website CagePotato and Chickipedia.

Awe.me is a channel about DIY activities such as props and cosplay.

The Warp Zone is a geeky sketch comedy channel with series like Recap Rap and If Pop Culture had Facebook.

Prank It FWD (Forward).

Personnel

Matt Diamond is the CEO of Defy Media.[47] The company employs around 400 people around the world.[48][49]

References

  1. ↑ Spangler, Todd (9 June 2014). "Viacom Acquires Stake in Defy Media".
  2. ↑ "Smosh Owner Defy Media Raises $70M". hollywoodreporter.com.
  3. ↑ "DEFY Media Closes $70MM Series B Investment". defymedia.com.
  4. ↑ "Portfolio - ZMC".
  5. ↑ http://zmclp.com/news/zelnickmedia-completes-acquisition-of-alloy-inc/
  6. ↑ "Defy Media website". 2014. Retrieved 2014-02-07.
  7. ↑ Defy Media. "Alloy Digital and Break Media Announce "Merger of Equals," Forming Leading Multi-Platform Media Company Focused on 12-34 Consumers". GlobeNewswire News Room.
  8. ↑ Barbarino, Al (12 March 2013). "Growing Digital Firm Alloy Digital Relocates to 498 Seventh Avenue". Commercial Observer.
  9. 1 2 Heine, Christopher (2 August 2012). "Hulu Pushing Further Into Branded Entertainment With Alloy". AdWeek.
  10. 1 2 Graser, Marc (15 November 2012). "Alloy Digital buys website Escapist". Variety.
  11. ↑ Warzel, Charlie (20 April 2012). "Alloy Digital Acquires B5Media Young adult media network doubles down on women's lifestyle content". AdWeek.
  12. ↑ Strauss, Karsten (29 April 2013). "Killing Your Television: Inside Alloy Digital's Latest Acquisition". Forbes.
  13. ↑ Wieselman, Jarett (23 October 2012). "SNEAK PEEK: 'CHASING STEVE AOKI'". The Insider.
  14. ↑ Heine, Christopher (23 October 2012). "Xbox Spins New Web Reality Show". AdWeek.
  15. ↑ "Rachel Zoe's 'Style Rules' Casting Contest!". Hollywire. 2011.
  16. ↑ "Alloy Digital Wins 2012 Best Retail Integrated Ad Campaign, Best Of Show Integrated Ad Campaign Internet Advertising Award for Wendy, The Web Series". Web Marketing Association. 2012.
  17. ↑ "TRESemmé® Unveils TRESemmé Style Setters; New Digital Series Launches with Actress Nikki Reed Taking Viewers Backstage at Mercedes-Benz Fashion Week". Unilever. 12 March 2012.
  18. ↑ "TRESemme Launches Multi-Phase Digital Campaign". MediaPost. 12 March 2012.
  19. ↑ Taintor, David (7 June 2013). "Miller64 Debuts Web Series Featuring Pro Athletes Alloy Digital/DBG's 'The Sub' features Terrell Owens, Gary Payton, others". AdWeek.
  20. ↑ "Media Metrix (Unduplicated reach for Alloy Digital and Digital Broadcasting Group)". Archived from the original on 24 July 2012.
  21. 1 2 "Video Metrix (Unduplicated reach for Alloy Digital and Digital Broadcasting Group)". Archived from the original on 24 July 2012.
  22. ↑ http://zmclp.com/news/zelnickmedia-completes-acquisition-of-alloy-inc/
  23. ↑ Tim Peterson. (9 June 2014). "Viacom Takes Stake in Defy Media to Boost YouTube Presence - Digital - Advertising Age". adage.com.
  24. ↑ Wang, Christine (2018-01-12). "Viacom, CBS shares surge after report Shari Redstone pursuing merge of companies". CNBC. Retrieved 2018-01-12.
  25. ↑ "Shari Redstone withdraws CBS-Viacom merger proposal". Retrieved 2016-12-17.
  26. ↑ "These 4 Tech, Media Giants Are In Talks To Buy Lionsgate". Investor's Business Daily. Retrieved 2018-01-19.
  27. ↑ "Lionsgate Ripe For Takeover As Amazon, Verizon and CBS-Viacom Emerge As Potential Suitors". Deadline. Retrieved 2018-01-19.
  28. ↑ "CBS, Lionsgate, Viacom heat up media space M&A rumors". FierceCable. Retrieved 2018-01-26.
  29. 1 2 Grossman, Lev (16 December 2006). "Smosh". TIME.
  30. ↑ Pomerantz, Dorothy (25 January 2013). "Smosh's Ian And Anthony Are A New, Purely Digital, Breed Of Celebrity". Forbes.
  31. ↑ "Media Metrix (www.Smosh.com)". Archived from the original on 24 July 2012.
  32. ↑ Arrant, Chris (13 April 2012). "SMOSH! Announces YouTube Animation Channel, Shut Up! Cartoons". Cartoon Brew.
  33. ↑ "YouTube Original Channel Tracker". AdAge. July 2013.
  34. 1 2 "SMOSH and ClevverGames Level Up As Alloy Digital's Top- Ranking YouTube Properties Join Forces for the Launch of SMOSH Games" (PDF). Alloy Digital. 13 April 2012.
  35. ↑ "'Honest Trailers' Creator Andy Signore Accused of Sexual Abuse". The Hollywood Reporter. 6 October 2017. Retrieved 2017-10-06.
  36. ↑ Spangler, Todd (8 October 2017). "'Honest Trailers' Creator Andy Signore Fired for 'Egregious and Intolerable' Sexual Behavior". Variety. Retrieved 9 October 2017.
  37. ↑ Spangler, Todd (2 July 2018). "Fandom Acquires Screen Junkies From Defy Media". Variety. Retrieved 3 July 2018.
  38. ↑ Del Rey, Jason (18 June 2012). "Alloy Digital Snaps Up YouTube Power Network Clevver Media". Ad Age.
  39. ↑ "Media Metrix (Clevver)". Archived from the original on 24 July 2012.
  40. ↑ "YouTube Original Channel Tracker". AdAge. 20 July 2013.
  41. ↑ "How Defy Media defies the 'built-if-sold' video programming model". digiday.com. 19 January 2016.
  42. ↑ Pitts, Russ (3 May 2011). "The Escapist's Webby Wins". The Escapist.
  43. ↑ Helder, Kelly (4 May 2011). "Gaming Website Unlocks Lifestyle Achievement". The Escapist Magazine.
  44. ↑ "Audience Overview". Retrieved 8 August 2013.
  45. ↑ "The Escapist Expo". Retrieved 8 August 2013.
  46. ↑ Spangler, Todd (July 26, 2018). "Defy Media Sells The Escapist Gaming Site to Canada's Enthusiast Gaming". Variety. Penske Media Corporation. Retrieved July 26, 2018.
  47. ↑ "Who We Are". DEFY Media. Retrieved 2018-02-11.
  48. ↑ Spangler, Todd (13 September 2016). "Defy Media, Digital Studio Behind Smosh, Raises $70 Million and Eyes Shows on Traditional TV". Variety. Retrieved 2018-02-11.
  49. ↑ "How Defy Media defied the YouTube network label". Digiday. 22 September 2016. Retrieved 2018-02-11.
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