Last week, Billboard announced that Rolling Stone would be merging with VIBE magazine. VIBE is a music and entertainment magazine that focuses closely on hip-hop and R&B. Founded by Quincy Jones in 1992, VIBE is credited as one of the primary sources in bringing hip-hop into the mainstream. The publication profiled many cultural icons, including ones that are no longer with us, like D’Angelo, Tupac Shakur, and Aaliyah. VIBE was pivotal in launching the careers of several artists upon its debut. Their first issue launched in 1993 with a young Snoop Dogg on the cover.
The Production of VIBE
Since its debut in 1993, VIBE has had a long history of shopping its production team. After shutting down production in 2009, the publication was bought by Spinmedia in 2013. A year later, they discontinued their print publication, shifted entirely to digital, and, according to EBONY Magazine, laid off 19 employees. In 2020, VIBE became a part of Penske Media Company, the same parent company as Billboard and Rolling Stone.
According to Julian Hulgian, CEO of Rolling Stone, the reason for the merger is to give Rolling Stone a chance to “level up” its hip-hop and R&B coverage.
“We are thrilled to announce that VIBE is joining forces with Rolling Stone. VIBE will continue to power cultural conversations and reestablish itself as a driving force for commentary and reporting. Our goal is to continue the mission VIBE was founded on while leveraging Rolling Stone to amplify its presence across platforms,” says Hulgian.
Due to the merger, a few staff writers at VIBE have been terminated. Some have taken to social media to express their grievances over their loss of employment.
Social media was less than happy upon hearing the news of the joint media companies, especially since it came at the expense of others’ employment. Many people questioned whether the merger would dilute the exposure of Black artists.
Loren LoRosa, host of the segment “The Latest with Loren LoRosa,” asked in an episode: “Is this media gentrification? Do Black voices really need this audience that Rolling Stone is offering?”
Additional News
According to Pitchfork, the merger is looking to bring forth new employment in their video and podcast areas, as well as an events producer. VIBE’s editor-in-chief announced to Billboard that he will take on the role of strategic advisor.
VIBE is an important outlet that focuses on highlighting artists that aren’t highly recognized by mainstream outlets. While there aren’t many details regarding the merger, we are all hoping that trend will carry over to Rolling Stone.
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