The Vice Media-owned i-D is following the footsteps of its big brother with the launch of a video channel called Amuse.
With luxury, fashion and lifestyle in mind, the channel will target Millennial consumers. Amuse will launch in the fall and cover a host of topics ranging from style, well-being, art and design, travel, food and drinks, and entrepreneurship.
I-D’s managing director Richard Martin will also serve as managing director for Amuse, while Xerxes Cook, founding editor of Purple Travel magazine and Postmatter, will grab the reins as Amuse editor in chief. The team, which is based primarily out of London, also includes head of video Tash Tan, who joined from Somesuch and Ravi Amaratunga, who will expand his role as i-D group director of film and video to include Amuse. The company said it plans on making more hires out of its London headquarters across editorial, video production and commercial operations.
The channel will launch with two video series; “Second Gen,” a travel-focused program, which follows second generation creatives as they return to their motherland, and “Pleasure Seekers,” a series exploring sexual emancipation in the modern age.
Martin explained that the move to incorporate more video into i-D’s content was due in part to a white space in the market.
“The luxury market hasn’t yet adapted to the new breed of digital-by-default consumers that has emerged in recent years,” Martin said. “Amuse offers luxury in their own language and codes, through an interactive and beautifully designed platform that tells global stories. I-D couldn’t be prouder to bring Amuse to the market at this time.”
The other end of the decision to add more fashion content is related to luxury advertising. Sources have told WWD that Vice Media has made a more aggressive move recently to pick up luxury dollars. In May, the company hired Richard Beckman, a veteran Condé Nast executive and former chief executive officer of Fairchild Publications, as chief revenue officer.
On the editorial side, Vice has begun to touch on fashion — only minimally so far — through its women’s-focused channel Broadly, which debuted this month. Although Broadly, which is headed up by Jezebel alum Tracie Egan Morrissey, is more about social and cultural issues impacting women than their fashion choices, the channel underscores Vice’s larger strategy to attract a more diverse demographic. This year, Vice indicated growing its coverage to include politics and business, for example, as well as expanding into television. The media company recently inked a deal with Verizon, which came after it rolled out an ambitious strategy to increase its programming through an extended deal with HBO and add a daily newscast.
Vice, which purchased i-D in December 2012, told WWD earlier this year that it would grow the fashion-centric title’s footprint in New York and Asia, as well as focus on producing more video for the brand.