Jump to content

Defy Media

From Wikipedia, the free encyclopedia
(Redirected from Teen.com)

Defy Media, LLC
FormerlyAlloy Digital
Company typePrivate
IndustryDigital media
PredecessorsBreak Media
Alloy Digital
FoundedOctober 2013; 11 years ago (2013-10)
DefunctNovember 6, 2018; 6 years ago (2018-11-06)
FateDissolved
Headquarters
New York City, New York
,
U.S.
Area served
Worldwide
Key people
Matt Diamond[1]
ProductsDigital media, merchandise, broadcasting, advertising media networks, apps
OwnersABS Capital Partners (36%)
Lionsgate (19%)
Viacom (7%)
Wellington Management Company (38%)[2][3][4][5]
Number of employees
400[6][7]
SubsidiariesThe Escapist
Smosh
Break.com
Shockwave.com
Clevver Entertainment

Defy Media was an American digital media company that produced original online content for the 12–34 age group. Originally founded in 1996 as Alloy Online (later Alloy Digital), the final company was formed in 2013 by its merger with Break Media.

On November 6, 2018, the company ceased operations after its assets were frozen by creditors, leaving channels like Smosh without a company. Several former employees blamed poor financial management, while high overhead from YouTube, legal troubles, overly aggressive expansion, and a shrinking advertising market were also described as contributing factors.[8][9]

History

[edit]

1996–2009: Alloy, Inc.

[edit]

Alloy, Inc. (also known as Alloy Online) was founded in 1996 by James K. Johnson and Matthew Diamond as a holding company for Alloy, a teen-oriented magazine and website. By the time the company went public in May 1999, the website earned $15.5 million in monthly revenue and 1.3 million registered users. In January 2000, they purchased book publisher 17th Street Productions, renaming it Alloy Entertainment.[10]

Alloy's additional early assets included Delia's (acquired 2003, spun-off in 2005), CCS.com (acquired 2000, sold to Foot Locker in 2008), and Channel One News (acquired 2007, sold to Houghton Mifflin Harcourt in 2014).[11]

2009–2013: Alloy Digital

[edit]

In 2009, Alloy created a division called Alloy Digital Networks to hold its online properties.

Alloy was then made private through acquisition by an investment group led by ZMC in 2010 and was re-incorporated as Alloy Digital in 2011. Within the next two years, Alloy Digital acquired Smosh,[12] Themis Media (parent company of The Escapist and WarCry Network),[13] Generate LA-NY, and Clevver Media.[14] ZMC sold the Alloy Entertainment division to Warner Bros. Television in 2012.

2013–2017: Merger and investment

[edit]

In October 2013, Alloy Digital and Break Media merged to become Defy Media. The deal was brokered by RBC Capital Markets, and the resulting entity was owned in part by ZMC, ABS Capital Partners, and Lionsgate.[15]

Viacom purchased a stake of Defy Media in 2014, in exchange for ownership of GameTrailers, Addicting Games, and Shockwave.[16] In 2016, Defy settled a $70 million investment by Wellington Management Company, and ZMC exited from investment in 2017.

2018: Decline and dissolution

[edit]

In March 2018, Defy Media laid off 8% of its headcount, exiting its programmatic advertising and video licensing and syndication businesses. Joe Bereta, creative director of Smosh, left his position and was replaced by a former comedy partner, Luke Barats.[17][18] In June, multiple publishers claimed that Defy had not paid them for advertising. One of those publishers, Topix, filed a lawsuit for $300,000.[19]

In July, Defy sold The Escapist to Enthusiast Gaming, and Screen Junkies to Fandom.[9]

In fall 2018, former CEO Matt Diamond, along with other employees, made multiple offers to the company's senior creditor, Ally Bank, to purchase the company. The bank ultimately rejected those offers, and on November 6, 2018, Defy Media announced that it was shutting down operations effective immediately and laying off all employees at its Beverly Hills production office.[20] Less than a day after this announcement, the company's assets were frozen by creditors.[9]

Former employees and executives blamed poor financial practices and unrealistic investments. An over-reliance on major social media platforms and changes in market space for new media were also described as contributing factors.[8][9]

Smosh CEO Ian Hecox stated that he was looking to find a new outlet for the Smosh brand.[18] On February 22, 2019, Mythical Entertainment acquired Smosh.[21]

Defy Media's former head of audience development, Matthew "MatPat" Patrick, stated that the company stole 1.7 million dollars from him and other YouTubers. He claimed that the company was a Ponzi scheme and was using YouTube creators' money in order to look more attractive to outside investors.[22]

Content

[edit]

Defy Media owned and operated online brands including Smosh,[23] Shut Up! Cartoons, Smosh Games, Clevver Media, Break.com, The Escapist,[24] AddictingGames.com, Gurl.com,[25] MadeMan, CagePotato, The Warp Zone, and Chickipedia, with some brands being inherited from Break Media. Each of these brands operated a dedicated website and YouTube channel in or about comedy, filmed entertainment, news, video games, viral content, girl culture, men culture, or MMA. Defy Media's online program offerings included The Single Life, The Confession, Fashion on the Fly,[26] Dating Rules,[23] Chasing,[27][28] Style Rules,[29] Wendy,[30] Style Setters,[31][32] and The Sub.[33]

According to Comscore, in 2012, Defy counted more than 38 million followers among its owned brands, reaching 221 million unique visitors each month.[34] Together, its channels reached over 80 million video viewers monthly.[35]

Brands

[edit]

Defy Media owned various brands including viral video site Break.com, MadeMan.com (a site for young men), flash game sites AddictingGames.com, Shockwave.com, DIY prop, cosplay channel Awe.Me, and Prank It FWD (Forward).

Former sites and channels

[edit]

Over the years, Defy Media shuttered numerous websites and channels, mostly underperforming ones left over from the Alloy Digital and Break Media merger that formed the company. Among these former sites include MMA website CagePotato, Chickipedia, HolyTaco, AllLeftTuns, and TuVez. Defy Media also sold off some brands to other companies.

Game Theory / Film / GT live

[edit]
Main article: MatPat

Game Theory was launched in August 22, 2009. Its founders are Matthew Patrick and Stephanie Patrick.

Film Theory was launched in May 12, 2014. Its founders are Matthew Patrick and Stephanie Patrick.

GT live was launched in August 26, 2015. Its founders are Matthew Patrick and Stephanie Patrick.

Shut Up! Cartoons

[edit]
Main article: Shut Up! Cartoons

Shut Up! Cartoons was launched as a spin-off of Smosh in April 2012.[36] It featured original cartoons and animated videos. The channel consistently ranked in the top 25 for weekly views.[37] Original animated series featured on the channel included Zombies vs. Ninjas, Pubertina, Krogzilla, Oishi High School Battle, Smosh Babies, and Paper Cuts. The channel ceased operations on June 23, 2017.

Screen Junkies

[edit]
Main article: Screen Junkies

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

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

On October 6, 2017, Andy Signore, the creator of The Screen Junkies Show, Honest Trailers, Movie Fights and TV Fights was suspended by Defy Media after accusations of sexual assault and sexual harassment made by female fans and coworkers became public.[38] 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."[39]

On July 2, 2018, it was announced that Defy Media sold Screen Junkies to Fandom.[40]

The Escapist

[edit]
Main article: The Escapist (magazine)

The Escapist was acquired by Alloy Digital in November 2012.[24] It targets video-game enthusiasts. In 2008, the site won a Webby Award[41] and a People's Voice Award.[42] The website generates 28 million page views each month.[43] In 2012, The Escapist launched the Escapist Expo in Durham, North Carolina. The second annual took place in October 2013.[44]

The website was part of the AddictingGames Network alongside flash game site AddictingGames.com until July 2018 when The Escapist was sold to Enthusiast Gaming, the owner of Destructoid in 2018.[45]

Clevver Media

[edit]

Clevver Media was founded in 2006 by Michael Palmer and Jorge Maldonado and acquired by Alloy Digital in June 2012.[46] The millennial target platform operates six entertainment and celebrity-focused YouTube channels, including ClevverTV, ClevverMusic, ClevverNews, ClevverMovies, ClevverStyle, and ClevverTeVe.[47] In 2012, Clevver Media ranked in the top 10 YouTube networks, according to Comscore.[48] Joslyn Davis served as the executive producer.[49] Hosts and producers have included Deidre Behar, Tatiana Carrier, Lily Marston, Erin Robinson, Katie Krause, Miriam Isa, Dana Ward, Misty Kingma, Drew Dorsey, and Sinead De Vries among others. The Clevver brand was the second-largest YouTube channel group for sponsor content in the Defy Media group of brands. Marston was the main editor in the beginning, and soon enough the company was hiring more employees to do various "behind the scenes" jobs. Employees Erin and Joslyn also appeared on the 28th season of The Amazing Race.[50] The website also included channels Crushable, The Gloss, The Grindstone, Mommyish, and Blisstree, and was also part of the Clevver Network.

On February 15, 2019, Hearst Magazines announced that it has purchased Clevver Media.[51]

Smosh

[edit]
Main article: Smosh

Smosh was founded in 2005 by Ian Hecox and Anthony Padilla and acquired by Alloy Digital in July 2011.[52][53] The channel's core demographic is people ages 12–24. The Smosh website measures 1.5 million visitors monthly.[54] With shows like Every [Blank] Ever, The Big What If, and its sketches, Smosh was called the Saturday Night Live of YouTube by Time in 2006.[52] Smosh spin-off channels include Smosh Games, Smosh Pit, El Smosh, and the now defunct Shut Up! Cartoons.

Smosh Games was launched as a spin-off of Smosh and relaunch of ClevverGames in September 2012. Hecox and Padilla teamed 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.[citation needed] It has gained more than 350 million video views.[35]

On November 12, 2018, the Smosh cast released a video announcing that production of Smosh, Smosh Pit, and Smosh Games content was still ongoing, and that existing videos would be finished and other content would be continued to be released independently by Smosh on their YouTube channels.[55] They subsequently joined Mythical Entertainment after their company was purchased by Rhett & Link.[21]

Gurl.com

[edit]
Main article: Gurl.com

Gurl.com was created and launched in 1996 by Rebecca Odes, Esther Drill, and Heather McDonald as an online zine featuring alternative media that included advice on body positivity, female sexuality, and other concerns from female teenagers.[56] In 2009, Alloy acquired Gurl.com,[57][58] and they relaunched it in 2011 with a new logo.[59] The website ceased activity after 2018 with the closure of Defy Media.[60][61] In 2020, Jamie Petitto, who had been a video editor for Gurl.com from 2012 until its closure, alleged in a video post on her social media accounts that she had offered to buy Gurl.com from Defy Media but could not meet their demand of $3 million.[62]

CagePotato

[edit]
Main article: CagePotato

CagePotato was an news/entertainment focus about MMA. The site officially closed.

Break.com

[edit]
Main article: Break.com

Break.com is an entertainment and humor focused website aimed at the 18–35 aged male demographic. The website originally launched in 1998 and was acquired by Defy Media in 2013. It was shut down in 2018 following Defy Media's closure. Rights to the website were bought by Yeah1 Network and the website was relaunched in 2019.

References

[edit]
  1. ^ "Who We Are". DEFY Media. Archived from the original on August 28, 2018. Retrieved February 11, 2018.
  2. ^ Spangler, Todd (June 9, 2014). "Viacom Acquires Stake in Defy Media". Archived from the original on December 14, 2017. Retrieved December 7, 2017.
  3. ^ "Smosh Owner Defy Media Raises $70M". hollywoodreporter.com. September 13, 2016. Archived from the original on September 4, 2017. Retrieved September 4, 2017.
  4. ^ "DEFY Media Closes $70MM Series B Investment". defymedia.com. Archived from the original on August 28, 2018.
  5. ^ "Portfolio - ZMC". Archived from the original on July 16, 2016. Retrieved July 13, 2016.
  6. ^ Spangler, Todd (September 13, 2016). "Defy Media, Digital Studio Behind Smosh, Raises $70 Million and Eyes Shows on Traditional TV". Variety. Archived from the original on February 11, 2018. Retrieved February 11, 2018.
  7. ^ "How Defy Media defied the YouTube network label". Digiday. September 22, 2016. Archived from the original on February 9, 2017. Retrieved February 11, 2018.
  8. ^ a b Jarvey, Natalie (November 19, 2018). "A Class-Action Lawsuit, Late Creator Payments: Inside Defy Media's Shutdown". The Hollywood Reporter. Archived from the original on November 19, 2018. Retrieved November 21, 2018.
  9. ^ a b c d Patel, Sahil (November 13, 2018). "'We wanted people to know we were big': How Defy Media went from YouTube heavyweight to abrupt shutdown". Digiday. Archived from the original on November 16, 2018. Retrieved January 5, 2019.
  10. ^ Jim, Milliot (January 17, 2001). "PW: Internet Company Buys 17th Street Productions". Publishers Weekly. Archived from the original on November 21, 2018. Retrieved November 21, 2018.
  11. ^ Cowley, Stacy (September 16, 2015). "Picking Up CCS Where Foot Locker Left Off". The New York Times. Archived from the original on November 23, 2018. Retrieved November 21, 2018.
  12. ^ Dreier, Troy (October 4, 2012). "Smosh: YouTube Gods and Unlikely Online Video Superstars". Streaming Media Magazine. Archived from the original on May 29, 2013. Retrieved November 21, 2018.
  13. ^ Williams, Mike (November 16, 2012). "The Escapist acquired by Alloy Digital". GamesIndustry.biz. Archived from the original on November 21, 2018. Retrieved November 21, 2018.
  14. ^ Block, Alex Ben (June 18, 2012). "Alloy Digital Acquires Clevver Media". The Hollywood Reporter. Archived from the original on November 21, 2018. Retrieved November 21, 2018.
  15. ^ "Alloy Digital and Break Media Announce 'Merger of Equals,' Forming Leading Multi-Platform Media Company Focused on 12-34 Consumers". DEFY Media. October 14, 2013. Archived from the original on November 21, 2018. Retrieved November 21, 2018.
  16. ^ Kafka, Peter (June 9, 2014). "Viacom Makes a Web Video Bet, and Grabs a Piece of Defy Media". Recode. Archived from the original on November 21, 2018. Retrieved November 21, 2018.
  17. ^ "Luke Barats Replaces His Former Comedy Partner Joe Bereta as Creative Director of Smosh". April 12, 2018. Archived from the original on March 6, 2020. Retrieved August 28, 2020.
  18. ^ a b Spangler, Todd (November 6, 2018). "Defy Media Is Shutting Down, Will Lay Off Employees". Variety. Archived from the original on November 17, 2018. Retrieved November 9, 2018.
  19. ^ Peterson, Tim (June 7, 2018). "Publisher sues Defy Media, claiming it's owed $300,000". Digiday. Archived from the original on January 6, 2019. Retrieved January 5, 2019.
  20. ^ "Defy Media, home of YouTube superstars Smosh, is shutting down". The Verge. Archived from the original on November 8, 2018. Retrieved November 7, 2018.
  21. ^ a b "the rumors are true...We Found a Home!" Archived February 22, 2019, at the Wayback Machine Smosh. February 22, 2019. Retrieved March 20, 2019.
  22. ^ "MatPat accuses Defy Media of stealing $1.7 million from YouTubers". dailydot.com. January 25, 2019. Archived from the original on January 25, 2019. Retrieved January 26, 2019.
  23. ^ a b Heine, Christopher (August 2, 2012). "Hulu Pushing Further Into Branded Entertainment With Alloy". AdWeek. Archived from the original on October 25, 2013. Retrieved July 8, 2013.
  24. ^ a b Graser, Marc (November 15, 2012). "Alloy Digital buys website Escapist". Variety. Archived from the original on June 20, 2017. Retrieved December 7, 2017.
  25. ^ Warzel, Charlie (April 20, 2012). "Alloy Digital Acquires B5Media Young adult media network doubles down on women's lifestyle content". AdWeek. Archived from the original on June 3, 2013. Retrieved July 8, 2013.
  26. ^ Strauss, Karsten (April 29, 2013). "Killing Your Television: Inside Alloy Digital's Latest Acquisition". Forbes. Archived from the original on March 4, 2016. Retrieved August 26, 2017.
  27. ^ Wieselman, Jarett (October 23, 2012). "Sneak Peek: 'Chasing Steve Aoki'". The Insider. Archived from the original on July 8, 2013.
  28. ^ Heine, Christopher (October 23, 2012). "Xbox Spins New Web Reality Show". AdWeek. Archived from the original on May 14, 2013. Retrieved July 8, 2013.
  29. ^ "Rachel Zoe's 'Style Rules' Casting Contest!". Hollywire. 2011. Archived from the original on October 2, 2015. Retrieved July 8, 2013.
  30. ^ "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. Archived from the original on March 5, 2016. Retrieved July 8, 2013.
  31. ^ "TRESemmé® Unveils TRESemmé Style Setters; New Digital Series Launches with Actress Nikki Reed Taking Viewers Backstage at Mercedes-Benz Fashion Week". Unilever. March 12, 2012. Archived from the original on August 27, 2013. Retrieved July 8, 2013.
  32. ^ "TRESemme Launches Multi-Phase Digital Campaign". MediaPost. March 12, 2012. Archived from the original on October 3, 2014. Retrieved July 8, 2013.
  33. ^ Taintor, David (June 7, 2013). "Miller64 Debuts Web Series Featuring Pro Athletes Alloy Digital/DBG's 'The Sub' features Terrell Owens, Gary Payton, others". AdWeek. Archived from the original on July 28, 2013. Retrieved July 8, 2013.
  34. ^ "Media Metrix (Unduplicated reach for Alloy Digital and Digital Broadcasting Group)". Archived from the original on July 24, 2012.
  35. ^ a b "Video Metrix (Unduplicated reach for Alloy Digital and Digital Broadcasting Group)". Archived from the original on July 24, 2012.
  36. ^ Arrant, Chris (April 13, 2012). "SMOSH! Announces YouTube Animation Channel, Shut Up! Cartoons". Cartoon Brew. Archived from the original on May 17, 2013. Retrieved July 25, 2013.
  37. ^ "YouTube Original Channel Tracker". AdAge. July 2013. Archived from the original on July 22, 2013. Retrieved July 25, 2013.
  38. ^ "'Honest Trailers' Creator Andy Signore Accused of Sexual Abuse". The Hollywood Reporter. October 6, 2017. Archived from the original on October 7, 2017. Retrieved October 6, 2017.
  39. ^ Spangler, Todd (October 8, 2017). "'Honest Trailers' Creator Andy Signore Fired for 'Egregious and Intolerable' Sexual Behavior". Variety. Archived from the original on October 9, 2017. Retrieved October 9, 2017.
  40. ^ Spangler, Todd (July 2, 2018). "Fandom Acquires Screen Junkies From Defy Media". Variety. Archived from the original on July 2, 2018. Retrieved July 3, 2018.
  41. ^ Pitts, Russ (May 3, 2011). "The Escapist's Webby Wins". The Escapist. Archived from the original on April 16, 2013. Retrieved July 25, 2013.
  42. ^ Helder, Kelly (May 4, 2011). "Gaming Website Unlocks Lifestyle Achievement". The Escapist. Archived from the original on August 28, 2018. Retrieved August 8, 2013.
  43. ^ "Audience Overview". Archived from the original on August 8, 2013. Retrieved August 8, 2013.
  44. ^ "The Escapist Expo". Archived from the original on August 25, 2013. Retrieved August 8, 2013.
  45. ^ Spangler, Todd (July 26, 2018). "Defy Media Sells The Escapist Gaming Site to Canada's Enthusiast Gaming". Variety. Penske Media Corporation. Archived from the original on October 4, 2018. Retrieved July 26, 2018.
  46. ^ Del Rey, Jason (June 18, 2012). "Alloy Digital Snaps Up YouTube Power Network Clevver Media". Ad Age. Archived from the original on August 18, 2015. Retrieved July 8, 2013.
  47. ^ "Clevver Launches First New Channel of YouTube Premium Content Push".
  48. ^ "Media Metrix (Clevver)". Archived from the original on July 24, 2012.
  49. ^ "YouTube Original Channel Tracker". AdAge. July 20, 2013. Archived from the original on July 22, 2013. Retrieved July 25, 2013.
  50. ^ "How Defy Media defies the 'built-if-sold' video programming model". digiday.com. January 19, 2016. Archived from the original on March 2, 2016. Retrieved February 23, 2016.
  51. ^ "Hearst Magazines Acquires Clevver Following Defy Media Shutdown (Exclusive)". The Hollywood Reporter. February 15, 2019. Archived from the original on February 28, 2019. Retrieved March 11, 2019.
  52. ^ a b Grossman, Lev (December 16, 2006). "Smosh". Time. Archived from the original on February 21, 2007.
  53. ^ Pomerantz, Dorothy (January 25, 2013). "Smosh's Ian And Anthony Are A New, Purely Digital, Breed Of Celebrity". Forbes. Archived from the original on September 12, 2016. Retrieved August 26, 2017.
  54. ^ "Media Metrix (www.Smosh.com)". Archived from the original on July 24, 2012.
  55. ^ "Smosh is Homeless". YouTube. Smosh. Archived from the original on November 13, 2018. Retrieved November 12, 2018.
  56. ^ "Heather McDonald, Esther Drill, and Rebecca Odes, authors: A chat about life as a "gURL."". CNN. September 17, 1999. Archived from the original on May 9, 2015. Retrieved June 26, 2021.
  57. ^ Ali, Rafat (February 4, 2009). "Alloy Media Buys Online Sports Social Network Takkle.com". CBS News. Archived from the original on June 27, 2021. Retrieved June 26, 2021.
  58. ^ "Alloy Media + Marketing Picks Up Social Network For High School Sports TAKKLE". TechCrunch. February 4, 2009. Archived from the original on June 27, 2021. Retrieved June 26, 2021. This comes right after Alloy M+M's acquisition of teen girl community gURL.com.
  59. ^ Koday, Dan (July 8, 2011). "Dan Koday's Tumblr". Tumblr. Archived from the original on July 4, 2021. Retrieved July 1, 2021. So I can't take full credit for the design (obviously a designer put this together), but as the editorial owner of this project, I managed the process and offered approvals over everything. All in all, I think anyone would agree that the new gURL.com looks 9,000,000 times better!
  60. ^ Spangler, Todd (November 6, 2018). "Defy Media Is Shutting Down, Will Lay Off Employees". Variety. Archived from the original on November 17, 2018. Retrieved June 26, 2021.
  61. ^ Colyard, K. W. (June 3, 2019). "'This Is 18' Explores The Lives Of Teen Girls — Through Their Own Eyes". Bustle. Archived from the original on October 29, 2020. Retrieved June 26, 2021. Later, the now-defunct gURL.com's The Looks Book offered up profiles of various fashion archetypes teens could pursue, such as the Chic Geek, Diva, and Ice Queen.
  62. ^ Petitto, Jamie (November 22, 2020). Hi, Gurl. Bye, Gurl. WHY, GURL?! (Video). Retrieved May 9, 2022.
Retrieved from "https://en.wikipedia.org/w/index.php?title=Defy_Media&oldid=1254932757"