Defy Media

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Defy Media
Independent
Industry Digital Media
Predecessor Break Media
Alloy Digital
Headquarters New York City, United States
Area served
 Worldwide
Products Digital Media, Merchandise, Broadcast, Advertising Media Network, Apps
Divisions Atom Entertainment
Website defymedia.com

Defy Media, formerly known as Alloy Digital and Break Media,[1][2][3] is a digital media company that produces original online content for the 12-34 age group.

Content

Defy Media owns and operates online brands including Smosh,[4] Shut Up! Cartoons, Clevver Media, Smosh Games, The Escapist,[5] Teen,[6] Gurl,[6] The Gloss,[6] and Crushable, as well as Break.com, Screen Junkies, CagePotato, Chickipedia, HolyTaco, MadeMan, AllLeftTurns, TuVez and GameFront which were inherited from Break media. Each of these brands operates a dedicated website and YouTube channel. Defy Media's online program offerings include The Single Life, The Confession, Fashion on the Fly,[7] Dating Rules,[4] Chasing,[8][9] Style Rules,[10] Wendy,[11] Style Setters,[12][13] and The Sub.[14]

According to ComScore, Defy counts more than 38 million followers among its owned brands, reaching 221 million unique visitors each month.[15] Together, its channels reach over 80 million video viewers monthly.[16]

Defy's main investors are Viacom, Lionsgate, ZelnickMedia and ABS Capital.[17]

Brands

Smosh was founded in 2005 by Ian Hecox and Anthony Padilla[18] and acquired by Alloy Digital in July 2011.[19] The Smosh YouTube channel was the most subscribed channel on YouTube with over 20+ million subscribers.[20] The channel’s core demographic is 12-24. The SMOSH.com website measures 1.5 million visitors monthly.[21] Smosh was called the Saturday Night Live of the Internet by Time in 2006.[18] Smosh spin-off channels include Shut Up! Cartoons and Smosh Games.
Shut Up! Cartoons was launched as a spin-off of Smosh in April 2012.[22] It features original cartoons and animated videos. The channel consistently ranks in the top 25 for weekly views.[23] Original animated series include Zombies vs. Ninjas, Pubertina, Krogzilla Gets a Job, Oishi High School Battle, Smosh Babies, and Paper Cuts.[24] Shut Up! Cartoons is led by Barry Blumberg and Lena Hume.[24]
  • Clevver Media
Clevver Media was founded in 2006 by Michael Palmer and Jorge Maldonado and acquired by Alloy Digital in June 2012.[25] Launched in 2006, it operates six entertainment and celebrity-focused YouTube channels, including ClevverTV, ClevverMovies, ClevverMusic, ClevverNews, ClevverStyle and ClevverTeVe. Clevver Media ranks in the top 10 YouTube networks, according to ComScore.[26] Hosts/producers have included Lily Marston, Katie Krause, Deidre Behar, Erin Robinson, Misty Kingma, Vivian Valadez, Miriam Isa, Nicole Phillippi, Jacqui Phung, Brianna Baxter, Chelsea London Lloyd, and Ryland Adams. Executive producers are Dana Ward and Joslyn Davis.[27] Clevver is led by Michael Palmer and Jorge Maldonado. The Clevver brand is the second-biggest YouTube channel for sponsor content in the Defy Media group of brands.[28]
  • Smosh Games
Smosh Games was launched as a spin-off of Smosh in September 2012. Smosh’s Ian Hecox and Anthony Padilla team up with various online gamers to play games, provide reviews and updates, and share commentary. The YouTube channel achieved 1 million subscribers within three months of launching.[29] It counts more than 350 million video views.[16]
The Escapist was acquired by Alloy Digital in November 2012.[5] It targets video-game enthusiasts. in 2008, the site won a Webby Award[30] and a People’s Voice Award.[31] The Escapistmagazine.com website generates 28 million page views each month.[32] In 2012, The Escapist launched the Escapist Expo in Durham, North Carolina. The second annual took place in October 2013.[33]
  • Teen
Teen is an online community offering celebrity and entertainment news for teenagers. It won an OMMA Award for "Best Youth Site" in 2012.[34]
  • Gurl
Gurl is an online community that covers a variety of teenage-girl issues including life, love, sex, health, and friends.
  • The Gloss
The Gloss is an online community about fashion and beauty. The former sites Mommyish.com, Blisstree.com and Grindstone.com now exist within The Gloss to provide content on health, career, and parenting.
  • Crushable
Crushable is an online community that focuses on celebrity news, style, gossip, and relationships.
Launched by Andy Signore, Brett Weiner and Mitch Rotter.[citation needed] The site focuses on film and television related topics. As of December 2015, Screen Junkies has over 5 million subscribers and over one billion video views.

Awards and recognition

  • 2013 Digiday Award for Best Content Marketing Program for Chasing with Steve Aoki [36]
  • 2012 OMMA Website Excellence Award for Alloy Digital content on Teen.com[34]
  • 2012 W3 Gold Award for Dating Rules From My Future Self [37]
  • 2012 Internet Advertising Competition Award from the Web Marketing Association for Smosh.com [38]
  • 2012 Internet Advertising Competition Award from the Web Marketing Association for Dating Rules From My Future Self [39]
  • 2011 Media Vanguard Award for the Most Innovative Use of Original Web Video for Merchandising Kmart First Day [40]

Key people

  • Matt Diamond, CEO of Defy Media[41]
  • Keith Richman, President of Defy Media[41]
  • Barry Blumberg, Head of Content[41]
  • Andy Tu, EVP Marketing[41]
  • Mark Gall, Chief Revenue Officer[41]
  • Gina DiGioia, EVP, General Counsel & Secretary[41]

References

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  6. ↑ 6.0 6.1 6.2 6.3 Lua error in package.lua at line 80: module 'strict' not found.
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  26. ↑ Lua error in package.lua at line 80: module 'strict' not found.
  27. ↑ Lua error in package.lua at line 80: module 'strict' not found.
  28. ↑ http://digiday.com/publishers/build-brands-will-come-defy-medias-approach-advertising/
  29. ↑ Lua error in package.lua at line 80: module 'strict' not found.
  30. ↑ Lua error in package.lua at line 80: module 'strict' not found.
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  32. ↑ Lua error in package.lua at line 80: module 'strict' not found.
  33. ↑ Lua error in package.lua at line 80: module 'strict' not found.
  34. ↑ 34.0 34.1 Lua error in package.lua at line 80: module 'strict' not found.
  35. ↑ Lua error in package.lua at line 80: module 'strict' not found.
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  40. ↑ Lua error in package.lua at line 80: module 'strict' not found.
  41. ↑ 41.0 41.1 41.2 41.3 41.4 41.5 Lua error in package.lua at line 80: module 'strict' not found.
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