Vinyl Group has entered into an exclusive licensing and representation agreement with Refinery29, a global women-focused lifestyle media brand.
The agreement marks a return of Refinery29 to the ANZ market with a local editor and editorial team, alongside representation of ANZ inventory across Refinery29’s international sites
The local version of the Refinery29 brand - licensed from overseas with added local content - was closed last year amid Pedestrian Group's round of closures.
Key terms of the agreement include a multi-year deal, with an option to extend for an additional term upon meeting minimum performance guarantees.
Refinery29 is owned by Sundial Media Group, a vertically integrated media, technology and experiential company that also includes Essence Ventures; ESSENCE, including Girls United and Naturally Curly; AFROPUNK; Beautycon; Essence Studios; ESSENCE Festival of Culture; and SOKO MRK.
Vinyl Group CEO Josh Simons said this partnership with Refinery29 opens an exciting new chapter for Vinyl Group.
"Refinery29’s unique and powerful voice in the women’s lifestyle space is a perfect addition to our portfolio," he said.
"It diversifies our media revenues while staying true to our strategy of leveraging internationally recognised brands to drive local engagement. We are proud to bring Refinery29 to ANZ audiences and look forward to delivering strong results for both parties.”
Refinery29’s chief revenue officer, Ashley Meade, said there is a need for smart, irreverent and bold conversations that empower women today.
"We look forward to sharing the success of Refinery29’s centres of excellence across content, intelligence, experiential and talent partnerships to drive commercial growth with Vinyl Group," she said.
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