After reaching one million subscribers, VICE is beginning to branch out on YouTube. The media company centered around its groundbreaking and oft-edgy magazine has launched THUMP, a website and YouTube destination centered around dance music.
The channel’s teaser gives us a pretty good idea of what to expect: loud electronic music, flashing lights, a wide assortment of interviews, sweaty young people on the dance floor, and, just for good measure, a little more noise.
“VICE is known for telling stories that matter to young people,” said VICE President Andrew Creighton. “Now, with our friends at Recreation Worldwide, we’ve created THUMP to tell stories that matter for fans of electronic music, through the best video content on the scene. So just stay awake – STAY AWAKE! – and enjoy.”
The first few videos beyond the teaser include documentaries, music video debuts, and informational featurettes. In many ways, it seems similar to another recently-formed electronic music YouTube channel: Skrillex, Diplo, and A-Trak’s Potato, which has already notched more than 4.3 million views in just a few short months of activity. Given VICE’s pedigree on YouTube and the sheer popularity of throbbing dance music among the young people who populate the Internet, expect THUMP to make a similarly quick and noticeable mark on YouTube’s music landscape.