Vox Media is making online video a significant part of its plans. The digital media company has launched Vox Entertainment, a new division that will increase Vox’s online video presence.
Vox’s properties include seven different blogs, several of which already incorporate video to some degree. Sports site SB Nation, for example, was one of the participants in YouTube’s Original Channels Initiative, while The Verge has enlisted YouTube-native tech reviewer Marques Brownlee for videos. More recently, Vox invested in fashion content by moving forward with three new web series for its Racked site.
Vox Entertainment will scale up all of these operations while also looking at new partnerships for the company’s brands. “Our approach is to become a programming company as much as an editorial company,” Vox creative director Chad Mumm told The Hollywood Reporter (where news of Vox Entertainment was first reported). One of the first series to come from the new division will be a program for food site Eater that will be co-produced by Magical Elves.
There are a lot of digital media companies that do similar work to Vox, and several of them already have their own online video networks (or plan to). At the same time, Vox has a lot of money to throw around, and if it uses those funds on video, we can expect some top-notch programming to arrive over the next year or so.