The Vice Guide to Engagement

by thewheatandthechaff


VICE was a magazine with a cult following when a transformative chat with director Spike Jonze inspired their founders to plunge into the world of video. Their audience expanded exponentially as fans spread their video content across the internet. Soon VICE’s documentaries were being screened at international film festivals, and CNN and HBO wanted to collaborate on TV projects. Brands also came calling. As part of Google Insights’ Engagement Project series, they sat down with VICE co-founder and CEO Shane Smith to talk about breaking convention, making killer content and engaging the right audience: