Life of Vice: The voice of youth culture

By Sarah Smith and Yolanda O’Leary

London – Ronojoy Dam, creative director of Vice Media Group UK, gave an insight into the ways in which Vice maintains its connection with youth culture at LS:N Global’s Youth Network Evening on 18 April.

Vice’s output includes not only Vice magazine, but also online films, events, experiences and books, and Dam stressed the importance of the brand’s voice in connecting with its youth audience. ‘It’s irreverent, it’s fun, it’s simple, it’s excited, it’s curious and it doesn’t give a sh*t what your mum thinks,’ says Dam.

‘I don’t think the interests of young people have changed. They’re still interested in sex, drugs and rock ’n’ roll,’ says Dam. ‘It’s the voice that we [use] that’s key and the medium.’

For information on forthcoming LS:N Global events, contact Alena Joyette. Visit our Seed section to see the other guest speakers from the Youth Network Evening in conversation with LS:N Global editor James Wallman.