Vice Media has named Adam Stotsky, a veteran NBCUniversal marketing executive, as its new CEO. Stotsky will steer the company’s turnaround by emphasizing its studio and advertising divisions, according to a Monday report.
Under Stotsky’s leadership, Vice will concentrate on original documentaries, dramas, and podcasts. Key projects include the British crime drama Gangs of London and the documentary Bama Rush, which explores sorority recruitment at the University of Alabama.
Stotsky told the Wall Street Journal the focus is on producing storytelling that builds a profitable, sustainable brand in today’s media environment.
Bruce Dixon, who has served as Vice’s CEO since February 2023, will depart the company. During his tenure, Dixon implemented layoffs and cost-cutting measures following Vice’s 2023 bankruptcy filing. The company was subsequently acquired by Fortress Investment Group and Soros Fund Management.
Dixon also oversaw plans to cease publishing on Vice.com and to sell off assets such as Refinery29 and the British fashion magazine i-D.
According to Michael Lang, Vice’s executive chairman, the company is now profitable and aims to grow its studio operations into a major revenue source. Founded in 1994, Vice is shifting focus under Stotsky’s guidance, who brings nearly 30 years of television and entertainment experience, including roles as chief marketing officer at NBCUniversal, president of Esquire Network and E! Entertainment, and leadership at Dick Clark Productions.
Lang acknowledged the challenges ahead, noting competition from platforms like Instagram, TikTok, and YouTube. Vice plans to produce high-quality content tailored for these digital platforms but will avoid operating as a digital platform itself.
The leadership change follows the recent appointment of Amy Powell, former Amazon and Paramount executive, as president of Vice Studios.
Additionally, Vice plans to grow its Virtue ad agency in Europe and expand news podcasts such as Shane Smith Has Questions. The company is also investing in sports programming, including the series Calipari: Razor’s Edge, produced in partnership with Peyton Manning’s Omaha Productions, and an upcoming September launch of NFL Playback, featuring commentary by celebrities and players.