New York-based Complex said it has hired eight staffers to produce at least 14 pieces of content daily for the Snapchat channel, led by Rawan Eewshah, who previously held social-media management roles at BuzzFeed and ABC’s “Good Morning America.”
Complex has lined up New Amsterdam Vodka as the official advertising partner for the first month on its Snapchat Discover channel. Stories currently on the Complex channel include “How Kanye West Made the Perfect Sneaker,” “9 TV Shows You Need to Watch This Fall,” “The Style Evolution of Pharrell Williams” and a discussion of the controversy over San Francisco 49ers QB Colin Kaepernick’s decision to kneel during the national anthem.
Other media partners in Snapchat’s Discover — which the social media company launched in early 2015 — include the NFL, BuzzFeed, MTV, People, ESPN, Mashable, Tastemade, Vice, CNN, Comedy Central and Rolling Stone. Snapchat’s messaging and media app has an estimated 150 million daily active users worldwide.
“Complex speaks to millennials and Gen-Zers obsessed with pop culture, music and sneakers,” said Snapchat VP of content Nick Bell. “Complex has a foothold like no other in this space and we’re excited to bring their unique voice and perspectives to old and new fans alike on Snapchat.”
Verizon and Hearst in April acquired Complex Media, founded by Rich Antoniello and fashion designer Marc Ecko in 2002. This month they merged Complex with their digital-video joint venture, dubbing it Complex Networks and naming Antonilello as chief executive.
Complex reaches an audience of 54 million unique monthly users across platforms, per comScore, and more than half of those are in the millennial demo.