RICE Media changes its tagline to focus on perspective

After just over six years, RICE Media will be changing its tagline to better cater to the content it currently publishes, according to the publication's LinkedIn page. It will now go by the tagline, 'Feed Your Mind'.

In its post, RICE Media acknowledged that after working to build the brand up since 2017, it was finally time for a change. 

"In the years we’ve spent building RICE Media since 2017, our journey has been riddled with many challenges—internet trolls, overseas enquiries about the grains we export (no, we don’t actually peddle rice), and the first-world problem of hiking to an office at Ann Siang Road," it wrote. "Still, we powered through. The local media landscape back then lacked bold cultural edge. So, we delivered: Asia, Unfiltered."

However, RICE Media noted that they have since maturated as a publication. "Putting forth raw opinions into the world doesn’t reflect who we are right now," it said. 

Yes, we’ve outgrown the desire to be unfiltered. Today, we want to put things into perspective. We want to satisfy your hunger for content that makes you think.

It added that it is still everything readers love about RICE, just with "more eat, potatoes and gravy."

RICE Media is a digital publication committed to delivering clarity and sensibility about life in Southeast Asia through investigative reporting, cultural commentary, and critical analysis, it said.  "We make an impact through well-told human interest stories that drive people to think deeper and broaden their worldviews,"

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In tandem with RICE Media's new change in direction, it also revelated that it has appointed a new managing director and editor in chief. Its client services director, Khai Asyraf, will take over as managing director while its branded content strategist, Ilyas Sholihyn, will take on the role of editor in chief. 

RICE Media founder Mark Tan initiated the changing of guards as part of an internal company restructure to support the next step of the publication’s evolution, it said in a statement. 

“RICE Media is embarking on a regional expansion that will see us bring our brand of irreverent, impact journalism to key markets in Southeast Asia. This requires a strong, innovative management team that understands the region’s cultural nuances,” said Tan. He added that aside from their years of experience in the industry, Asyraf and Sholihyn bring an in-depth understanding of local and regional audiences and a penchant for taking creative risks.

"Under their leadership, our audience and partners can expect greater diversity in our topic coverage, as well as more dynamic storytelling that pushes both creative and cultural boundaries,” he said before adding that Asyraf will bring his creative production and business development expertise in his new role to spearhead new commercial partnerships, initiatives and opportunities.

“Guided by our unique storytelling and audience insights, our content studio produces native advertising campaigns for a discerning audience through RICE’s penchant for edge and cultural impact," said Tan. "Through our product innovation and distinctive content, we offer digital marketing and media consultancy solutions for agencies and brands. We will continue expanding our diverse range of clients—from travel and lifestyle brands to the banking, finance, and insurance industry.”

Under Asyraf's leadership, RICE Media will also formally embark on an expansion plan across Southeast Asia.

“The disruption of the pandemic offers an unparalleled opportunity for transformation and reinvention. On this note, I will focus on expanding commercial opportunities in Southeast Asia, elevating our creators' capabilities in the region,” said Asyraf.

Sholihyn on the other hand, has a decade of experience in regional newsrooms and digital publications and will be driving the content direction in RICE Media and refining its impactful, quality storytelling across diverse topic verticals.

“Since 2016, RICE Media has been a platform that challenges perspectives through unfiltered, unconventional journalism. We’ve matured as a brand, and we want to build on that foundation with a sharper focus on delivering thoughtful content while still balancing our business objectives,” he said. 

He continued by saying that in that spirit, the team wants to collaborate with brands and government agencies to help people understand culture better by providing searing clarity and nuance while going deeper into pertinent issues of the day to unearth something new—all through the power of creative non-fiction.

Alongside the new appointments, RICE Media also revealed that it will begin to grow Storytellers, a mentorship program that teams up with local companies and community organisations to nurture potential creative talents from all backgrounds.

The publication will also be officially establishing a branded content studio to offer partnering brands its expertise in cultural storytelling and digital content.

MARKETING-INTERACTIVE has reached out for more information.

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