Vinyl Group rebrands media division as Vinyl Media

Vinyl Group has rebranded its media division as Vinyl Media, consolidating its expanding portfolio of owned and licensed publications under a single brand.

The move follows a period of rapid expansion, with acquisitions including The Brag Media, trade publication Mediaweek and Concrete Playground, alongside a major licensing deal to bring Refinery29 back to Australia.

With a mission to “turn brands into cultural icons,” Vinyl Media hopes to serve as a premium publishing house, giving advertisers access to audiences across music, entertainment, lifestyle and gaming.

Vinyl Group’s recently appointed chief operating officer, Joel King, will take on the role of interim general manager of Vinyl Media.

The rebrand comes after a series of high-profile deals. Vinyl Group completed its acquisition of The Brag Media in early 2024, securing Rolling Stone Australia and Variety Australia under long-term licensing agreements with Penske Media Corporation.

The group then acquired Mediaweek and said it will soon finalise its acquisition of Concrete Playground, a digital city guide covering Sydney, Melbourne, Brisbane, Auckland, and Wellington.

The company recently struck a licensing and representation deal to relaunch Refinery29 in Australia, marking its entry into the women’s lifestyle category. A local editorial team will be established to produce original content that reflects Australian and New Zealand perspectives while maintaining Refinery29’s signature style and global editorial standards.

Vinyl Group CEO Josh Simons said the launch of Vinyl Media reflects the company’s ambition to shape the future of culture and media in Australia.

“By bringing together a growing stable of the most influential brands across music, entertainment, media, and lifestyle, we’re building a powerhouse for storytelling and audience engagement,” he said.

Batoul Peters, head of commercial operations for Vinyl Media, said the division would offer brands strategic solutions to embed themselves in the fabric of culture.

With the rebrand, Vinyl Media is positioning itself as one of Australia’s most dynamic independent media companies, combining digital publishing, cultural influence, and brand partnerships to drive its next phase of growth.