Vinyl Group seizes cultural opportunity with premium publishing expansion

Vinyl Group (ASX:VNL) is making bold moves in the Australian media landscape, unveiling a major rebrand and restructure of its media division as Vinyl Media. The company, Australia’s only ASX-listed music entity, is positioning itself as a powerhouse for cultural storytelling, blending premium publishing with audience engagement across music, entertainment, and lifestyle.

Interim General Manager of Vinyl Media, Joel King, sees this as a pivotal moment. “We’re building one of the most exciting independent media networks in Australia,” King said. “By combining leading media brands with our expertise in music and culture, we’re creating a unique platform for brands and audiences alike.”

Strategic acquisitions strengthen Vinyl Media’s portfolio

The launch of Vinyl Media follows Vinyl Group’s aggressive expansion strategy. Over the past year, the company has secured a diverse suite of influential media assets, including:

• The Brag Media, home to Rolling Stone Australia and Variety Australia.
• Mediaweek, a trusted source for media and marketing insights.
• Concrete Playground, a digital city guide spanning Sydney, Melbourne, Brisbane, Auckland, and Wellington.

On top of these acquisitions, Vinyl Group has inked a new licensing deal to relaunch Refinery29 in Australia, marking its entry into the women’s lifestyle category. The local edition will feature original content tailored for Australian audiences while staying true to Refinery29’s distinctive editorial voice.

Josh Simons, CEO of Vinyl Group, emphasised the company’s long-term vision. “The launch of Vinyl Media is a testament to the incredible growth of Vinyl Group over the past year and our ambition to shape the future of culture and media in Australia.”

Rolling Stone Australia continues under renewed multi-year deal

Vinyl Media has also secured a multi-year renewal of its Rolling Stone Australia license with Penske Media Corporation (PMC), ensuring the magazine remains a cornerstone of Australian music journalism. The company will continue publishing Variety Australia and managing advertising placements for 14 additional PMC titles, including Billboard, The Hollywood Reporter, Deadline, and IndieWire.

“This renewal strengthens our relationship with Penske Media and allows us to continue bringing world-class content to Australian audiences,” King noted. “It’s a crucial part of our strategy to offer advertisers access to engaged communities across multiple cultural touchpoints.”

Vinyl Media offers advertisers unrivalled cultural access

With its expanded portfolio, Vinyl Media now presents a powerful proposition for advertisers. The newly integrated business houses The Brag Media’s award-winning partnerships and creative teams, as well as the recently acquired Funkified events team, providing brands with access to live experiences and engaged audiences across music, gaming, film, and lifestyle.

Batoul Peters, Head of Commercial Operations for Vinyl Media, believes the platform offers unparalleled opportunities. “With the expertise behind our ecosystem, we embed brands into the fabric of culture through tailored and strategic brand solutions,” Peters said. “Vinyl Media connects brands with the moments, communities, and conversations that matter.”

A new era for Vinyl Group

Beyond Vinyl Media, Vinyl Group continues to expand its footprint across the global music ecosystem. The company’s broader portfolio includes:

• Vinyl.com, a leading e-commerce platform with over 50,000 titles.
• Vampr, a social-professional network with 1.4 million music creators.
• Jaxsta, the world’s largest database of verified music credits.
• Serenade, a Web3 pioneer in digital and physical collectibles for artists.

As Vinyl Media takes shape, the company is well-positioned to redefine how brands, publishers, and audiences connect in Australia’s evolving media landscape. With its unique blend of music, culture, and storytelling, Vinyl Group is making a strong play for the future of independent publishing.