10:10 am Jun. 15, 2012
The promiscuous Vice Media will carve another notch in its bedpost today with an announcement that Motherboard, its online video and text "travel guide to future culture," is launching a new partnership with the digital arm of Popular Science.
Motherboard will provide Popular Science, a magazine first founded 140 years ago and publishing continuously in its present format since 1915, with "premium video content around the weird and wonderful intersection of science, culture and technology," according to a statement from Vice Media.
If you haven't visited Popsci.com, the venerable magazine's website, lately, you may be surprised to find a lot less of the garage-hobbyist stuff or the speculative outer-space stories than you might remember from the magazine as it was years ago. (The top story on the site at this writing was the quite enjoyable "FYI: Why Does Scotch Smell Like Band-Aids?")
But for a site that is largely about exploring complex science and feats of industrial engineering and technology, there is surprisingly little video: about one or two per weekday.
On the other hand, video has moved to the forefront of Vice Media's content strategy as the Brooklyn-based company, founded in Montreal in 1996 as a punk-inspired street magazine, has evolved its hip, young take on traditional journalism and begun distributing it aggressively through other media brands.
Vice's video arm, which launched Motherboard in 2009 as a channel on its onetime URL, VBS.tv, has forged partnerships over the past few years with marquee cable networks like CNN and MTV and global news brands like The Guardian and The Huffington Post. A new weekly newsmagazine program produced in conjunction with Bill Maher and Fareed Zakaria is gearing up for a debut on HBO, and a collaboration with Bloomberg TV is said to be in the works as well.
"We're aggressively expanding our audience," a spokesperson told Capital.
The Popular Science deal begins today, when the magazine's website mounts episode No. 5 of the Motherboard series "Sound Builders," in which the installation artist Liz Phillips discusses "her approach before creating a cacophonous environment out of a gourmet meal with the help of TV chef Sam Mason."
We think we understand what that means after watching the clip below:
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