Mountain Dew and Complex Media announced a partnership that supports the evolution of the beverage brand’s legacy programs – Green Label Sound, Green Label Art and Green Label Exclusives – with the launch of www.Green-Label.com, a new digital destination with a focused mission to cover the voices and stories of today’s youth culture.
Green Label will tap established and up-and-coming voices, as well as an independent in-house editorial team, to develop, curate and syndicate the latest stories and emerging trends in youth culture across Art, Music, Action Sports/Sports, Style and Places.
The robust platform will also feature content from a diverse range of respected media partners. Feature stories on the platform will be amplified by Complex Media‘s and Mountain Dew’s influential social media networks to broaden reach and drive traffic to the destination site.
“The Mountain Dew brand is built upon a deep understanding and ability to authentically resonate with youth culture,” said Greg Lyons, Vice President of Marketing, Mountain Dew.
“When our legacy Green Label programs were created, we were among the first to give promising musicians and artists an opportunity to express themselves – today, with the new Green Label destination, we’re expanding to a new platform for expression and engagement.”
The Green Label platform operates as part of the Complex Media collective of sites for young men – which has more than 65 million unique monthly users and is overseen by Complex Media Editor-in-Chief Noah Callahan-Bever, as well as a dedicated editorial team including, Justin Tejada, Editor-in-Chief, Nick Schonberger, Deputy Editor and Brendan Frederick, VP of Content Operations.
“Green-label.com is an innovative marketing partnership between Mountain Dew and Complex Media that will be ad-supported like other sites in the Complex Media group, with advertising sold by Complex Media,” said Rich Antoniello, CEO of Complex Media.
“Green-label.com breaks new ground not only editorially but in the unique way in which we’ve structured our partnership; we both stand to benefit by leveraging Complex’s expertise in content and engaging an audience. We commend Mountain Dew for their boldness in working with us to execute an entirely new way of speaking directly to today’s youth.”