Music, media, marketers and moguls: The Brag's maverick Rolling Stone, Variety publisher Luke Girgis plots new culture crusade with brands, offshore expansion after $8m sale to Vinyl Group

The maverick music artist manager-turned publisher of Rolling Stone, Variety and The Brag admits he knew little about media and “didn’t know what a media agency was” when he started his publishing business nine years ago trying to lure big brands like Lexus, Adidas and Jim Beam to the edgier end of culture. Luke Girgis is also outspoken on AI in publishing – journalists, he says, will earn “10x more” as AI moves further into content generation but only the good ones – “average journalists are going to lose their jobs, they probably should have anyway”, he says as his new music parent company, Vinyl, landed a $11m investment from billionaire WiseTech founder, Richard White, and eyes synergies from The Brag deal and expansion here and abroad.

Luke Girgis on LinkedIn: I feel like this placement gives me too much credit, the team at The Brag…

Kelly Bishop (Kel Page) on LinkedIn: Max Tani (@maxwelltani) on X

Linda Jenkinson on LinkedIn: Vinyl Group to Acquire The Brag Media

Agencies & Consulting

Music, media, marketers and moguls: The Brag's maverick Rolling Stone, Variety publisher Luke Girgis plots new culture crusade with brands, offshore expansion after $8m sale to Vinyl Group

Luke Girgis on LinkedIn: It is a huge privilege to announce Variety as part of the The Brag Media…

Luke Girgis on LinkedIn: I feel like this placement gives me too much credit, the team at The Brag…

Luke Girgis on LinkedIn: Music, media, marketers and moguls: The Brag's maverick Rolling Stone…

Media

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Linda Jenkinson on LinkedIn: Vinyl Group to Acquire The Brag Media

Media