Vice is looking to expand southward with a new bureau opening in Miami.
Aimed at producing content for young, Hispanic people in the US and across Latin America, the new bureau will come out with its own content as well as work through ties with Vice’s bureaus in Mexico, Brazil, and Colombia. It will launch this month in Miami’s Wynwood Arts District.
In addition to producing and editing video content, Vice’s Miami bureau will work with brands and other media companies to put out content targeted towards Hispanic youth. It will also coordinate all of the media company’s Hispanic and Latin American operations.
So far, Vice’s content aimed at this large demographic includes “Miscelánea Mexicana,” a show about Mexican “cultural oddities,” and a series that follows that 2012 presidential elections in Mexico. The media company has also been producing content from it Bogota, Colombia bureau since 2014, from which came a documentary about violence in Buenaventura, a coastal city considered the country’s main port.
Vice’s new bureau announcement comes at a time when plenty of publishers are making an effort to appeal more to their young, Hispanic viewers. Last month, NCBUniversal’s Hispanic group partnered with Defy Media to create original, mobile content for Hispanic audiences, while the Spanish language version of ESPN, ESPN Deportes, announced that it would increase its investment in original, online video content.
This may be in part due to Hispanic viewers’ propensity to watch lots of online video. A study from back in September 2014 found that Hispanic households in the US spend 68% more time watching digital content than their non-Hispanic counterparts.