In a strategic move to drive growth and streamline operations, Vinyl Group (ASX: VNL), Australia’s premier ASX-listed music company and owner of The Brag Media, has announced significant leadership changes. Jessica Hunter has been promoted to Head of The Brag Media, while senior contributor Lars Brandle has been appointed Head of Content.
These changes come on the heels of a comprehensive review of The Brag Media, which also sees the departure of Managing Director & Publisher Luke Girgis. The company anticipates $750,000 in savings over the next year as a result of these adjustments.
Jessica Hunter joined The Brag Media last year as General Manager of Partnerships. She previously led the agency and brand partnerships team at Woolworths’ Cartology, managed the national commercial team at Daily Mail, and gained extensive experience with Bauer Media, News Corp, and Nine. During her tenure at The Brag Media, she has successfully expanded the partnerships team, secured numerous high-value deals and renewals, and launched the client-focused event, The Brag Live On Stage. In her new role, Hunter will oversee day-to-day operations, drive business growth, and spearhead high-level strategy and business outcomes.
Lars Brandle, a veteran journalist with over 20 years of experience in the international music industry, has been appointed Head of Content. Brandle has a storied career, including a significant tenure at Billboard where he served as Global News Editor. More recently, he has been Billboard’s Australian correspondent and a senior contributor to The Brag Media. As Head of Content, Brandle will shape The Brag Media’s content strategy and oversee output across its diverse titles, including Rolling Stone Australia and New Zealand, Variety Australia, The Music Network, and Tone Deaf.
Vinyl Group CEO Josh Simons commented, “Upon acquiring The Brag Media, the Board and I have taken the time to get to know all the incredible talent in the team. It became clear that Jessica’s leadership and commercial achievements since joining the business have made her an undeniable force. We believe in Jessica’s ability to steer The Brag Media, unlock its full potential and drive our ambitious growth plans forward. I look forward to working closely with Jess and Lars in their new roles. The Brag Media is synonymous with youth culture, and the best is yet to come.”
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Expressing her excitement, Hunter said, “I’m incredibly proud of what we’ve been able to achieve since I joined The Brag Media. Our business is home to some of the best people in media. This is a fantastic opportunity to lead Australia’s largest creator of premium youth content and events through the next phase of growth. I’m grateful to Josh and the Board for their trust and remain motivated to ensure our portfolio of iconic brands and partnerships reach their full potential, and that our clients receive top-tier support and award-winning campaign solutions that sit at the centre of youth culture.”
In 2023, The Brag Media expanded its scale and reach through new partnerships with Playwire, Evolve Media, Byron Bay Bluesfest, Hypebeast, and PMC. With a network that now boasts over 40 million monthly page views and reaches 9.1 million unique Australian users per month across its top 50 sites, The Brag Media has cemented its position as Australia’s largest creator of premium youth content and events.
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