WEBVTT - Vibe merges with Rolling Stone! But how do we feel about that?

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<v Speaker 1>Twist.

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<v Speaker 2>I'm a homegrow that knows a little bit about everything

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<v Speaker 2>and everybody.

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<v Speaker 1>You know, if you don't lie about that. Right, Hey, y'all,

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<v Speaker 1>what's up.

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<v Speaker 2>It's Laura Rosa and this is the Latest with Laura Rosa.

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<v Speaker 2>This is your daily dig on all things pop culture, entertainment, news,

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<v Speaker 2>and all of the conversations that shake the room.

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<v Speaker 1>Baby.

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<v Speaker 2>Now we are back again with another episode of the Latest.

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<v Speaker 2>In this episode, I really.

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<v Speaker 1>Want you guys to sound off.

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<v Speaker 2>I love it when we talk about things here on

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<v Speaker 2>the podcast and then I see you tweeting me about it.

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<v Speaker 2>I see you, you know, posting the podcast and talking

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<v Speaker 2>about it in your Instagram stories, everywhere you can talk.

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<v Speaker 2>I need to hear from you, guys, l O R

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<v Speaker 2>E N l O R O s A on social

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<v Speaker 2>media because I have a question to asks. How do

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<v Speaker 2>you guys feel about the legendary Black You know, it

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<v Speaker 2>is one of the black staple magazines and platforms. Vibe

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<v Speaker 2>Magazine becoming a part of Rolling Stone. And when I

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<v Speaker 2>say becoming a part of Rolling Stone, what I mean

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<v Speaker 2>is Billboard announced this week that Rolling Stone will be

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<v Speaker 2>joining forces with Vibe.

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<v Speaker 1>Now.

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<v Speaker 2>Vibe will bolster rolling Stones hip hop coverage and allow

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<v Speaker 2>the brands to go deeper into the genre. Vibe will

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<v Speaker 2>also print special collectors' editions of the magazine and launch

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<v Speaker 2>a new interview series as spotlights in depth conversations with

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<v Speaker 2>the most important figures, ranging from musicians to superstar athletes

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<v Speaker 2>and fashion icons. Now, the CEO of Rolling Stone said,

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<v Speaker 2>we are thrilled to announce that Vibe is joining forces

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<v Speaker 2>with Rolling Stone. This historical team up will enable Rolling

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<v Speaker 2>Stone to level up the publications hip hop and R

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<v Speaker 2>and B coverage, allowing Rolling Stone to dive deeper into

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<v Speaker 2>the culture. As a part of this move, rolling Stone

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<v Speaker 2>will invest in Vibe across video, podcasts, long form journalism,

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<v Speaker 2>social media, and exponential opportunities, all areas where Rolling Stone

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<v Speaker 2>is a market leader. Vi will continue to power cultural

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<v Speaker 2>conversations and re establish itself as a driving force for

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<v Speaker 2>commentary and reporting. Our goal, the CEO continues, is to

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<v Speaker 2>continue the mission that Vibe was founded on, while leveraging

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<v Speaker 2>Rolling Stone to amplify its presence across all platforms. So essentially,

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<v Speaker 2>what is happening here is like when, for instance, when

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<v Speaker 2>an entrepreneur creates a product, builds that product up up,

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<v Speaker 2>up up up, Rihanna INFINTI, well, it's a little different

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<v Speaker 2>because you know Rihanna and Rihanna, but builds that product

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<v Speaker 2>up up, up up up in a way and then

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<v Speaker 2>decides to partner with a bigger you know, kind of

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<v Speaker 2>like almost like a distribution deal for a music Artisty

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<v Speaker 2>you decide to partner with a h a company, a platform,

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<v Speaker 2>a home that has more resources readily available, has more

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<v Speaker 2>you know, financial resources readily available, so that you're able

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<v Speaker 2>to then take what you build built and not just

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<v Speaker 2>make it bigger, but scale it better as far as

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<v Speaker 2>you know what you're outputting.

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<v Speaker 1>So to me, there's two folds of this.

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<v Speaker 2>On one hand, the first thing I thought of when

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<v Speaker 2>I saw this was why is Rolling Stone and black

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<v Speaker 2>people business?

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<v Speaker 1>And I get it.

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<v Speaker 2>Outlets like Rolling Stone, I mean they cover black people,

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<v Speaker 2>black talent. You know, that's a thing. But historically we

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<v Speaker 2>know that those outlets, the Vibes, the Ebonies, the Jets,

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<v Speaker 2>the Essence magazines, those outlets they're ours, right, I mean,

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<v Speaker 2>but you do have the fact that like BT, which

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<v Speaker 2>is you know, black entertainment television is under paramount and

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<v Speaker 2>you know at one point it was Viacom, and those

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<v Speaker 2>are not black companies, But I don't know, this felt

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<v Speaker 2>a little different, and maybe because it is editorial, maybe

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<v Speaker 2>because it is you know, the conversation in our vibe

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<v Speaker 2>is just I don't know, it's just different.

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<v Speaker 1>And be really honest with you guys as well.

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<v Speaker 2>Prior to this, I don't know much about vibes partnerships

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<v Speaker 2>and you know, who they were working with, who they

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<v Speaker 2>weren't working with. But this was just loud, it was big.

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<v Speaker 2>It was everywhere when it dropped because Rolling Stone is

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<v Speaker 2>such a it's such a relevant brand and pop culture.

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<v Speaker 2>So that was the first thing I thought, and then

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<v Speaker 2>I read a little bit more. Oh and also I

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<v Speaker 2>started seeing, you know, there were a few journalists that

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<v Speaker 2>I follow that once this announcement came out, they posted

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<v Speaker 2>tweets like, hey, you know, today is my last day

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<v Speaker 2>with Vibe magazine because of the Rolling Stone Vibe merger.

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<v Speaker 2>And I mean, I didn't see anything bad from them,

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<v Speaker 2>but I did see that as well.

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<v Speaker 1>So that was my first thought.

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<v Speaker 2>And then I'm on my timeline on X and all

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<v Speaker 2>I see are journalists because some of these people I

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<v Speaker 2>don't know, I just follow because they tweet out the

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<v Speaker 2>stories that they cover or you know, they're tweeting different

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<v Speaker 2>news and I follow news everywhere, That's just what I do.

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<v Speaker 2>But I'm seeing, like, I mean, like an influx of

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<v Speaker 2>because of the Vibe and Rolling Stone merger. Because of

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<v Speaker 2>the Vibe and Rolling Stone merger, over and over and

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<v Speaker 2>over again, I now no longer have my job. Thank

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<v Speaker 2>you for the three years of this. And you could

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<v Speaker 2>tell that, you know, people were keeping it super like

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<v Speaker 2>there's nothing we could do. We was laid off, you

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<v Speaker 2>know what I'm saying. But I'm like, oh, ouch, wow, okay,

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<v Speaker 2>So that made me to be like, am I supposed

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<v Speaker 2>to be apprehensive about this? Am I supposed to be

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<v Speaker 2>happy for Vibe Magazine about this? People are losing their job.

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<v Speaker 2>It feels like Vibe is about to be gentrified, Like

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<v Speaker 2>what is going on here? And I come from, you know,

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<v Speaker 2>working with major outlets before TMZ. I worked in a

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<v Speaker 2>fashion closet at Cosmopolitan magazine. Like I've only ever known

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<v Speaker 2>outlets that were not black centered.

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<v Speaker 1>But had to be inclusive because they just had to be.

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<v Speaker 2>And it's just different like now, you know, working with

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<v Speaker 2>the Breakfast Club and being here on the Black Effect

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<v Speaker 2>Podcast network is different when you're at something that is

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<v Speaker 2>for us by us and even if not like fully

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<v Speaker 2>owned right because Breakfast Club is an iHeart, you know show.

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<v Speaker 2>It's black focused and black centric and I work with

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<v Speaker 2>black people.

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<v Speaker 1>It's very different than.

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<v Speaker 2>Anything I've ever experienced in my work career, my work life.

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<v Speaker 2>So it made me think about what the new tone

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<v Speaker 2>and the work energy vibe will be. And I started

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<v Speaker 2>thinking about that because that tone and that energy and

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<v Speaker 2>that culture will pour out and will reflect and the

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<v Speaker 2>content that they put out. And I think with the

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<v Speaker 2>way that the landscape is changing in media and what's

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<v Speaker 2>important and how people are digesting news and opinion and

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<v Speaker 2>what they care about, people got to really believe it

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<v Speaker 2>to even want to support. And I think those legacy magazines,

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<v Speaker 2>I've always wondered what was the what's the fix for them?

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<v Speaker 2>I think Essence Magazine has definitely figured out how to

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<v Speaker 2>reinvent their voice a bit, like I love it when

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<v Speaker 2>they do the thread breakdowns whenever something happens, like you

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<v Speaker 2>can always count on that, whether it's on Twitter or

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<v Speaker 2>it's a swipe through on Instagram. Their social media team

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<v Speaker 2>really stepped it up. Their covers really stepped it up.

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<v Speaker 2>And I don't mean stepped it up in a way

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<v Speaker 2>of like they weren't ever good. I mean as a

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<v Speaker 2>legacy media outlet when in times where things are changing,

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<v Speaker 2>you gotta reinvent, you gotta connect and reach people differently,

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<v Speaker 2>especially today, because there's somebody right now, at this very moment,

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<v Speaker 2>turning on their camera on their phone, about to post

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<v Speaker 2>a video with an opinion or reporting of something that

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<v Speaker 2>can potentially go viral and become the number one outlet

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<v Speaker 2>of whatever genre that is, and all they did was.

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<v Speaker 1>Turn on their phone.

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<v Speaker 2>Meanwhile, you have full you know, editorial teams at places

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<v Speaker 2>like Vibe, Jet, Ebony, all of these essence, all these places,

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<v Speaker 2>and they now have to compete with that person.

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<v Speaker 1>Things are just different now.

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<v Speaker 2>So I've always thought, like, you know, what is the

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<v Speaker 2>answer for our legacy magazines because with me, I want

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<v Speaker 2>to be in that middle space. I always want to

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<v Speaker 2>understand that middle space of like, Okay, here's all the

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<v Speaker 2>fly stuff that our legacy magazines were known for, here's

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<v Speaker 2>where everything is now, here's you know, with the focus

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<v Speaker 2>of news should be, and here's how you bring it

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<v Speaker 2>all together. I've always like that's always been like my

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<v Speaker 2>vision for content of like what was being done before us.

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<v Speaker 2>That's stuck and made these really big careers, whether it's actors, journalists, reporters,

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<v Speaker 2>personality with what is where are things now? And how

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<v Speaker 2>do we mess that together? So on the other side,

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<v Speaker 2>I say all that to say on the other side,

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<v Speaker 2>when I saw this, I was like, Okay, Vibe Magazine

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<v Speaker 2>can now.

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<v Speaker 1>I don't know, maybe it's.

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<v Speaker 2>Be I don't know what the issues were internally that

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<v Speaker 2>made them feel like they needed this merger. But and

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<v Speaker 2>I'm sure you know there'll be more coming out on that.

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<v Speaker 2>But now they can, they can hire more people. But

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<v Speaker 2>dang people ooh lost their jobs. Now Vibe can be

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<v Speaker 2>a part of the conversation, you know, potentially, because it

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<v Speaker 2>still matters what you put out, but you know, now

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<v Speaker 2>Vibe has a large platform partner who can position their

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<v Speaker 2>content in a way where it reaches more eyes. And

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<v Speaker 2>then I started to think, like, but do we wanted

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<v Speaker 2>to reach all those eyes? Like why can't we gate

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<v Speaker 2>keep what's ours and it still be just as big

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<v Speaker 2>and as effective as.

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<v Speaker 1>As Golden Like why not?

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<v Speaker 2>Like like the gentrification conversation, like why does why do

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<v Speaker 2>why do our neighborhoods have to be gentrified for the

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<v Speaker 2>price to go up?

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<v Speaker 1>That's how I thought about this.

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<v Speaker 2>It's like a catch twenty two of like, I want,

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<v Speaker 2>you know, us to be able to get the resources

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<v Speaker 2>we need, move on do better in business. And you

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<v Speaker 2>got a partner with where the business, the money and

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<v Speaker 2>the doing better is happening. Black, white, green, yellow, doesn't matter,

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<v Speaker 2>you know, the color of the of the person or

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<v Speaker 2>the people.

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<v Speaker 1>Or the company doing it. Businesses business.

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<v Speaker 2>But I don't know it just I'm kind of stuck

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<v Speaker 2>in the middle here because as a business woman, I

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<v Speaker 2>understand and I'm like, oh, that was kind of smart

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<v Speaker 2>for them, and not even just for them, it was

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<v Speaker 2>smart for Rolling Stone because I think one of the

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<v Speaker 2>best things that a company can do right who doesn't

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<v Speaker 2>understand something is.

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<v Speaker 1>God and hire somebody who do.

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<v Speaker 2>And hiring a black writer or two or three or

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<v Speaker 2>five doesn't make you like, yes, rolling Stone Magazine has

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<v Speaker 2>a prestige to it. But with black culture leads media

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<v Speaker 2>a trend all of the things period. You need a

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<v Speaker 2>real strong force in trust. You need brand identity and

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<v Speaker 2>trust in that area to be able to be a

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<v Speaker 2>part of that conversation in a real way. And obviously

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<v Speaker 2>rolling Stone is like, okay, we cover you know, black music,

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<v Speaker 2>black things, but they wanted more validity and more trust

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<v Speaker 2>for whatever their reasoning was, too so, And I mean,

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<v Speaker 2>now it's Vibe. We trust Vibe, We've seen Vibe, we've

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<v Speaker 2>grew up on Vibe, we've grew up reading Vibe. So

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<v Speaker 2>it's going to be there or is it. I don't

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<v Speaker 2>need y'all to answer these questions for me. Was this

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<v Speaker 2>a great business.

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<v Speaker 1>Move by Vibe magazine? Yes? Or no? And again?

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<v Speaker 2>And I'm not even I mean, I guess you do

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<v Speaker 2>got to talk about like business as far as like

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<v Speaker 2>numbers and things, right, like, you know, where does this

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<v Speaker 2>put them budget wise, you know, per quarter per year

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<v Speaker 2>to be able to put out products and projects and

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<v Speaker 2>all these things. But I would even ask the question

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<v Speaker 2>just simply as a consumer of media, because it was

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<v Speaker 2>a shock for me to see Vibe partnering with Rolling Stone.

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<v Speaker 2>And I think it's because our legacy see magazines have

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<v Speaker 2>always stood on were gonna.

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<v Speaker 1>Figure this out. We got it, We're cool, We're gonna

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<v Speaker 1>figure this out.

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<v Speaker 2>But hey, maybe that's why, you know, it's been so

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<v Speaker 2>hard for a lot of our legacy magazines to take

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<v Speaker 2>the forefront of conversation the way that they.

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<v Speaker 1>Did some years ago. Let me know how y'all feeling.

0:12:18.800 --> 0:12:20.280
<v Speaker 1>I want to know was.

0:12:20.200 --> 0:12:22.600
<v Speaker 2>It a good idea? Was it not a good idea?

0:12:22.720 --> 0:12:27.120
<v Speaker 2>Were you shocked when you saw the news? Will you

0:12:27.160 --> 0:12:30.400
<v Speaker 2>continue to support Vibe and what they do? I honestly

0:12:30.440 --> 0:12:32.360
<v Speaker 2>don't see a reason for us not to. I think

0:12:33.160 --> 0:12:35.680
<v Speaker 2>it was a shock and I was trying to figure out, like,

0:12:35.720 --> 0:12:36.959
<v Speaker 2>am I supposed to like this?

0:12:37.120 --> 0:12:37.960
<v Speaker 1>Like what is happening?

0:12:38.000 --> 0:12:41.640
<v Speaker 2>Is it's alright, collab, it's hey business or girl, you

0:12:41.679 --> 0:12:44.480
<v Speaker 2>losing your black cart because you support it? But at

0:12:44.480 --> 0:12:47.760
<v Speaker 2>the same time, I mean, I think people's feelings are

0:12:47.800 --> 0:12:50.280
<v Speaker 2>valid because, like I told y'all, I was watching it

0:12:50.320 --> 0:12:53.160
<v Speaker 2>was like a mass exodus of people talking about they

0:12:53.200 --> 0:12:56.120
<v Speaker 2>lost their jobs. And I'm like, well, why y'all getting

0:12:56.160 --> 0:12:58.120
<v Speaker 2>rid of the people? The black people say it ain't

0:12:58.120 --> 0:12:59.760
<v Speaker 2>got no jobs, just supposed to help the people get

0:12:59.760 --> 0:13:02.040
<v Speaker 2>the job. Let me know what y'all think. It's the

0:13:02.080 --> 0:13:03.920
<v Speaker 2>latest with Laurna Rose. Are getting the streets, get in

0:13:03.960 --> 0:13:08.480
<v Speaker 2>the tweets, talk to me outside, were outside, were outside

0:13:08.480 --> 0:13:12.080
<v Speaker 2>outside At the end of the day, you guys could

0:13:12.080 --> 0:13:14.640
<v Speaker 2>be anywhere with anybody talking about all of these things,

0:13:14.679 --> 0:13:17.000
<v Speaker 2>which you choose to be right here with me. Every

0:13:17.200 --> 0:13:21.080
<v Speaker 2>single time my Lowriders. I appreciate you guys for that.

0:13:21.440 --> 0:13:23.120
<v Speaker 2>I'll see y'all in my next episode.