Staying cool is straightforward for a second, however staying related for over 20 years is uncommon. Advanced has achieved it by sticking to a easy formulation: put youth and tradition first, and hold experimenting.
On this episode of The Velocity of Tradition, Matt Britton sits down with Moksha Fitzgibbons, president of Advanced, to learn how the media firm grew from a scrappy journal right into a world media and commerce model, why IRL experiences like ComplexCon matter greater than ever, and the way leaning into expertise and creators retains the model contemporary in a crowded media world.
From surviving the 2008 crash by pivoting to digital, to constructing deep ties with creators, Moksha shares how Advanced retains its edge by specializing in what younger audiences truly care about.
With greater than 20 years within the trade, Moksha has helped form how youth tradition is curated, celebrated, and commercialized. He started his profession at Advanced in 2002, rising from account supervisor to chief income officer over 15 years because the model advanced from a print journal right into a digital powerhouse.
After serving as group CRO at Valence Media — residence to MRC, Dick Clark Productions, The Hollywood Reporter, and Billboard — he took on the function of president at Advanced, scaling it right into a Gen Z commerce chief by means of dwell procuring and cultural drops.
His profession displays a constant theme: leaning into change, discovering new methods to attach with audiences, and constructing companies that flip cultural credibility into business affect.
Take heed to Moksha Fitzgibbons on The Velocity of Tradition to find out how Advanced has remained the definitive voice of youth tradition by curating deeply, leveraging expertise, and remodeling group into lasting connections.
Key Takeaways:
[06:04] Depth Over Attain — Many publishers chase mass audiences and find yourself spreading skinny. Advanced selected the alternative and went deep with youth tradition, even when it meant a smaller footprint. That focus constructed credibility and loyalty sturdy sufficient to fill ComplexCon with tens of 1000’s of followers. The lesson right here is that when a model connects deeply, it doesn’t simply get viewers, it earns a group.
[09:41] Betting on Youth and Tech — Moksha calls youth and expertise the one constants. Each technology of 16-year-olds gives a brand new viewers to develop with, and each new platform is an opportunity to adapt. Advanced’s edge has come from assembly followers the place they already are, from early blogs to TikTok and past. Lacking these shifts, he warns, is how once-dominant manufacturers fade.
[12:12] From URL to IRL — Experiences like ComplexCon, pop-ups, and meals festivals flip on-line fandom into real-world connections. They’re pricey and complicated to provide, however for followers, they really feel like a reward, an opportunity to dwell the model collectively. In a digital world, Moksha sees bodily occasions as proof that group isn’t simply measured in clicks, however in folks exhibiting up.
[16:06] Partnerships With Substance — Advanced goes past promoting impressions. Collaborations like a Murakami x MLB capsule in Tokyo or DoorDash’s meals pageant integration present how the model combines cultural entry, commerce, and creativity. For companions, it means greater than visibility, it’s affect with followers and even enterprise outcomes, like onboarding high-profile eating places to DoorDash’s platform.
[21:45] AI as Threat and Alternative — AI threatens outdated publishing fashions, however Moksha sees it as a device for velocity and scale. From automating video visuals to streamlining design and authorized overview, Advanced makes use of AI to maneuver quicker with out dropping its viewpoint. The guess is evident: authority plus creativity will hold the model high of thoughts, even in a world the place search seems to be extra like a chat.
[33:17] An Entrepreneurial Mindset — Moksha credit Advanced’s survival to its scrappy roots. The group at all times needed to hustle, there was no countless money cushion. That bred a tradition of iteration, risk-taking, and urgency. His mantra, formed early in his profession: deal with each assembly prefer it’s your final, keep ready, and don’t worry discomfort. Consolation kills; curiosity and urgency hold you related.
