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Complex has named Aria Hughes as its new editor-in-chief and is bringing back Noah Callahan-Bever on the staff.
It’s a mix of the old and the new at Complex, which has promoted its editorial creative director Aria Hughes to editor-in-chief. The company is also bringing back former EIC and content chief Noah Callahan-Bever. Complex is also acquiring Callahan-Bever’s media company IdeaGeneration, which was created as an entity that “seeks to understand and explain how the greatest creators, innovators, and entrepreneurs come up with, develop and operationalize the ideas that move and impact society,” according to Complex.
Hughes has been at Complex since joining as a deputy style editor in 2019, going on to oversee the entire style vertical. The University of Maryland College Park graduate and former men’s editor at the fashion industry publication WWD became the platform’s editorial director in 2022. “It’s an honor to be named the editor-in-chief at a brand that’s so important to culture,” Hughes said via the press release. “I look forward to working with Noah and the team to help Complex grow, evolve, and connect more deeply with our audience.”
As for Callahan-Bever, who returns after a six-year hiatus, the former Def Jam executive vice president expressed his gratitude in a statement: “So, to be afforded the chance, thanks to CEO Aaron Levant, to revisit and reimagine my work at Complex — and to be able to do it in concert with one of the industry’s most inspiring emergent talents, Aria Hughes — while also injecting Idea Generation with the resources and infrastructure it needs to go the next level, with all of the aforementioned accomplices, is a professional gift for which the depths of my gratitude know no bounds.”
The two moves are the latest to be initiated by Complex since its acquisition by the Ntwrk media group from BuzzFeed in February in an all-cash deal of $106.8 million. The initial buy of Complex Networks (which included the First We Feast brand responsible for the popular online show “Hot Ones”) in 2021 cost BuzzFeed $294 million.
Livestream shopping platform NTWRK is acquiring streetwear, music and sports-centric media company Complex Networks. The deal will create a new entity that the two companies claim will be “a new destination for ‘superfan’ culture” and bring an e-commerce marketplace into the former media brand’s ecosystem.
The news was announced Wednesday (Feb. 21), with investment from Main Street Advisors, Universal Music Group, Goldman Sachs and Interscope Records founder Jimmy Iovine. UMG will also come on board as a strategic partner and current Interscope chairman/CEO John Janick will join the company’s board.
NTWRK is acquiring Complex from Buzzfeed, which purchased the streetwear-focused media company in 2021 for $300 million. Terms of the deal were not disclosed, though The New York Times reported last October that a deal worth $140 million was close; subsequent reporting in December put the price at slightly more than $100 million. NTWRK co-founder/CEO Aaron Levant — who initially created NTWRK alongside Jamie Iovine and Gaston Dominguez-Letelier, and co-founded ComplexCon with Complex founder Marc Ecko in 2016 — will become CEO of the new company.
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“Complex has been a beacon of culture and innovation for over two decades,” Levant said in a statement. “My journey with Complex began as an admirer of their original magazine in 2002 and it has now come full circle as I step into the leadership role. Alongside this impressive team, we will create the definitive global content, commerce and experiential platform of convergence culture.”
NTWRK has previously worked with several UMG artists, including Billie Eilish, Post Malone and BLACKPINK, the latter of whom worked with Takashi Murakami for Interscope’s 30th anniversary vinyl collection. UMG’s involvement, however, is not an exclusive one, and the new platform will remain open to artists of any label, major or independent.
“This partnership will give our artists access to a dynamic network to deepen connections with superfans through unique collaborations and cultural moments,” said Janick in a statement. “We share a collective vision on how D2C, experiential, brand partnerships and content are mutually reinforcing cornerstones of the fan experience. We will continue to sign and elevate new generations of great talent and we believe that we can best serve these artists through a holistic set of capabilities.”
The focus on the superfan is one that is a priority for UMG this year, with UMG chairman/CEO Lucian Grainge writing in his New Year’s memo to staff that “the next focus of our strategy will be to grow the pie for all artists, by strengthening the artist-fan relationship through superfan experiences and products,” which he called part of “the blueprint for the labels of the future.”
The new company also comes amid a lot of changes in both the music and media spaces. UMG announced a huge label restructuring earlier this year, with Janick taking on oversight of Capitol Music Group and other labels, as the music major approaches looming layoffs. At the same time, Buzzfeed is believed to be selling Complex for much less than half of what it acquired it for just three years ago, amid a wider run of layoffs and closings of media outlets across the industry. Warner Music Group, which last year laid off 600 people, also announced that it would be selling some of its owned media properties, such as HipHopDX and Uproxx.
“Aaron Levant, along with Jamie Iovine and Gaston Dominguez-Letelier, are building an incredible platform and this acquisition will exponentially accelerate its growth,” Jimmy Iovine said in a statement. “Combining the power and reach of Complex with the NTWRK engine serving creators across music, fashion and art will be transformative for the next generation of consumer technology.”
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A list of the top media figures in the Hip-Hop world was released, with Joe Budden being named number one—leading some on social media to applaud and others to question how that was possible.The power ranking of the top media personalities in Hip-Hop was released by Complex Media on Monday (April 3), with twenty-five notable figures on podcasting and radio being recognized. The host of The Joe Budden Podcast nabbed the top spot, edging out his former Everyday Struggle co-host DJ Akademiks. Budden’s pick as number one by his former platform surprised some but also delighted many other fans, given how he and Complex parted ways under stormy conditions after he spoke out about being undervalued by the media group. And there were also those who openly wondered how such a list could be created without bias and with some questionable placements (i.e. Sway Calloway coming in at 23rd on the 25-person list).
Before unveiling the list, the staff detailed their criteria for putting the list together which had them focus on individuals rather than shows or platforms. In an apparent nod to those who might complain about the placement of certain figures above others especially if veteran personalities were lower on the list, the staff stated: “We engineered the list to be a ranking of the right now—which means that current relevance and influence supersedes legacy and longevity.” They also addressed potential questions about including those who have been hit with allegations of abuse and misconduct by stating, “We ranked the personalities strictly based on their content, not their character.”
Responses to the Hip-Hop Media Power Ranking were predictably all over the place, as some praised Joe Budden for attaining the top position. Others trashed the list for various reasons. We highlighted some more notable reactions in the gallery.
1. ImeWrites
Nigerian journalist ImeWrites weighed in with perspective. “I am disappointed at the ranking for Sway. However, Sway is an actual journalist, while this list is for media personalities,” they wrote.
2. DeronIsDope
This Twitter user offered a sarcastic jab at Budden’s placement at the top, while voicing that it was “egregious” that Sway came in at 23rd on the list.
3. Lauren
A viral video clip summed up this Twitter user’s response to Budden getting the top spot.
4. CRU137
“What does Joe Budden do other than hate on people for clout?”, they asked.
5. Nicholas Price Sr
“This list don’t make no sense. @RealSway is not number one with the impact that he has on hip-hop media?”, they asked.
6. Lloyd Banks
The G-Unit artist sent out his salute to Joe upon hearing the news.
7. Preston Taylor
“I must be missing something. The word power is definitely being thrown around nowadays for no rhyme or reason,” Preston Taylor wrote.
8. TheFuture8606
This user offered up praise for Budden’s ranking and his reformatting of his current podcast for success.
9. Joshua
Joshua called out the list for placing Narduwar towards the bottom. “Nardwuar should not be so low this is actual blasphemous writing y’all should be ashamed,” they wrote.
10. Joezzy_ACH
This Twitter user who goes by the handle “Wins and Losses” gave “The Pod Father” his due.
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