Complex Networks

About Complex Networks

Complex Networks operates as a youth culture-focused media and entertainment company, originating in 2002 as a bi-monthly print magazine founded by fashion designer Marc Eckō. Eckō, an artist and entrepreneur, established his Eckō Unltd. brand by tapping into hip-hop and skater styles, a cultural understanding that formed the basis for Complex. He aimed to create a magazine for young men that combined pop culture reporting with a Japanese-style shopping guide. In 2003, Rich Antoniello joined as CEO, bringing a background in media planning from Saatchi & Saatchi and sales from publications like Men's Journal. Antoniello was instrumental in transitioning the profitable print business into a digital-first entity, launching Complex.com and expanding the company's online presence.

The company's business model revolves around creating and distributing content that reports on emerging trends in style, sneakers, food, music, and pop culture to a millennial and Gen Z audience. Revenue is generated through a diversified model that includes advertising, branded content partnerships, sponsorships, e-commerce, and live events. A significant revenue driver is ComplexCon, an annual festival that merges music, art, fashion, and technology, attracting tens of thousands of attendees and generating substantial sales for vendors. The company also established the Complex Shop, an online store featuring clothing and exclusive collaborations. This multi-pronged approach reduces reliance on advertising, which by 2017 constituted less than half of the company's revenue.

Complex Networks produces over 30 weekly and daily video series across its portfolio of brands, including Complex, First We Feast, Pigeons & Planes, and Sole Collector. Its content strategy focuses on creating regularly scheduled, series-based programming to build viewer loyalty. Signature shows like "Sneaker Shopping," where celebrities shop for sneakers, and "Hot Ones," an interview show where guests eat progressively spicier chicken wings, have garnered hundreds of millions of views. This content is distributed across a wide range of platforms, including YouTube, Netflix, Hulu, and Snapchat, reaching a global audience. The company's evolution saw a major shift in 2016 when it was acquired by a joint venture between Verizon and Hearst. This was followed by an acquisition by BuzzFeed in 2021 for approximately $300 million. In 2024, BuzzFeed sold Complex to NTWRK, a livestream shopping platform, for $108.6 million, though BuzzFeed retained the popular First We Feast brand, including "Hot Ones".