VICE Media acquires London Alley Entertainment
Company forms VICE Commercials and Branded Entertainment, one of the world’s leading commercials and music video production studios.
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VICE Media has announced the acquisition of Los Angeles-based production company London Alley Entertainment, marking the company’s first acquisition in several years. The move combines London Alley with Pulse, VICE’s award-winning commercials and music video division, to create VICE Commercials and Branded Entertainment.
The newly formed division will be led by Mino Jarjoura, formerly of Pulse, as President, with Andrew Lerios of London Alley stepping into the role of Chief Operating Officer. Both Pulse and London Alley will continue to operate under their respective brand identities. Luga Podesta and Brandon Bonfiglio will remain at the helm of London Alley.
The acquisition has been supported by VICE’s owners, Fortress Investment Group, Soros Capital Management, and Monroe Capital, and signals continued investment in the company’s creative and commercial growth strategy.
VICE Commercials and Branded Entertainment will collaborate with other parts of the VICE portfolio, including VICE Studios and Virtue, to deliver integrated campaigns across television, film, and branded content.
“VICE has significant momentum, and this acquisition is another example of the success of our turnaround,” said Bruce Dixon, CEO of VICE Media. “We have the full support of our investors to explore strategic acquisitions that further strengthen and grow our business.”
“We have long admired London Alley and the business that Luga, Brandon, Andrew, and the team have built,” said Mino Jarjoura. “This strategic combination will create new opportunities for our directors and enhance the creative campaigns we deliver for global brands.”
“London Alley has always been about pushing creative boundaries and redefining visual storytelling,” said Luga Podesta, Founder of London Alley. “Joining forces with VICE is a collision of creative energy that unlocks opportunities for innovation, storytelling, and global reach.”
London Alley is known for its visually striking campaigns for brands such as Swarovski, Pepsi, Bose, NFL, and L’Oréal, and has earned recognition from Cannes Lions, Clio Awards, MTV VMAs, and the Grammys. Its directors have worked with artists including Ariana Grande, The Weeknd, Post Malone, and Kendrick Lamar.
Pulse has produced commercial work for Apple, Nike, Tonal, Audi, and PlayStation, earning accolades including a Best Commercial Emmy, Cannes Lion Grand Prix, and Commercial of the Year at the British Arrows. Its music video roster includes collaborations with Doechii, Harry Styles, and The Rolling Stones.
The acquisition follows VICE’s recent distribution deal with ITV Studios. American Discovery Capital acted as financial adviser to London Alley Entertainment. Financial terms of the transaction have not been disclosed.
