Music, media, marketers and moguls: The Brag's maverick Rolling Stone, Variety publisher Luke Girgis plots new culture crusade with brands, offshore expansion after $8m sale to Vinyl Group

The maverick music artist manager-turned publisher of Rolling Stone, Variety and The Brag admits he knew little about media and “didn’t know what a media agency was” when he started his publishing business nine years ago trying to lure big brands like Lexus, Adidas and Jim Beam to the edgier end of culture. Luke Girgis is also outspoken on AI in publishing – journalists, he says, will earn “10x more” as AI moves further into content generation but only the good ones – “average journalists are going to lose their jobs, they probably should have anyway”, he says as his new music parent company, Vinyl, landed a $11m investment from billionaire WiseTech founder, Richard White, and eyes synergies from The Brag deal and expansion here and abroad.

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