Partnership with Complex Media creates online destination for youth culture
Mountain Dew, a brand of Purchase, N.Y.-based PepsiCo, and New York-based Complex Media announced a partnership that will support the evolution of Mountain Dews’ legacy programs Green Label Sound, Green Label Art and Green Label Exclusives. The duo will offer a new digital destination, www.Green-Label.com, that will feature the voices and stories of today's youth culture, the companies say.
Green Label will reach out to established and up-and-coming voices, as well as an independent in-house editorial team, to develop, curate and syndicate the latest stories and emerging trends in youth culture across art, music, sports, style and places. The platform also will feature content from other media partners. Mountain Dew’s and Complex Media’s social media networks also will support the platform by further broadcasting the content to broaden reach and drive traffic to the destination site, the companies say.