RIYADH: Vice Media Group is preparing to open its new regional headquarters in Riyadh’s Jax cultural district next month.

The new headquarters will offer clients a full range of production facilities, including a podcast studio, soundstage and editing suites.

The company said it aims to expand its presence in the region and bolster its relationships with key partners in the Kingdom, including the Ministry of Culture, Saudi Research and Media Group, the NEOM smart city development, media conglomerate MBC, and the Royal Commission for Riyadh City.

Tarek Khalil, managing director of Vice in the Middle East and Africa, said the company will hire local talent to join its new operations.

“Our enhanced operations in the Kingdom are truly a testament to our continued drive and focus to contribute to and be a part of the country’s dynamic youth culture,” he added.

Young Saudis — defined as those between the ages of 15 and 34 years old — represented 36.7 percent of the Kingdom’s total population in 2020, according to the General Authority for Statistics. This growing youth population, combined with Saudi Arabia’s investments in arts and entertainment in recent years, represents a potentially lucrative market for global brands that cater to such audiences.

According to Vice, the group brought its unique brand of journalism to the Middle East in 2017 and delivers content covering sectors such as culture, lifestyle and entertainment in multiple languages including Arabic, Farsi, Urdu and English.

With the opening of its new regional headquarters, the company, which also owns a creative agency, Virtue, seems to be positioning itself to play a role in the ongoing cultural and societal transformation of Saudi Arabia.

“Our unique storytelling capabilities and presence in the Kingdom will allow us to grow our business and support new and existing partners who are looking to tap into younger audiences and be part of the Kingdom’s cultural movement,” said Khalil.