Cool Mules | Canadaland Investigates
Episode 5: DOs and DON’Ts
Release Date: July 2, 2025

Introduction

In Episode 5 of "Cool Mules," hosted by Kasia Mihailovic, Canadaland delves deep into the murky intersection of journalism, corporate culture, and criminal activity within Vice Media. Titled "DOs and DON’Ts," this episode unpacks the controversial story of Slava Pastakov, a Vice editor who enticed young journalists to participate in a cocaine smuggling operation worth nearly $20 million into Australia. The episode offers a critical examination of Vice's evolving culture and its broader impact on its employees and the media landscape.

Vice's Early Culture and Evolution

The episode begins by setting the stage with firsthand accounts of Vice Media's early days. Justin Ling, a former Vice Canada reporter, provides a candid critique of the company's transformation over the years.

Justin Ling (02:10):
"I think this podcast is unbelievably stupid. Apologies to the people sitting in front of me, but I think this podcast is a bad idea."

Initially, Vice was notorious for its irreverent approach, characterized by "nihilism" and a disregard for traditional journalistic standards. Ling reflects on Vice's shift from a "hipster skateboarder" hub to a more mainstream media entity focused on serious journalism.

Justin Ling (03:07):
"The magazine and the outlet went through a thousand different reinventions. When I joined, it was a company that was no longer built for hipster skateboarders, but was suddenly pivoting towards long form documentaries, thoughtful reporting, cultural investigations..."

Despite this evolution, Ling admits that by the time he departed, Vice had become "pretty much like any other media company," highlighting a loss of its original rebellious spirit.

The Slava Pastakov Scandal

At the heart of the episode is the scandal involving Slava Pastakov, a Vice editor who orchestrated a cocaine smuggling ring involving young journalists.

Samantha (04:31):
"Slava's culpability is undisputed. He did plead guilty after all. But Vice's role in this story goes beyond the direct connections we've explored so far."

Pastakov's actions raised significant ethical questions about Vice's internal culture and leadership. He attempted to justify his criminal activities by blaming Vice, suggesting a culture that might implicitly encourage such behavior.

Justin Ling (03:47):
"Slava’s culpability is undisputed. He did plead guilty after all."

The episode explores how Vice's environment may have fostered a sense of entitlement and blurred the lines between professional and personal ethics, making young journalists vulnerable to manipulation and exploitation.

Vice's Founding and Legacy of Deceit

Kasia Mihailovic traces Vice's origins back to its inception in a Montreal loft during the mid-1990s. The founders, Shane Smith, Soroush Alvi, and Gavin McInnes, established Vice with a penchant for deceitful practices aimed at garnering attention and funding.

Shane Smith (18:37):
"Straight up, we came up as, yeah, it's totally cool. To fucking eating pussy Spice Guy just fucking you in the ass."

The founders fabricated stories, such as claiming legal issues with the Village Voice to secure publicity and funding. This pattern of deceit set a precedent for Vice's operations and internal culture.

Soroush Alvi on NPR (18:52):
"We told the world that we were being sued by the Village Voice, and that's why we had to change the name to Vice."
Slava Pastakov (19:06):
"So it's not really an insult to call Vice liars. They're proud of it."

This foundational deceit extended into their editorial practices, with Gavin McInnes creating the influential yet controversial "Do's and Don'ts" column, which disseminated Vice's abrasive and snarky voice.

Impact on Journalists and Internal Exploitation

The episode sheds light on Vice's exploitative treatment of its employees and contributors. Jessica Lowe, a former Vice writer, recounts the pressure to conform to specific editorial voices and the minimal compensation for work.

Jessica Lowe (16:22):
"I would try to find them. So in order to meet those demands, I eventually just had to become these blacks and women."

This pressure to adopt certain personas and the lack of proper journalistic training fostered an environment where unethical practices could flourish. The boundary between professional integrity and personal exploitation became increasingly blurred.

Shane Smith (17:55):
"Vice was born when Soroush, Gavin and Shane were, as they put it, scamming a welfare jobs program at a multicultural community newspaper called Voice of Montreal."

Such practices not only compromised journalistic standards but also contributed to a toxic work culture that prioritized brand image over ethical considerations.

Vice's Rise to Media Prominence

Despite—or perhaps because of—its controversial practices, Vice rapidly ascended the media hierarchy in the 2000s. Strategic investments from major corporations and a pivot towards immersive journalism catapulted Vice into the mainstream.

Shane Smith (32:04):
"If you're looking at Vice for being news and the truth, then you're in trouble. Because we didn't come up as like, I'm Jesus on my cross. We came up as, yeah, it's totally cool."

Vice's commitment to "immersionism," a style blending first-person narratives with on-the-ground reporting, garnered critical acclaim and numerous awards, including Emmys and a Peabody. However, this rise was accompanied by increased internal issues and ethical lapses.

Shane Smith (33:29):
"If you're looking at Vice for being news and the truth, then you're in trouble."

The Cred Economy and Vulnerability of Young Journalists

The episode delves into the concept of the "cred economy," as coined by Gavin McInnes, which emphasizes personal branding and social capital over traditional economic measures. This environment made young journalists susceptible to exploitation.

Gavin McInnes (40:10):
"It's something that I started calling the cred economy, which, you know, is the same thing as just like the coolness factor..."

The pursuit of credibility and influence often overshadowed ethical boundaries, leading individuals like Slava Pastakov to take extreme measures in the name of brand-building and personal advancement.

Gavin McInnes and the Rise of the Proud Boys

A significant portion of the episode is dedicated to Gavin McInnes, a co-founder of Vice who later founded the Proud Boys, a neo-fascist men's group. McInnes's transition from Vice's creative force to a leader of an extremist group underscores the deep-seated issues within the organization's culture.

Gavin McInnes (42:57):
"The same guy who taught hipsters how to dress also taught the alt right how to troll."

The Proud Boys became infamous for their involvement in violent incidents, including the Charlottesville rally where Heather Heyer was killed. McInnes's rhetoric and the group's actions highlight the dangerous potential of Vice's initial culture of nihilism and rebellion.

Rob Ford Crack Scandal and Vice's Journalistic Missteps

The episode examines Vice Canada's handling of the Rob Ford crack scandal, where Vice published unverified claims about the Toronto mayor. Slava Pastakov uncovered that Vice had funded a hacker to fabricate evidence, further evidencing Vice's ethical lapses in journalism.

Slava Pastakov (36:41):
"In journalism generally, it's a really bad idea to pay for information specifically because it creates a market for fake information..."

Despite the fabrication, Vice failed to retract the story or apologize, leading to a significant breach of journalistic integrity. This incident exemplifies how Vice's culture compromised factual reporting for sensationalism.

Conclusion: The Enduring Impact of Vice's Culture

"Cool Mules" wraps up by reflecting on the long-term consequences of Vice's internal culture on its employees and the broader media landscape. The episode posits that Vice's blend of deceit, exploitation, and pursuit of credibility without ethical constraints fostered an environment ripe for criminal activities and extremist ideologies.

Samantha (41:57):
"Maybe even taking strange bags to a foreign country and snapping selfies along the way before a planned visit to Vice's Australia office."

The narrative underscores the vital importance of ethical standards in journalism and the dangers of conflating personal branding with professional integrity.

Key Takeaways

• Vice's Foundational Deceit: From its inception, Vice employed deceptive practices to gain publicity and funding, setting a precedent for its internal culture.

• Exploitation of Young Journalists: The pursuit of the "cred economy" led to the exploitation of young journalists, making them vulnerable to unethical practices and criminal activities.

• Rise and Influence: Vice's rapid rise in the media world was accompanied by significant ethical lapses, culminating in scandals that highlighted the organization's internal issues.

• Legacy of Extremism: Figures like Gavin McInnes illustrate the dangerous pathways that can emerge from a culture that prioritizes brand and influence over ethical considerations.

Notable Quotes:

• Justin Ling (03:07):
  "When I joined, it was a company that was no longer built for hipster skateboarders, but was suddenly pivoting towards long form documentaries, thoughtful reporting, cultural investigations..."

• Shane Smith (18:37):
  "Vice was born when Soroush, Gavin and Shane were, as they put it, scamming a welfare jobs program at a multicultural community newspaper called Voice of Montreal."

• Gavin McInnes (40:10):
  "It's something that I started calling the cred economy, which, you know, is the same thing as just like the coolness factor..."

• Slava Pastakov (36:41):
  "In journalism generally, it's a really bad idea to pay for information specifically because it creates a market for fake information..."

This episode of "Cool Mules" offers a compelling and critical examination of Vice's transformation from a rebellious magazine to a mainstream media powerhouse, highlighting the ethical compromises and cultural issues that played a significant role in high-profile scandals. Through detailed interviews and insider accounts, Canadaland provides listeners with a comprehensive understanding of how Vice's internal dynamics contributed to significant breaches of journalistic integrity and fostered environments that facilitated criminal activities.