Vibe merges with Rolling Stone! But how do we feel about that?

Summary

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Podcast Summary

Podcast: The Latest with Loren LoRosa
Host: Lauren LaRosa
Episode Title: Vibe merges with Rolling Stone! But how do we feel about that?
Release Date: October 17, 2025

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Episode Overview

In this episode, Lauren LaRosa reacts to and unpacks the significant news that Vibe Magazine, a legendary Black-focused media outlet, is merging with Rolling Stone. Lauren explores the implications for Black media representation, the potential for both positive growth and cultural dilution, and the mixed feelings about legacy Black brands partnering with larger entities outside the culture. She also grapples with issues of job loss, media gentrification, and evolving content landscapes, while encouraging her listeners to sound off and engage with their own opinions on the matter.

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Key Discussion Points & Insights

1. Announcement Details & Initial Reaction

• Vibe Magazine joins forces with Rolling Stone (03:00)
  • Rolling Stone aims to bolster its Hip Hop and R&B coverage, invest in Vibe’s content across various platforms, and empower Vibe to reestablish itself as a force in cultural commentary.
  • Vibe plans for collectors’ print editions and a new interview series highlighting influential musicians, athletes, and style icons.
  • Quote (Lauren LoRosa, 03:00):

    “How do you guys feel about the legendary Black...staple magazines and platforms, Vibe Magazine, becoming a part of Rolling Stone?...Vibe will bolster Rolling Stone's hip hop coverage and allow the brand to go deeper into the genre.”

2. Concerns about Black Cultural Ownership

• Whose business is Black media?
  • Lauren questions: Why is Rolling Stone getting into "Black people Business"?
  • Notes that while non-Black companies have historically owned Black-focused media (BET/Paramount), this editorial move feels “different.”
  • Recognizes the visibility brought by Rolling Stone but is apprehensive about cultural dilution.
  • Quote (Lauren LoRosa, 05:00):

    “The first thing I thought of when I saw this was why is Rolling Stone in black people Business?”

3. Industry Layoffs and Internal Fallout

• Reports seeing journalists on social saying they lost their jobs post-merger (12:03)
  • Raises concerns about whether the merger means positive growth or loss for Black creatives.
  • Quote (Lauren LoRosa, 12:10):

    “Because of the Vibe and Rolling Stone merger...I now no longer have my job. Thank you for the three years of this...So that made me to be like, am I supposed to be apprehensive about this?”

4. The Gentrification Analogy

• Lauren compares the merger to gentrification of neighborhoods (15:30).
  • Asks whether Black culture needs to be “gentrified” to increase its value or reach.
  • Weighs the business sense (“business is business”) against community ownership and authentic representation.

5. Legacy Black Media in a Social Media Era

• Highlights how legacy outlets (Vibe, Jet, Ebony, Essence) struggle to compete with everyday creators who go viral (13:30).
  • Praises Essence for adapting its social outreach.
  • Wonders how timeless brands can innovate without losing identity.
  • Quote (Lauren LoRosa, 13:55):

    “With the way that the landscape is changing in media...People gotta really believe it to even want to support. And I think those legacy magazines. I've always wondered, what was the. What's the fix for them?”

6. Strategic Perspective: Growth vs. Authenticity

• Recognizes the business logic for both brands:
  • Vibe gets resources, extended reach.
  • Rolling Stone gains credibility in Black music/culture coverage.
  • Lauren questions whether Rolling Stone’s platform is truly suited to Vibe’s deeply rooted community relationship.
  • Quote (Lauren LoRosa, 17:08):

    “Business is business. But I don’t know, it just. I'm kind of stuck in the middle here because as a businesswoman, I understand, and I'm like, oh, that was kind of smart for them...But with black culture, leads, media trend, all of the things, period, you need a real strong force in trust.”

7. Open Questions to Listeners

• Lauren turns it over for listener feedback, asking:
  • Was this a smart move for Vibe?
  • Are you, as a consumer of Black media, going to keep supporting Vibe?
  • How does this impact job security and community trust?
  • Quote (Lauren LoRosa, 18:28):

    “Let me know how y'all feeling. I want to know, was it a good idea? Was it not a good idea? Were you shocked?...Will you continue to support Vibe and what they do?”

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Notable Quotes & Timestamps

• 03:00 – Lauren on the news:

  "How do you guys feel about the legendary Black, you know, staple magazines...Vibe Magazine, becoming a part of Rolling Stone?...Vibe will bolster Rolling Stone's hip hop coverage..."

• 05:00 – On Black media ownership:

  "First thing I thought of when I saw this was why is Rolling Stone in black people Business. And I get it...But historically, we know that those outlets, the Vibes, the Ebonys, the jets, the Essence magazines, those outlets, they're ours, right?"

• 12:10 – Industry layoffs post-merger:

  "Because of the Vibe and Rolling Stone merger...I now no longer have my job. Thank you for the three years of this..."

• 13:55 – Media competition & adaptation:

  "With the way that the landscape is changing in media...People gotta really believe it to even want to support. And I think those legacy magazines. I've always wondered, what was the. What's the fix for them?"

• 15:30 – On the “gentrification” of Black media:

  "It feels like Vibe is about to be gentrified. Like, what is going on here?...Like, why does a. Why do. Why do our neighborhoods have to be gentrified for the price to go up? That's how I thought about this."

• 17:08 – Business logic vs. authenticity:

  “Business is business. But I don’t know, it just. I'm kind of stuck in the middle here because as a businesswoman, I understand, and I'm like, oh, that was kind of smart for them...But with black culture, leads, media trend, all of the things, period, you need a real strong force in trust.”

• 18:28 – Call for listener feedback:

  “Let me know how y'all feeling. I want to know, was it a good idea? Was it not a good idea? Were you shocked?...Will you continue to support Vibe and what they do?”

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Memorable Moments

• Lauren’s authentic internal debate—weighing the excitement of more resources for Vibe against the fear of losing Black editorial perspective.
• Comparison to classic brand collaborations and acquisitions (like music distribution deals and Rihanna with Fenty).
• Personal anecdotes about working in both mainstream and Black-centered media, highlighting differences in tone, energy, and representation.
• The call to action for community feedback, setting the episode apart as a two-way conversation on an evolving cultural landscape.

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Conclusion

Lauren closes the episode reflecting both her pride in Vibe and her worries about its future—inviting listeners to process their feelings and join the conversation. Her nuanced exploration of business growth, legacy, and identity stakes in Black media ensures an engaging, thoughtful perspective right at the heart of current pop culture dialogue.

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(For full context, skip to 03:00–20:24 for the main discussion on the Vibe and Rolling Stone merger.)

Transcript

[Lauren LaRosa]

This is an iHeart podcast.

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[Narrator (Graves County Podcast)]

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[Lauren LaRosa]

Hmm, it's gotta be when I'm really.

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[Narrator (Graves County Podcast)]

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[Hunter (Hunting for Answers Host)]

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[Lauren LaRosa]

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[Narrator (Graves County Podcast)]

The murder of an 18 year old girl in Graves County, Kentucky went unsolved for years until a local housewife, a journalist and a handful of girls came forward with a story.

[Lauren LaRosa]

America, y' all better wake the hell up. Bad things happens to good people in small towns.

[Narrator (Graves County Podcast)]

Listen to Graves county on the iHeartRadio app, Apple Podcasts or wherever you get your podcasts and to binge the entire season ad free. Subscribe to Lava for Good plus on Apple Podcasts.

[Hunter (Hunting for Answers Host)]

I'm Hunter, host of Hunting for Answers on the Black Effect Podcast Network. Join me every weekday as I share bite sized stories of missing and murdered black women and girls in America. Stories like Erica Hunt, a young mother vanish without a trace after a family gathering on 4th of July weekend, 2016. No goodbyes, no clues, just gone. Listen to Hunting for Answers every weekday on the Black Effect Podcast Network. IHeartRadio app, Apple Podcasts or wherever you get your podcasts.

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[Lauren LaRosa]

I'm the homegirl that knows a little bit about everything and everybody.

[Narrator (Graves County Podcast)]

Exclusive.

[Lauren LaRosa]

You know she don't lie about that, right?

[Jonathan Goldstein (Heavyweight Host)]

Lauren came in hot.

[Lauren LaRosa]

Hey y', all, what's up? It's Lauren laros. And this is the latest with Lauren Therosa. This is your daily dig on all things pop culture, entertainment, news and all of the conversations that shake the room. Baby. Now we are back again with another episode of the latest. In this episode, I really want you guys to sound off. I love it when we talk about things here on the podcast and then I see you tweeting me about it. I see you, you know, posting the podcast and talking about it in your Instagram stories everywhere you can talk. I need to hear from you guys. L O R E N L O R O S A on social media because I have a question to ask. How do you guys feel about the legendary Black, you know, it is one of the black staple magazines and platforms. Vibe Magazine becoming a part of Rolling Stone. And when I say becoming a part of Rolling Stone, what I mean is. Billboard announced this week that Rolling Stone will be joining forces with Vibe. Now Vibe will bolster Rolling Stone's hip hop coverage and allow the brand to go deeper into the genre. Vibe will also print special collectors editions of the magazine and launch a new interview series that spotlights in depth conversations with the most important figures ranging from musicians to superstar athletes and fashion icons. Now the CEO of Rolling Stone said, we are thrilled to announce that Vibe is joining forces with Rolling Stone. This historical team up will enable Rolling Stone to level up the publication's hip hop and R and B coverage, allowing Rolling Stone to dive deeper into the culture. As a part of this move, Rolling Stone will invest in Vibe across video, podcasts, long form journalism, social media and experiential opportunities all all areas where Rolling Stone is a market leader. Vibe will continue to power cultural conversations and re establish itself as a driving force for commentary and reporting. Our goal, the CEO continues, is to continue the mission that Vibe was founded on while leveraging Rolling Stone to amplify its presence across all platforms. So essentially what is happening here is like when, for instance when an entrepreneur creates a product, builds that product up, up, up, up, up. Rihanna and Fenty. Well, it's a little different because you know, Rihanna's Rihanna, but builds that product up, up, up, up, up and away and then decides to partner with a bigger, you know, kind of like almost like a distribution deal for a music artist. You decide to partner with a, a company, a platform, a home that has more resources readily available, has more, you know, financial resources readily available so that you're able to then take what you built built and not just make it bigger, but scale it better as far as you know, what you're outputting. So to me there's two folds of this on one hand. The first thing I thought of when I saw this was why is Rolling Stone in black people Business. And I get it. Outlets like Rolling Stone, I mean, they cover black people, black talent, you know, that's a thing. But historically, we know that those outlets, the Vibes, the Ebonys, the jets, the Essence magazines, those outlets, they're ours, right? I mean, but you do have the fact that like bet, which is, you know, Black Entertainment Television is under Paramount and you know, at one point it was Viacom, and those are not black companies. But I don't know, this felt a little different. And maybe because it is editorial, maybe because it is, you know, the conversation around Vibe is just, I don't know, it's just different. And be really honest with you guys as well. Prior to this, I don't know much about Vibe's partnerships and you know, who they were working with, who they weren't working with. But this was just loud. It was big. It was everywhere when it dropped, because Rolling Stone is such a. It's such a relevant brand in pop culture. So that was the first thing I thought. And then I read a little bit more. Oh, and also I started seeing, you know, there were a few journalists that I follow that once this announcement came out, they posted tweets like, hey, you know, today is my last day with Vibe magazine because of the Rolling Stone Vibe merger. And I mean, I didn't see anything bad from them, but I did see that as well. All I know is what I've been told. And that to half truth is a whole lie.

[Narrator (Graves County Podcast)]

For almost a decade, the murder of an 18 year old girl from a small town in Graves County, Kentucky went unsolved until a local homemaker, a journalist, and a handful of girls came forward with a story.

[Lauren LaRosa]

I'm telling you, we know Quincy killed her.

[Narrator (Graves County Podcast)]

We know a story that law enforcement used to convince six people and that got the citizen investigator on national tv.

[Lauren LaRosa]

Through sheer persistence and nerve, this Kentucky housewife helped give justice to Jessica Curran.

[Narrator (Graves County Podcast)]

My name is Maggie Freeling. I'm a Pulitzer Prize winning journalist, producer, and I wouldn't be here if the truth were that easy to find.

[Jonathan Goldstein (Heavyweight Host)]

I did not know her and I did not kill her or rape or burn or any of that other stuff.

[Hunter (Hunting for Answers Host)]

That y' all said.

[Lauren LaRosa]

They literally made me say that I took a match and struck and threw it on her. Made me say that I poured gas on her.

[Narrator (Graves County Podcast)]

From lava for good. This is Graves County, a show about just how far our legal system will go in order to find someone to blame.

[Lauren LaRosa]

America, y' all better work the hell up. Bad things happens to good people in small towns.

[Narrator (Graves County Podcast)]

Listen to Graves county in the Bone Valley feed on the iHeartRadio app, Apple Podcasts or wherever you get your podcasts and to binge the entire season ad free. Subscribe to Lava for Good plus on Apple Podcasts.

[Hunter (Hunting for Answers Host)]

I'm Hunter, host of Hunting for Answers on the Black Effect Podcast Network. Join me every weekday as I share bite sized stories of missing and murdered black women and girls in America. There are several ways we can all do better at protecting black women. My contribution is shining a light on our missing sisters and amplifying their disregarded stories. Stories like Tameka Anderson. As she drove toward Galvez, she was in contact with several people talking on the phone as she made her way to what should have been a routine transaction. But Tameka never bought the car and she never returned home that day. One podcast, one mission. Save our girls. Join the search as we explore the chilling cases of missing and murdered black women and girls. Listen to Hunting for Answers every weekday on the Black Effect Podcast Network, iHeartRadio app, Apple Podcasts, or wherever you get your podcasts.

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I'm Jonathan Goldstein, and on the new season of Heavyweight, I help a centenarian mend a broken heart.

[Lauren LaRosa]

How can a 101-year-old woman fall in love again?

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And I help a man atone for an armed robbery he committed at 14 years old. And so I pointed the gun at.

[Lauren LaRosa]

Him and said, this isn't a joke.

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And he got down.

[Lauren LaRosa]

And I remember feeling kind of a surge of like, okay, this is power.

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[Eva Longoria or Maite Gomez Rejon (Hungry for History Hosts)]

I'm Eva Longoria. And I'm Maite Gomez Rejoan. And on our podcast Hungry for History, we mix two of our favorite things. Food and history. Ancient Athenians used to scratch names onto oyster shells and they called these Osterkan to vote politicians into exile. So our word ostracize is related to the word oyster.

[Lauren LaRosa]

No way. Bring back the ostracon.

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[Lauren LaRosa]

So that was my first thought. And then I'm on my timeline on X, and all I see are journalists because some of these people, I don't know, I just follow because they tweet out the stories that they cover or, you know, they're tweeting different news. And I follow news everywhere. That's just what I do. But I'm seeing, like. I mean, like, a influx of. Because of the Vibe and Rolling Stone merger, Because of the Vibe and Rolling Stone merger over and over and over again, I now no longer have my job. Thank you for the three years of this. And. And you could tell that, you know, people were keeping it super. Like it's nothing we could do. We was laid off. You know what I'm saying? But I'm like, oh, ouch. Wow. Okay. So that made me to be like, am I supposed to be apprehensive about this? Am I supposed to be happy for Vibe magazine about this? People are losing their job. It feels like Vibe is about to be gentrified. Like, what is going on here? And I come from, you know, working with major outlets. Before tmz, I worked in a fashion closet at Cosmopolitan magazine. Like, I've only ever known outlets that were not black censored, but had to be inclusive because they just had to be. And it's just different. Like now, you know, working with the Breakfast Club and being here on the Black Effect Podcast network is different when you're at something that is for us, by us, and even if not, like, fully owned, right? Because Breakfast Club is a I heart, you know, show. It's black focus and black centric, and I work with black people. It's very different than anything I've ever experienced in my work career, my work life. So it made me think about what the new tone in the work energy at Vibe will be. And I started thinking about that because that tone and that energy and that culture. Culture will pour out and. And will reflect in the content that they put out. And I think with the way that the landscape is changing in media and what's important and how people are digesting news and opinion and what they care about. People gotta really believe it to even want to support. And I think those legacy magazines. I've always wondered, what was the. What's the fix for them. I think Essence magazine has definitely figured out how to reinvent their voice a bit. Like, I love it when they do the thread breakdowns whenever something happens. Like, you can always count on that, whether it's on Twitter or it's a swipe through on Instagram. Their social media team really stepped it up. Their covers really stepped it up. And I don't mean stepped it up in a way of, like, they weren't ever good. I mean, as a legacy media outlet, when in times where things are changing, you got to reinvent, you got to connect and reach people differently. Especially today, because there is a. There is somebody right now at this very moment, turning on their camera, on their phone, about to post a video with an opinion or reporting of something that can potentially go viral and become the number one outlet of whatever genre that is. And all they did was turn on their phone. Meanwhile, you have full, you know, editorial teams at places like Vibe, Jet, Ebony, all of these place, Essence, all these places, and they now have to compete with that person. Things are just different now. So I've always thought, like, you know, what is the answer for our legacy magazines? Because with me, I want to be in that middle space. I always want to understand that middle space of, like, okay, here's all the fly stuff that our legacy magazines were known for. Here's where everything is now. Here's, you know, what the focus of news should be, and here's how you bring it all together. I've always, like, that's always been, like, my vision for content of, like, what. What was being done before us that stuck and made these really big careers, whether it's actors, journalists, reporters, personalities with what is. Where are things now, and how do we mesh that together? So on the other side, I say all that to say on the other side, when I saw this, I was like, okay, Vibe magazine can now. I don't know, maybe it's be. I don't know what the issues were internally that made them feel like they needed this merger. But. And I'm sure, you know, there'll be more coming out on that. But now they can. They can hire more people, but dang, people lost their jobs. Now Vibe can be a part of the conversation, you know, potentially, because it still matters what you put out. But, you know, now Vibe has a large platform partner who can position their content in a way where it reaches more eyes. And then I started to think, like, but do we want it to reach all those eyes? Like, why can't we gatekeep what's ours. And it's still being just as big and as effective and as. And as golden. Like, why not? Like. Like the gentrification conversation? Like, why does a. Why do. Why do our neighborhoods have to be gentrified for the price to go up? That's how I thought about this. It's like a catch 22 of, like, I want, you know, us to be able to get the resources we need, move on, do better in business, and you got to partner with where the business, the money, and the doing better is happening. Black, white, green, yellow, doesn't matter. You know, the color of the. Of the person or the people or the company doing it. Business is business. But I don't know, it just. I'm kind of stuck in the middle here because as a businesswoman, I understand, and I'm like, oh, that was kind of smart for them. And not even just for them. It was smart for Rolling Stone because I think one of the best things that a company can do, right, who doesn't understand something is go and hire somebody who do. And hiring a black writer or two or three or five, doesn't make you like, yes, Rolling Stone magazine has a prestige to it, but with black culture, leads, media trend, all of the things, period, you need a real strong force in trust. You need brand identity and trust in that area to. To be able to be a part of that conversation in a real way. And obviously, Rolling Stone was like, okay, we cover, you know, black music, black things, but we want. They. They. They wanted more validity and more trust for whatever their reasoning was, too. So. And I mean, now is Vibe. We trust Vibe. We've seen Vibe. We've grew up on Vibe, we've grew up reading Vibe. We. So it's going to be there, or is it? I don't need y' all to answer these questions for me. Was this a great business move by. By Vibe magazine? Yes or no? And again, and I'm not even. I mean, I guess you do got to talk about, like, business as far as, like, numbers and things, right? Like, you know, where does this put them budget wise, you know, per quarter, per year to be able to put out products and projects and all these things. But I would even ask the question just simply as a consumer of media, because it was a shock for me to see Vibe partnering with Rolling Stone. And I think it's because our legacy magazines have always stood on, we gonna figure this out. We got it. We cool. We gonna figure this out. But, hey, maybe that's why, you know, it's been so Hard for a lot of our legacy magazines to take the forefront of conversation the way that they did some years ago. Let me know how y' all feeling. I want to know, was it a good idea? Was it not a good idea? Were you shocked when you saw the news? Will you continue to support Vibe and what they do? I honestly don't see a reason for us not to. I think it was a shock and I was trying to figure out, like, am I supposed to like this? Like, what is happening? Is this an all right collab? Yay, business or girl, you losing it black card because you support it. But at the same time, I mean, I think people's feelings are valid because like I told you, I was watching. It was like a mass exodus of people talking about they lost their jobs. And I'm like, well, why are you getting rid of the people? The black people saying they ain't got no jobs. They're supposed to help the people get the jobs. Let me know what y' all think. It's the Latest With Lauren LaRosa getting the streets, getting the tweets. Talk to me, y'. All.

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[Lauren LaRosa]

At the end of the day, you guys could be anywhere with anybody talking about all of these things, but you choose to be right here with me every single time. My lowriders. I appreciate the you guys for that. I'll see y' all in my next episode.

[Narrator (Graves County Podcast)]

The murder of an 18 year old girl in Graves County, Kentucky went unsolved for years until a local housewife, a journalist and a handful of girls came forward with a story.

[Lauren LaRosa]

America, y' all better wake the hell up. Bad things happens to good people in small towns.

[Narrator (Graves County Podcast)]

Listen to Graves county on the iHeartRadio app, Apple Podcasts or wherever you get your podcasts. And to binge the entire season ad free. Subscribe to Lava for Good plus on Apple Podcasts.

[Hunter (Hunting for Answers Host)]

I'm Hunter, host of Hunting for Answers on the Black Effect Podcast Network. Join me every weekday as I share bite sized stories of missing and murdered black women and girls America. Stories like Erica Hunt, A young mother vanished without a trace after a family gathering on 4th of July weekend, 2016. No goodbyes, no clues, just gone. Listen to Hunting for Answers every weekday on the Black Effect Podcast Network, iHeartRadio app, Apple Podcasts, or wherever you get your podcast.

[Jonathan Goldstein (Heavyweight Host)]

I'm Jonathan Goldstein and on the new season of Heavyweight. And so I pointed the gun at.

[Lauren LaRosa]

Him and said, this isn't a joke.

[Jonathan Goldstein (Heavyweight Host)]

A man who robbed a bank when he was 14 years old and a centenarian rediscovers a love lost 80 years ago.

[Lauren LaRosa]

How can 101-year-old woman fall in love again?

[Jonathan Goldstein (Heavyweight Host)]

Listen to heavyweight on the iHeartRadio app, Apple Podcasts or wherever you get your podcasts.

[Narrator (Graves County Podcast)]

In early 1988, federal agents raced to.

[Lauren LaRosa]

Track down the gang they suspect of importing millions of dollars worth of heroin into New York from Asia.

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Had 30 agents ready to go with shotguns and rifles and you name it.

[Lauren LaRosa]

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[Narrator (Graves County Podcast)]

Iheartradio app, Apple Podcasts or anywhere you get your podcasts.

[Lauren LaRosa]

This is an iHeart podcast.