Why VICE Studios’ Amy Powell Is Betting on Big Swings and Real Stories
We sat down with Amy Powell, President of VICE Studios, for our Culture Creators Series. With a storied career spanning Sony, Paramount, and Amazon, Powell recently stepped into her new role at VICE, just a week before our conversation. Known for producing cultural hits like 13 Reasons Why, Catch-22, and Jack Ryan, she’s now setting her sights on unconventional storytelling and global relevance.
You’ve worked across major entertainment brands. What made you join VICE?
I’ve always had a deep love for storytelling—books, film, TV—since I was a kid. I wanted to be part of bringing unique perspectives to life. And VICE is the perfect brand for where I am right now: bold, daring, unconventional. I didn’t want to play it safe anymore. I wanted to take big swings, and VICE is the place to do that.
You started a week ago—what’s your focus right now?
Listening. I flew to London to meet with the teams and understand what VICE means to them: what stories resonate and what they love about the brand. This is the first time I’ve worked somewhere with such a strong mission baked into the DNA. It’s not just about producing content—it’s about creating meaning.
VICE is known for daring content. How do you make niche stories connect at scale?
That’s the challenge and the opportunity. We live in a world of algorithms and micro-audiences, but what cuts through is human connection. Whether it’s a period piece or an action series, you tune in because you see yourself, or someone you care about, in the characters. That’s how niche becomes universal: through emotion and character.
Once you have the right story, how do you market it?
You have to understand what people are curious about—and sometimes that means being willing to talk about hard things. 13 Reasons Why is a great example. It addressed teen suicide at a time when the topic was still taboo. By making it okay to talk about, it helped people ask for help. That’s the kind of cultural connection that creates impact and scale.
Consumers trust creators more than brands now. How do you see that playing out in entertainment?
It all comes down to authenticity. People crave realness—flaws, vulnerability, and honesty. That’s true for scripted characters, unscripted stars, and creators online. The most resonant voices aren’t the most polished—they’re the most human. And I think audiences are incredibly good at sniffing out what’s not real.
We’re seeing creators become the stars of traditional entertainment. What’s your take?
It’s fascinating—and well-earned. Someone like MrBeast didn’t blow up overnight. He’s been working, experimenting, and analyzing for years. When I met with his team, I realized he approaches content with the same rigor as a top-tier director. The level of discipline and thoughtfulness is impressive—and it’s changing the way content gets made.
What does that shift mean for entertainment production cycles?
It forces us to be faster and more creative. I produced Never Say Never with Justin Bieber and Jon Chu, and we turned it around in nine months—unheard of for a movie. We used old family footage, fan content, and a mix of formats. It wasn’t traditional, but it was true to the story. That’s the mindset we need today: move fast without losing meaning.
VICE content isn’t made in vertical video—but social media is where people live. How are you thinking about that?
We’re designing for all screens. A big takeaway from my time at Amazon was: to always start with the customer. Where are they watching? What’s their mindset? Are they on mobile, leaning back on a couch, scrolling in bed? We’ll tailor formats to meet them where they are. Audience-first is everything.
What’s on your personal For You Page right now?
A lot of exotic travel content. I’m drawn to places like Antarctica, India, and all across Africa. I never go to the same place twice—I want to see the world deeply and differently. That curiosity definitely spills into the kind of stories I want to tell.
If you were a creator, what kind of content would you make?
Exploration content. I always wanted to be a journalist, living as an expat in different parts of the world, reporting from the ground. Backpack on, camera rolling, and showing people places they might never see otherwise. Feels like VICE, right?
What advice would you give someone starting their career in media or marketing?
Don’t be afraid to take big swings. Playing it safe is a liability, especially now. Be willing to let go of the side of the pool. It might not work the first ten times, but on the eleventh, it will. And stay tenacious. The uncomfortable moments are the ones you learn from—and remember.
Any projects you’re excited about?
It’s early days, but I’m really proud of Gangs of London. It’s premium, edgy, and it captures so much of VICE’s brand DNA. It originally came from gaming IP, and I’m excited to see how we can expand it into a broader universe. That kind of cross-platform storytelling is what I’m most looking forward to.
For more from our Culture Creators series, head [here].
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