Skateboarder Tony Hawk is "teaming up with young men's publisher Complex Media for TheRideChannel.com, a website about skate culture," according to Michael Sebastian of AD AGE. The site is a "joint venture" between Complex and Hawk's production company, 900 Films, which is "responsible for the bulk of the site's content, including skateboarding news, as well as tips and how-to stories mostly in the form of video." Complex "handles the technology behind the site, along with the promotion and advertising sales." Complex Founder Marc Ecko said that the partnership "could lead to events and products, but declined to elaborate further." Sebastian notes The Ride Channel is "an extension of a YouTube channel of the same name" introduced in '12. Its genesis was "the result of Google investing hundreds of millions of dollars in original video creation and dispersing that money to various celebrities and media properties to produce videos for YouTube." Ecko said that Hawk is "involved in producing content" for the website (ADAGE.com, 11/4).
