"Vibe," the magazine that helped document the rise of the hip-hop era in the '90s, and "Rolling Stone," which did the same for rock in the '60s, are joining forces, the parent company of both announced on Oct. 23.

Not everyone is happy about that.

"VIBE 'will bolster "Rolling Stone's" hip-hop coverage and allow the brand to go deeper in the genre," Heran Mamo reported for Billboard, the music industry magazine which, like Rolling Stone and Vibe, is owned by the globally based Penske Media Group.

"VIBE" will also print special collector's 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."

Julian Holguin, CEO of "Rolling Stone," said in the story, "We are thrilled to announce that "VIBE" is joining forces with "Rolling Stone." This historic team-up will enable "Rolling Stone" to level up the publication's hip-hop and R&B coverage, allowing "RS" to dive deeper into the culture.

"As part of this move, "Rolling Stone" will invest in "VIBE" across video, podcasts, long-form journalism, social media and experiential opportunities--all areas where "Rolling Stone" is a market leader. "VIBE" will continue to power cultural conversations and reestablish itself as a driving force for commentary and reporting. Our goal is to continue the mission "VIBE" was founded on while leveraging "Rolling Stone" to amplify its presence across all platforms."

Some observers, such as longtime magazine industry analyst Samir Husni known as Mr. Magazine, approved of the move. "I think it is [a] good thing, unifying the audiences of music magazines," he messaged Journal-isms. "By merging with "RS" , music [will] have one large unified audience who enjoys all kinds of music."

"Rolling Stone's" circulation for the six months ending June 30 stood at 426,114, according to the Association of Audited Media. "Vibe's" was not recorded, as it is not a member of the association, but it is no doubt smaller.

To other observers, the partnership represents erasure. "Is this media gentrification?" Do Black voices really need this audience that "Rolling Stone" is offering?" asked Loren LoRosa, on the influential "The Breakfast Club" podcast. She was co-hosting as senior news producer.

"Why can't we gatekeep what's ours, and it still be just as big, and as effective and as golden?" she asked.

Likewise, the website Feminegra wrote, "By the time headlines circulated, staffers at "VIBE" had already begun posting their layoff announcements. Most were Black. Some had spent years documenting the culture the merger claims to elevate. Mya Abraham, formerly R&B Reporter at "VIBE", wrote, "It's been the joy and honor of my life to document R&B in this capacity." Her message joined a growing number of personal statements that spread rapidly across social media.

"The industry didn't just watch the merger unfold. It witnessed the quiet erasure of voices that built the foundation."

Billboard added that Datwon Thomas (pictured), a former longtime "Vibe" editor-in-chief, is being brought in as strategic adviser "to help with the transition."

Thomas wrote on social media, "Looking forward to helping usher "VIBE" through the transition period of merging with "Rolling Stone.' While so many look at this as an odd pairing, I'm looking at it as a way to fuel "VIBE's" legacy status and assist in bringing it to its rightful position as a leader in urban culture content."

"Vibe" was founded in 1992 by the legendary impresario Quincy Jones and Time Warner, with a focus on hip-hop and R&B music and the culture surrounding it. It became one of the most influential publications of its kind, as the New York Times would report when the title was sold in 2013.

"Presenting a glossy and urbane view of urban culture, "Vibe" Magazine became a preeminent site for journalists and scholars chronicling contemporary black popular culture," author, professor and cultural critic Mark Anthony Neal wrote in 2009, when the magazine folded, later to return as an online-only product.

It no longer holds the pre-eminent position it had in the '90s.

On Oct. 1, the website feedspot.com ranked the "15 Best Hip Hop Music Magazines you should follow in 2025." The list was topped by the newer publications Clash, Hype off Life and Global Money World, with "Vibe" lagging at No 13.

"VIBE" and "Rolling Stone" are actively looking to fill positions, including a new head of the "VIBE" brand, a video/podcast host and an events producer," Billboard reported.

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