MUDWTR Launches Newspaper ‘Trends w/ Benefits’ and New Media Platform, Led by Dersu Rhodes, Former VICE Creative Director
LOS ANGELES–(BUSINESS WIRE)–Today, MUDWTR announced the launch of its newspaper and media platform, led by MUDWTR’s newly appointed VP of Brand Dersu Rhodes. Together, they are curating Trends w/ Benefits, a quarterly printed periodical that offers humor and best-in-class journalism.
To head up the brand’s new media arm, MUDWTR has tapped industry veteran Dersu Rhodes, who during his seven years at VICE as commercial Creative Director and Sr. Design Director, was tasked with leading two commercial creative pods to profitability by rethinking how to sell and create documentary, editorial, and experiential content. Dersu directed the main titles and design for over ten VICE television shows, while also leading creative, art and design direction on campaigns for Samsung, Nike, Delta, Bud Light, Toyota, Lexus, Ray Ban, Callaway, K-Swiss, Beats By Dre and the launch of VICE’s own verticals Broadly, Thump and Live Nation TV.
“I’m inspired by the collective vision shared by this team. MUDWTR’s mission unites every one of my passions. I spent nearly a decade helping to develop VICE’s voice, and it is divinely surreal to now have an opportunity to apply that experience to MUDWTR’s media mission of encouraging people to feel better through knowledge and practices that have profoundly helped me. Through a reliable, inquisitive lens, Trends w/ Benefits encourage readers to think for themselves, question cultural norms and explore ways to expand what we believe is possible. Trends w/ Benefits was ultimately created to further MUDWTR’s dedication of leaving the world a little better than we found it,” says Dersu Rhodes, VP of Brand.
The newspaper will include a range of compelling articles and columns related to well-being, adventure and psychedelics, along with breathwork lessons, crossword puzzles, satirical cartoons and more. In the inaugural issue of Trends w/ Benefits, readers will hear from Rick Doblin, founder of MAPS (the organization pioneering psychedelic research) and read about big-wave legend Peter Mel after his best season ever at Mavericks, including some real talk from Mel about struggling with and overcoming drug addiction. The paper’s well-being section will include a column titled “Ask Dr. Darwin” from the bestselling co-author of Sex At Dawn, Chris Ryan. And what’s a modern-day newspaper without an astrology column? Trends w/ Benefits brings on Anya Kaats for a feature called Astrology with Attitude.
“I launched this company out of my art studio. The brand has become an expression and reflection of who I am and, in some ways, who I want to become. We’re at a stage where the canvases we use to express our brand are evolving. When I began the process of exploring who to bring on to support and amplify this evolution, I thought of Dersu, whom I’d met and looked up to when I was fresh out of school. We caught up on a Covid-safe walk down Abbot Kinney Boulevard and there were undeniable synergies between where he was in his career and what we were looking for on our team. More important than his undeniable experience and skillset was who he is as a person: Humble, noble, considerate and passionate about making a positive impact on the world. Trends w/ Benefits is the first of many canvases we are grateful to have Dersu’s influence on. We are thankful to have him on the journey with us.” —Shane Heath, CEO and founder of MUDWTR
Trends w/ Benefits newspaper will be available at mudwtr.com for 25 cents, and the paper will later be sold at brick and mortar newsstands around Venice, CA. Visit trendswithbenefits.com for a weekly hit of MUDWTR journalism.
About MUDWTR:
The list of benefits that come from cutting back coffee goes on forever but the solution is simple. MUDWTR’s coffee alternative consists of organic ingredients lauded by cultures old and young for their health and performance benefits. With 1/7th the caffeine of coffee, mud gives you natural energy, focus and more without the jitters and crash.
About Dersu Rhodes:
Previously Creative Director at VICE Media and before working for agencies like Tool, Media Arts Lab, Stopp, Media Monks, and Vitro – Dersu has immersed himself in the world of documentary, editorial, and experiential content for nearly two decades.
Raised by creative hippy parents in Montana, Dersu didn’t have a television until he was nine. From a quiet yearning to fit in as a child and to just “be normal,” a necessity for storytelling emerged. Following the trail of inspiration, Dersu is constantly rethinking how we can create meaningful experiences and instigate positive change through brands and content.
Contacts
Gabrielle Perez
Jack Taylor PR
mudwtr@jacktaylorpr.com