Developing from Vice magazine, originally based in Montreal and co-founded by Suroosh Alvi,[9] Shane Smith, and Gavin McInnes (who left the company in 2008),[10] Vice expanded primarily into youth and young adult–focused digital media. This included online content verticals and related web series, the news division Vice News, a film production studio, and a record label among other properties. In 2015, Vice Media was called "[arguably] a poster child for new-media success—especially when it comes to attracting a valuable millennial audience."[11] Vice re-located to New York City in 2001.