• Source: Urbania (media group)

Urbania is a Montreal-based media group that was created in 2000. The company operates diverse digital media, a brand agency, a technological laboratory, and an audiovisual production house.
The media group distinguishes itself with its unconventional tone, its close attention to graphic design and visual presentation and its focus on discussing controversial news.
Urbania also operates in France since 2020.




History


Urbania Media originated as a magazine launched in 2003 with a thematic quarterly format. The founders, Philippe Lamarre and Vianney Tremblay, initially worked at the Toxa Design Agency, which had been established in 2000. Initially, the main goal of project was to explore new avenues and have fun. The founders did not imagine it would last for more than a decade.
In 2015, The Toxa Design Agency and Urbania's operations were combined under the same name.
In an interview for the French Canadian Newspaper Le Devoir, Philippe Lamarre explains that Urbania's initial mission to highlight ordinary people doing extraordinary things did not change. Still, its approach to achieving this mission has evolved.
For its 15th anniversary, Urbania referenced a famous Esquire magazine cover featuring Muhammad Ali, by portraying Richard Martineau as a martyr which created controversy. Among Urbania's previous magazine covers are Justin Trudeau and Gérald Tremblay crucified on Mont Royal, Jean Charest shaped in a block of cheddar cheese and Antoine Bertrand and Michèle Richard wearing a bikini.
In September 2020, Urbania Media was established in France under the supervision of Florent Peiffer. Urbania's interest in France was previously shown had already shown an interest for the French market by dedicating an issue to Paris in 2012 as well as during an interview for Le Devoir in 2018.
For Urbania's 20th anniversary in 2023, Cardinal Editions published a book tracing the media group's history.




Media


Urbania first started as a physical magazine but is now mainly a digital magazine.
Each issue of Urbania is dedicated to a particular theme, such as odours, vice, food, scammers, sex, lesbians, and the Quebecois male. The first issue was dedicated to locomotion. The magazine puts lots of attention on graphic design, visual presentation, and layout.
In an interview for Le Devoir, Denis Lord explains that Urbania depicts important and modern urban phenomena while suggesting new ways to view society, and remaining informative, entertaining rebellious and open-minded.
Precisely, he states that "for its 20 years, URBANIA has expanded its audience by developing niche content around themes that resonate with young adults, all while maintaining Urbania's distinct tone."
The magazine publishes numerous articles and videos in gonzo journalism (also called experiential journalism) with a hint of humour and a nonconformist tone. The main goal of this method is for readers to immerse in the information and for Urbania to produce content with emotion and sensitivity.
Urbania has a target audience of young adults ranging from 25 to 44-year-olds in the province.




= Quatre95 (Quebec)

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Launched in 2019, Quatre95 is a sub-media of Urbania focused on personal finances, entrepreneurship, the work and business landscape and consumption. It is sponsored by the National Bank of Canada.
The name of this subgroup comes from the original price of the physical Urbania magazine, which was $4.95. In 2022, Quatre95 won the Gold Price of Excellence in digital Publication in the category Of best Editorial newsletter.




= Dehors (Quebec)

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Launched in 2021, Dehors discusses the outdoors and sports, nature, tourism and adventures. The goal of Dehors is to offer inclusive content that is free of taboos. According to Barbara Judith Caron, director of digital content, the goal with Dehors is that every reader feels included and connected to the content.




= Mollo

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Launched in August 2023 in collaboration with Attitude and Télé-Québec, Mollo targets parents by discussing topics related to parenthood. The main objective of the Mollo subgroup is to support parents in their family and social lives from before the child's birth until the sixth year of primary school. The platform addresses the ups and downs of the world of parenthood without restrictions or taboos.




= Guide des universités Urbania

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The Guide des Universités Urbania was launched in January 2020. The platform aims to entertain a young audience ranging from 18 to 25 years old by informing them about the student culture.




= Urbania (France)

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In September 2020, Urbania was launched in France under the direction of Florent Peiffer, also joined by members of the original Canadian company. In 2022, approximately 20 journalists were employed to work for the European version of Urbania.
Like its Canadian parent company, the French version of Urbania offers articles and videos on various topics.
In 2021, Urbania France published an investigation into the sexual assault accusations against a popular French YouTuber named Norman Thavaud. These accusations were made by one of Norman's followers who was a minor. Norman Thavaud's press officer denies the accusation but confirms that exchanges between the YouTuber and his fan took place. The case was subsequently covered by Arrêt Sur Images and Libération a year and a half later.
In 2022, Urbania France and YouBlive, a live content agency, partnered to recruit Anaïs Carayon for editorial direction.




Urbania productions


Since 2006, Urbania is collaborating with ARTV for the TV show Mange ta Ville at the request of Catherine Pogonat.
Since 2007, Urbania produces TV shows such as Montréal en 12 lieux and Québec en 12 lieux, both aired on TV5.
Urbania Montréal also produces TV shows for Québecor, Bell Media, TV5, Corus, Radio-Canada, Télé-Québec and ARTE.
In collaboration with the Quebec publishing house La Pastèque, Urbania transforms a children's comic book series called “Le facteur de l’espace” into an animated children's series and a mini-game.




= Urbania Studios

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Urbania Studios is the creative studio within the media group focused on brands. The Montreal-based studio produces brand content. It collaborated with Guru, Toyota and the National Bank of Canada.
In 2023, Urbania launched a talent agency named Valides to represent content creators in partnership with Hainault.




= Physical magazine

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Urbania previously distributed physical magazine issues. Listed below are the name of each issues distributed.




= TV productions

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Since 2015, the media group produces the TV show C’est juste de la TV, hosted by Anne-Marie Withenshaw.
In 2019, Urbania collaborated with the Alchimie group to launch a web television called Sexplora TV. The TV show was awarded a Gémeaux Award in the category of interactive production – Public Affairs - magazine (2019)




= Podcasts

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Since 2019, Urbania produces the podcast Les pires moment de l’histoire, narrated by the comedian Charles Beauchesne and available on Urbania and Ohdio. The comedian discusses various topics including the Crusades, Rasputin, Victorian asylums, and the fall of the Roman Empire.
The podcast was awarded with an Olivier Award in the category of scripted humoristic podcast in 2021 and 2022.




= Digital productions

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Previously, each physical magazine had a digital issue. However, now, Urbania suggests a new type of free, digital magazine – the Urbania Micromags – that allows readers to view exclusive content, weekly suggestions and even their horoscope.
The Montreal-based media has partnered with National Film Board (NFB) on various projects throughout the years. In 2012, during an important student protest, Urbania launched a project named “Rouge au Carré.” Urbania partnered with ONF the following year to confront internet users regarding the value charter.
Moreover, they created in 2015 the multimedia website FortMcMoney.com. This project merges the format of movies and video games to create an interactive film about the fictive city of FortMcMoney, inspired by the real-life city of Fort McMurray. The game addresses important topics revolving around capitalism, influence and politics.




Collaborators


Urbania has numerous collaborators working with the company for various projects. These include TV productions, interviews, news coverage and other multi-media projects.




Awards and honours


In May 2006, Philippe Lamarre won the award Relève CGI from the Design Institute of Montreal. As stated in Le Devoir, "Four times between 2003 and 2005, he was awarded Grafika and was awarded twice in the Magazines du Québec competition."
The magazine's website received the Boomerang Award of the Infopress Éditions in 2004. Three years later, the Quebec media group won two Boomerang awards for its website mtl12.com.
In May 2010, Urbania wins two Numix Awards. The same year, it received the Webby Award Official Honoree in the magazine category.
In 2011, the Quebec media group won the Price Issue of the Year of National Magazine Awards for its issue dedicated to social media.
In 2017, Urbania received three Infopresse awards, including one for its issue dedicated to cannabis.
The podcast Les pires moments de l’histoire presented by the comedian Charles Beauchesne was awarded the Olivier of Best Scripted Humoristic Podcast in 2021 and 2022.
In 2022, Quatre95 won the Gold Prix Excellence in Digital Publication in the category of best editorial info letter. The same year, the ADISQ gala awarded the TV show La fin des faibles II in the category TV show of the year – Music. The production named Star Wars Kid about the Ghyslain Raza case received a Gémeaux award in the category: of best editing: public affairs, documentary – TV show.




References

Kata Kunci Pencarian:

• Urbania (media group)
• List of Quebec media
• Joseph Urbania
• GLAAD Media Award for Outstanding Film – Limited Release
• Force Motors
• Norman Thavaud
• El Comercio Group
• Befana
• Deaths in February 2024
• Canadian Pacific Hotels