UFC Japan x Vice Japan

Vice Media Japan inc.�confidential

Contents 1. Sharing Mission 2. Proposal of Video Program 3. Proposal of Articles 4. Activation 5. Explanation of Vice Japan Platform 6. Services Vice Japan Offer

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Sharing Mission and

the Project Outline

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Sharing Mission

UFC’s MISSION in Japan UFC is an intense sport which constantly asks the following: Who’s tough in a fight? Who’s the toughest? It’s extremely demanding and hard work, but the glory that lays beyond that of the Major Leagues continues to captivate the imaginations of many. We want to bring UFC to a similar position in Japan as baseball, a massive industry in its own right, and brand it in a similar way. VICE Japan’s MISSION with UFC x Vice Japan Our goal is to familiarize martial arts to even those who aren’t particularly fans of the sport. By highlighting the intelligent and emotional aspects of the sport, we want to create material which will build a core fan base while being inclusive and welcoming to those who are new to the scene. Also, building up on this foundation we want to handle all combat sports and specialize in the industry.

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Mission & Concept for UFC x Vice Japan

<Brand Identity>

Branding video Education video

Martial Arts in general Others

<Video>

UFC’s NEWS MMA’s NEWS

Martial Art’s NEWS Other NEWS

<Articles>

Martial Art and the Society Social Activity of UFC

History Etc…

＜Education＞

UFC’s NEWS Martial Art’s NEWS

Sport NEWS Other NEWS

<News>

UFC’s Archive Fight Pass’s Archive

Others

＜Archive＞

UFC has several fascinating contents domestically and overseas. Japan also has multiple contents that express martial arts through articles and videos. Via original videos, news, and articles, we want to present our mission and concept through our new web platform on Vice.com/jp We want to increase the variety and depth of the content, and eventually build a vertical channel.

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Mission & Concept for UFC x Vice Japan

＜Brand identity＞

Fight FANS Fight FANS

Fashion FANS

Music FANS

Art FANS

Culture FANS

Mission & Concept for UFC x Vice Japan

＜Brand identity＞

Sports FANS

By spreading universal value of the UFC through our original content, we would gain core fans not only from martial arts or MMA, but also from other genres.

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Phase-2: branding 2015 Feb – 2015 Sep

EDUCATION Karate, judo, aikido, kendo

Phase-3: expanding 2015 Sep -

UFC x VICE JP

Martial Arts Mix (MAM)

Phase-1: beginning 2014 Sep – 2015 Jan

FIGHT PASS

ATTRACTION best bout, initiation into mma

INTRODUCTION rise of octagon

PROGRESSION self-reflection, art of mma

Project term outline

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The Creators Project

VICE NEWS

MOTHERBOARD

NOISEY

Martial Arts Mix UFC x VICE

JUDO

KARATE

AIKIDO

VERTICAL

PROGRAM

Placement of the Project within Vice Japan

Proposal of Video Program

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Summary of Video Program Proposal

■Beginning Phase By January, as part of the expansion phase, produce contents that are easy to get into even for non-fans as a way of introducing UFC Japan × VICE Japan. Have multiple contents for the viewers.

Fighters Profile series What is UFC series Match Commentaries series Beginners Introduction Series

■Branding Phase From February 2015, for the purpose of Educating and Branding, create a new video series. Videos that will have depth on UFC and martial arts to make newly acquired fans into core fans.

Beginners Introduction series Match commentary ＋ Memorable match commentary by individual Challengers of the UFC series Japan’s Martial Art series

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Rise of Octagon

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Rise of Octagon Thorough verification of UFC as an enterprise. Probe into secrets of corporate strategy on making fighting into an entertainment business. Wipe out the anti-social image of MMA within Japan, and establish the brand of UFC. Contents for laying the groundwork. ・The world condition of MMA ・Shares among the sporting world ・Player population ・UFC as an enterprise ・Strategy of making fighting into a business ・Ways of promotion ・Secret of the Octagon ・Philosophy of Dana White ・UFC from fighters’ perspective ・Fighter’s care ・Reward ・Difference compared to other organization ・Being popular after becoming UFC fighter

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Initiation into MMA

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Initiation into MMA Introducing MMA to martial arts beginners What changes will happen to a person undergoing MMA training? The experience gained by going through the hardship of MMA will be presented in first person so that the audience will have better understanding of the content. Scheduled to be released monthly as part of a series. Scheduled Cast A: Female model, age 20 Character that raises the curiosity of potential fans. B: Middle aged male, age 38 Character that raises unity of 30 – 40 year old male potential martial arts fans. C: VICE female editor, age 23 Character that all potential fans from all age groups would want to support. Through the three characters, we want to appeal to all potential fans in a diversity of age groups.

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Best Bout series

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The Best Bout Program which will include commentary of famous matches by Japanese celebrities who are knowledgeable in MMA and UFC. Even today, legendary UFC fights are still unrecognized by the general public. By having celebrities explain why those matches are memorable, the viewer should gain an understanding of how to enjoy the matches , which is the core of UFC. Scheduled celebrities would be well known commentator in Japan, Fukuyama Masaharu and Inaba Koushi. Also scheduling to have a female listener for the beginners introduction series “Initiation into MMA”. Within the promoting phase until the end of January, this program would be the killer content. Reference Video: https://www.youtube.com/watch?v=HJ7kKKh0-rk

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Fighters Episodes

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Takanori Gomi Takanori Gomi is a legend of MMA and one of the few Japanese Pride superstars who are active and successful in the UFC. He is also still one of the most popular fighters in Japan, with a very large fan base. Gomi likes to spend his time off surfing and... boozing! Gomi is also a big fan of the Rocky movies and has a taste for training in exotic places, like his movie idol. Shootbeats: Surfing, partying, going to a game arcade with a punching power machine, taking punching mitts into town and partying, training at "Rocky-like" location, at his gym.

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Rin Nakai Rin Nakai was an immediate fan favorite at the last UFC press conference in Tokyo. Dressed like a princess and built like a pro-wrestler, Rin is certainly the most colorful character on the UFC Japan card. Her hobbies include cosplay and lap dogs, and was a successful gymnast at school. She is also said to be able to bench press more than most men and is famous for her – at times slightly raunchy – promo videos for Pancrase. https://www.youtube.com/watch?v=7TQiFLggsho https://www.youtube.com/watch?v=Ea-BUq4vsQI Shootbeats: At home with her dogs, cosplay fashion show, shooting a new promo for her website, Gymnastics session at a nice Japanese-looking location like a temple, bodybuilding poses, bench pressing, training at her gym. Needs lots of archive footage of her fights and website promos, which need to be licensed.

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Kiichi Kunimoto Kiichi Kunimoto is still a rather unknown fighter, but with a lot of potential. He is coming off an impressive 1st round submission win in June. The 33 year old only started training in martial arts at the age of 24. Prior to that, he earned his living as a pro-skater. He was born and raised in Nishinari, Japan's only ghetto. Being also from Korean descent, his idol is the controversial Yoshihiro Akiyama. Shootbeats: Go meet with his old Skater buddies in his old skater outfit, take a stroll through the area he grew up in, training session. Needs lots of archive footage of his skater days.

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　 July August September October November December January 2015 　

1 Shooting Vice - UFC Challenge 3min

Fighter’s piece Takanori Gomi

Initiation into MMA ep1

Initiation into MMA ep2

Initiation into MMA ep3

Initiation into MMA ep4

　

2 　 　 Fighter’s piece – Rin Nakai

　 Best bout ep1 　 Best bout ep2 　

3 　 　 Fighter’s piece Akiyama

　 　 Rise of MMA 　 　

4 　 　 　 　 　 　 　 　

Min.　 　 3 30 8 20 16 20 　 　 　 　 　 　 Total min. 97 min

Schedule estimation

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Proposal of Article

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Proposal of Article

Will follow up on information that can not be covered by video. 　UFC History 　Legendary fighter introduction 　Rules and terms explanation 　Explanation of martial arts to further understand UFC 　Legends and inside stories 　Interview of fighters and persons involved 　Fashion check of fighters 　Entrance music introduction 　etc…

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Activation

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Vice Japan and

Explanation on Platform

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Vice Japan Manages 5 Platforms

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The Creators Project Vice Japan YouTube

Vice Japan Twitter Vice Japan Facebook

Vice.com/jp

Characteristics of Vice.com/jp

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Vice.com/jp is composed of various articles and videos (plus accompanying articles) that touch on multiple subjects. Rather than just a video, videos with complimentary articles can provide more depth and insight. Depending on the subject matter at hand, an article may be more effective rather than a video＋article, and vice versa.

Characteristics of YouTube Vice Japan Channel Unlike Vice.com/jp, Youtube Vice Japan channel is a platform that specializes in video contents. With regards to the UFC project, we want to tag videos uploaded here onto Vice.com/jp. It has more distribution capabilities. Compared to Vice.com/jp, it has more SNS functions.

Characteristics of The Creators Project The Creators Project is a co-op between Intel and Vice, where Intel provides the funding and Vice provides the contents. With technology as one of its core themes, expanding into the worlds of art, fashion, music and culture, it has enjoyed 5 years globally, and the Japan version launched in 2014. Although regarding the UFC project, The Creators Project will not be directly involved; however, producing contents that also appeal to fans of the UFC project is a vital issue.

Vice Facebook + Twitter Vice Facebook ＋ Twitter should function primarily in a similar fashion to other web based media. It should focus on distributing content from Vice.com/jp. However, depending on the text, it can also function as a media outlet on its own.

Up coming videos and articles are always on the top banner.

Make up new category for UFC x Vice Japan here.

This article will follow the video with another angle.

Up coming videos with big thumbnail and deep article.

Services Vice Japan Offer

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Services VICE Japan Offer

Traditional

Modern

Audience

Creative Development Creative Production Media Planning Media Buying Research Branding Strategy

In-House Production Editing Global Event Managing Platform Activation Design Web Designing

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VICE Japan organization

Sales division: Toyoki Tanizaki Asami Shishido Mitsuaki Shiratori Bingo Sato

General Manager: Bingo Sato

Media division: Kentaro Kawaguchi Hiromi Shishido Kana Inamura Shinichiro Kato Outsoursing: Kazumi Hayashi Tsune Mamiya Soushi Matsukura

PR & Markting division: Yuka Yamane Asami Shishido Hiromi Shishido Aya Ishizone

Web debvelopment: Yuichi Kudo Design: Osamu Ohashi Gallery space (from 2016 march): Masayuki Nishimoto Toyoki Tanizaki Admin.: Kana Kobayashi Aya Ishizone

Video Production: Sebastian Stein Michinori Saigo Akira Kamitaki Joseph Geroge Ty Demura Eiji Iwakawa Tomoyuki Shiotani Outsoursing: Yuka Uchida Michael Komagata Keisuke Kimura Shiozaki Kentaro Suzuki

Event production: Takuya Takada James Matsuki Shun Tsunoda

VICE Japan clients

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Thank you!

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