The Moby Group chief Saad Mohseni and the Vice News founder Shane Smith want to capture the eyeballs of the male millennial.
A male septuagenarian is helping to show them how.
"I always joke that we have the same godfather," says Mr Mohseni. "One of the people who most influenced Shane was also a person who has been very critical to us – which is Tom Freston."
The former Viacom chief and veteran media executive Mr Freston sits on the boards of both companies.