Brian Upton

Background

About Brian Upton

With over 27 years of experience across industries, I’ve developed a wide range of skills—from content creation and operations to brand strategy and business development. Today, I focus that experience on building something rooted in community and purpose. I’m the Owner and Editor-in-Chief of Santa Cruz Vibes—a multi-platform media company that blends print, digital signage (SCVM TV), social media, email, podcasts, and live events. Our mission is simple: tell authentic stories, support local culture, and help brands connect in ways that actually matter. Vibes has become a trusted platform for small businesses, creatives, and nonprofits across Santa Cruz County and beyond. We’re proud to give up to 20% of our total media space—across all platforms—to nonprofit partners. It’s part of our core business model, and it creates a halo effect that benefits everyone we work with. We’re also expanding our podcast network, producing and managing a growing lineup of shows that dig into identity, sustainability, mental health, design, and more—all from a local, community-centered point of view. On a more personal note, I co-host Broken Tiles with my wife—a podcast about parenting, partnership, and figuring life out in real time. If you’re working at the intersection of media, mission, and community—or just want to collaborate on something with depth—I’d love to connect.