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published on Friday, 22 January
It’s been a difficult time for the magazine industry in recent years, yet in these trying times, we’ve seen an abundance of new publications hit our shelves. jotta has been burying it’s nose in the latest art and visual culture magazine Elephant, a publication set to leave a mammoth sized footprint on the industry.
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"We live in a divided world. On the one side, you have the art world proper, on the other, what has so far been known as applied arts, or commercial art, while the most interesting work seems to be happening in the middle. This division does not reflect the reality (and the richness) of the visual arts scene. More seriously, this division has meant that a lot of the best work has gone right under the radar."
This observation by editor-in-chief Marc Valli is the inspiration behind Elephant, the latest arts and visual culture magazine brought to us by the dynamic magazine publishers Frame. Focusing on a breadth of visual culture subjects, Elephant has a wider scope than many of the other visual arts magazines currently on the market.
As owner of the Magma design book stores, Valli certainly knows a thing or two about magazines, applying his extensive wealth of knowledge to the content-rich, multi-disciplinary publication. Valli is no stranger to running a magazine either, those of you familiar with Graphic will recall the series of themed issues, showcasing the latest graphic design.
Aiming to reach as wide an audience as possible through it's diverse range of material, Elephant sits squarely in the middle - between the art world proper and the commercial world. It is through this position that the magazine is able to create its own unique discourse, appealing to the most discerning reader.
"Elephant looks for its ethos in the time before the 'art world' and the 'creative industries' took over, a time when artists didn't value their work according to the auction prices, but by the reaction of their peers to their ideas."
Interrogative and concise, Elephant enquires into the latest, innovative trends, techniques and art movements. Communicated through over 200 pages of impressive full colour layouts by Studio 8, the magazine calls attention to some of the most progressive and interesting visual art on the scene.
Comprised of five sections, highlights of the launch issue include:
Meetings: featuring interviews with prominent artists and visual thinkers who have changed our time through the medium of visual arts. Peter Savillle,
Research: topics of research include looking at how artists and illustrators are using collage techniques and investigating the relationship between art and the internet.
Studio Visits: artists including Boris Hoppek and Misaki Kawai and showcase their work.
Economies: looking at how artists take matters into their own hands and start businesses of their own, including Valli's interview with Spin's Tony Brook and Adrian Shaghnessy on how to start a publishing company.
Cities: a creative guide to Sao Paulo, showcasing local artists, examining the relationship between their work and their hometown.
A breath of fresh air in an over-saturated magazine market, Elephant is a highly recommended read.
Elephant is published quarterly. For more details and a list of stockists visit www.elephantmag.com
This observation by editor-in-chief Marc Valli is the inspiration behind Elephant, the latest arts and visual culture magazine brought to us by the dynamic magazine publishers Frame. Focusing on a breadth of visual culture subjects, Elephant has a wider scope than many of the other visual arts magazines currently on the market.
As owner of the Magma design book stores, Valli certainly knows a thing or two about magazines, applying his extensive wealth of knowledge to the content-rich, multi-disciplinary publication. Valli is no stranger to running a magazine either, those of you familiar with Graphic will recall the series of themed issues, showcasing the latest graphic design.
Aiming to reach as wide an audience as possible through it's diverse range of material, Elephant sits squarely in the middle - between the art world proper and the commercial world. It is through this position that the magazine is able to create its own unique discourse, appealing to the most discerning reader.
"Elephant looks for its ethos in the time before the 'art world' and the 'creative industries' took over, a time when artists didn't value their work according to the auction prices, but by the reaction of their peers to their ideas."
Interrogative and concise, Elephant enquires into the latest, innovative trends, techniques and art movements. Communicated through over 200 pages of impressive full colour layouts by Studio 8, the magazine calls attention to some of the most progressive and interesting visual art on the scene.
Comprised of five sections, highlights of the launch issue include:
Meetings: featuring interviews with prominent artists and visual thinkers who have changed our time through the medium of visual arts. Peter Savillle,
Research: topics of research include looking at how artists and illustrators are using collage techniques and investigating the relationship between art and the internet.
Studio Visits: artists including Boris Hoppek and Misaki Kawai and showcase their work.
Economies: looking at how artists take matters into their own hands and start businesses of their own, including Valli's interview with Spin's Tony Brook and Adrian Shaghnessy on how to start a publishing company.
Cities: a creative guide to Sao Paulo, showcasing local artists, examining the relationship between their work and their hometown.
A breath of fresh air in an over-saturated magazine market, Elephant is a highly recommended read.
Elephant is published quarterly. For more details and a list of stockists visit www.elephantmag.com
