Legendary British writer Push, who founded Muzik magazine in the mid 90s, is returning to publishing this week, to launch brand new print magazine Electronic (from July 20: click here for more details: http://bit.ly/O16iWg )
Including exclusive interviews with Underworld and a feature on the making of Human League’s 80s classic Dare in its first issue, the magazine promises ‘No gear reviews, no walk throughs, just up close and personal with the artists you love’ plus a 14 track CD compiled by Wall Of Sound’s Mark Jones.
So what else sets it apart from other established magazines.
“Electronic is about bringing together all different kinds of electronic music - from the early experimentalists through to the current crop of electronic artists, by way of kratutrock, synthpop, synthpunk, electro, house, techno, ambient, and so on - and I'm not sure there's another mainstream magazine out there that does that,” says Push.
“We obviously haven't covered everything in this pilot issue, but I think we have delved into most of the areas we're interested in. One important distinction to make is that this is not a dance music mag, so it's not like Mixmag or DJ. Our interest is much wider than dance music, and we're interested in artists and producers rather than in DJs and club culture.”
Skrufff (Jonty Skrufff): Why have you returned to editing after all this time away?
Push (Electronic): “It has been a while. It's more than a decade since I last edited a magazine. This is an idea I've been knocking around for about a year, but I couldn't work out whether it was a mag or a website or maybe something else. In the end, I guess I decided to try to develop it as a magazine because, even though I've been away for a long time, magazines are probably what I know best.
When I started thinking of it as a magazine, I saw it as a kind of electronic version of Mojo or Classic Rock, which I think is quite an easy concept for people to grasp. When I first approached Future, I said to Scott Rowley, the editor in chief of the music titles, "OK, so you've got Classic Rock, so now imagine you strip out all the rock bands and replace them with electronic artists and, errrrr, that's it".
Skrufff: What are the key lessons you learned from Muzik?
Push (Electronic): “Not to be finicky about every last word. Be prepared to let little things go. Remember that people only see what you put in the magazine and they don't see what you don't put in. Remember that I'm a writer myself. I wrote very little for Muzik in all the time I was editor - half a dozen features in four years - so I've made sure that I've written one of the main features in this pilot issue of Electronic.
I interviewed Simeon Coxe from Silver Apples, one of the most important of the pioneering electronic bands, and he's long been a hero of mine, so that was a real buzz.
Skrufff: What were your biggest mistake there?
Push (Electronic): “I suppose the biggest single mistake I made at Muzik was not enjoying it as much as I should have done. So I've made sure that - despite the challenges and the difficulties and the sleepless nights that come with any magazine launch - I've enjoyed every minute of this. Well, most minutes of it.”
Skrufff: The Word just closed despite being acclaimed as high quality: how are you planning to break even in the face of so many other mags dying/ struggling?
Push (Electronic): “I'm really sad to see the end of The Word. There should be a place on the shelves for a magazine like that. There really should and the fact that there apparently isn't, is a great shame. I also think there should be a place for a magazine like Electronic, but I don't know if we will even make it to a second issue. At the moment, we're just doing a one-off pilot issue. If it works and it sells OK and there's enough industry support, then there will be a second issue in two or three months time. And then maybe a third issue and a fourth and so on.
Future tend to roll out new magazines quite slowly, taking it one step at a time. They did that with Prog a few years ago, which is a great mag all about prog rock, and that's now a full monthly and is up to something like issue 27 or 28. If we can follow a path like that, I'll be over the moon. But if we don't and we never even get to do a second issue, well, then so be it. If that happens, maybe I'll try to do something less ambitious with the concept. Or maybe I'll just go back to grail hunting for a while. At least that's a respectable job, isn't it?”
http://bit.ly/O16iWg click here to pre-order) (Underworld Live, Rez/ Cowgirl, Youtube)
Jonty Skrufff: http://listn.to/JontySkrufff