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Cape Town - Rolling Stone magazine will launch in South Africa in November.
The legendary magazine brand made its presence known at the Rocking the Daisies festival this past weekend, with little clues scattered around the fest.
The US version of the magazine, founded in 1967 by still-editor and publisher Jann Wenner and Ralph J Gleason, is considered an icon of pop culture reportage. The South African edition plans to continue in that tradition, according to SA Editor-in-Chief Miles Keylock.
"Why should we always be forced to see foreigners on the front of our magazines," he told Channel24. "We've got enough talent here that deserves respect and airtime. From a content point of view it's time to start respecting and celebrating our artists.
"Where can people talk meaningfully about music and current affairs? On Twitter, on blogs sure, but what kind of meaningful conversation can you actually be having (there)? For us it's about finding the right platform to kick-start these kinds of conversations. Rolling Stone is about in-depth, long-form journalism, which the publishing industry in SA seems to have had a love-hate relationship with in recent years."
Local vs International
On the question of what content balance will be struck between international and local content, the plan seems to be quite clear.
"We're starting off with at least half the magazine given to local content,” says Keylock. “We want to kick-start a culture of home-grown journalism – we don't want our writers to waste their time regurgitating stories that may or may not have any resonance in South Africa."
The local element will go alongside handpicked international content, according to Creative Director Georgia Gardner. "But it will all be seamless – the same level of production values. And the South African artists would also get the same treatment visually."
"There's a lot of responsibility that comes with bringing Rolling Stone to South Africa. The downside is that there were some people who were expecting a watered-down version, who I think will be very pleasantly surprised.
Engaging
"On the upside," says Gardner, "there are people literally jumping up and down with glee at the prospect of being able to give SA music and culture the type of engaging treatment they'd get from a US Rolling Stone."
Keylock is unapologetically optimistic about Rolling Stone's impact on the local scene. "Our local content is completely marginalised, and RS has an opportunity to make a difference. Our mantra has been 'let's not get bogged down in NOT making it happen. Let's make it happen and do what's necessary to make it happen.'"
Rolling Stone is currently published in 15 territories across the globe. A local teaser website is currently live.
The legendary magazine brand made its presence known at the Rocking the Daisies festival this past weekend, with little clues scattered around the fest.
The US version of the magazine, founded in 1967 by still-editor and publisher Jann Wenner and Ralph J Gleason, is considered an icon of pop culture reportage. The South African edition plans to continue in that tradition, according to SA Editor-in-Chief Miles Keylock.
"Why should we always be forced to see foreigners on the front of our magazines," he told Channel24. "We've got enough talent here that deserves respect and airtime. From a content point of view it's time to start respecting and celebrating our artists.
"Where can people talk meaningfully about music and current affairs? On Twitter, on blogs sure, but what kind of meaningful conversation can you actually be having (there)? For us it's about finding the right platform to kick-start these kinds of conversations. Rolling Stone is about in-depth, long-form journalism, which the publishing industry in SA seems to have had a love-hate relationship with in recent years."
Local vs International
On the question of what content balance will be struck between international and local content, the plan seems to be quite clear.
"We're starting off with at least half the magazine given to local content,” says Keylock. “We want to kick-start a culture of home-grown journalism – we don't want our writers to waste their time regurgitating stories that may or may not have any resonance in South Africa."
The local element will go alongside handpicked international content, according to Creative Director Georgia Gardner. "But it will all be seamless – the same level of production values. And the South African artists would also get the same treatment visually."
"There's a lot of responsibility that comes with bringing Rolling Stone to South Africa. The downside is that there were some people who were expecting a watered-down version, who I think will be very pleasantly surprised.
Engaging
"On the upside," says Gardner, "there are people literally jumping up and down with glee at the prospect of being able to give SA music and culture the type of engaging treatment they'd get from a US Rolling Stone."
Keylock is unapologetically optimistic about Rolling Stone's impact on the local scene. "Our local content is completely marginalised, and RS has an opportunity to make a difference. Our mantra has been 'let's not get bogged down in NOT making it happen. Let's make it happen and do what's necessary to make it happen.'"
Rolling Stone is currently published in 15 territories across the globe. A local teaser website is currently live.
