Color Magazine has been flipping the script of what a skate magazine is "supposed" to be since its humble beginnings years ago, and they're still pushing the boundaries today. Sandro Grison, founder of the magazine, gave us his thoughts on everything from corporate advertising to being called out by Heath Kirchart. Read on....
[continued from part one]
Color is just as relevant to a skater in Europe or Australia as it is in Canada. Are there any challenges from running this type of magazine from Canada when every other (and almost everything in general) seems to be based out of California?
The trouble is that there's only so much of a market in Canada. I had a pet turtle when I was a kid and he didn't grow much in ten years because his tank was small and that's how it works. But when I decided to get a bigger tank he doubled in size in just a year! So in talking about magazines again [laughs], it's a little heartbreaking to me knowing that there's an eager audience abroad who really dig the mag, but can't get it. So we're working on resolving that problem right now.
Mark Appleyard cover: Color vol.6 issue 2, Ryan Allan photo c.2008
Five other magazines you browse on a regular bases?
I read my girlfriend's subscription to Wallpaper just about every time it comes in and we get all the skate mags here [at the office] too, but in thinking about magazines I browse on a regular basis, it's always changing. I am an avid magazine collector, but there are not many I buy more than once a year. I enjoy looking at different magazines for their content, so I guess I look for new ones for that reason. It's been a while since I was hooked on any one in particular.
If you don't look to other skate magazines for ideas, inspiration, etc., where do you go?
I look at record album sleeves. I have a pretty good collection that's been 60% hand-me-downs and 40% picked up from garage sales and flea markets. All the other magazines give me a lot of inspiration, but the most inspiration comes from life and just being awake to what's happening. I get a kick out of my commute through the downtown east side of Vancouver each morning, or randoms riding the bus. Lots of old Chinese dudes wear the wildest gear. Like track jacket and cargo pants rolled up and a flipped up/twisted trucker hat-and they have no idea that they're fashionable or that what they have on is totally funky. Today I saw this tall, lean old man strolling down the street with perfect posture, and not stumbling at all which is really rare for a round here. He was wearing the sickest blazer and shoes and had a huge white beard, eye patch and black beanie. It was badass!
Color isn't afraid to throw a party. Be it a mag release or what-have-you. Tell us a memorable story from one of these nights.
I remember being thrown out of my own party. It was the first issue release during Slam City Jam in 03. I just remember the buzz of it all. I was playing host to a lot of my heroes and although it was partly by default because it was during that weekend when people were looking to party, it felt pretty awesome. I just remember stopping during the day to laugh at how ghetto I was. That day I was scheduled to work at my then-job at Westbeach Skate Shop, but the shipment of magazines had arrived so it didn't seem to matter much. It didn't seem to matter that I needed to be in about 6 different places at once; I didn't own a cell phone, I didn't have a car and I didn't even have a watch to know what time it was. I'd love to say that a lot has changed. I remember one party we had Triple H (WWE wrestler) roll through, that was pretty sick too. I tend to black out when I've been drinking too much so I'm probably not the best one to tell stories.
*I have an audio recording of an interview I tried to get with Heath Kirchart at the Emerica video premiere in 2002. He called me out as not being a skater because I was wearing an NBA hat. Now obviously I know who he is, but I was pissed that he would pass judgment on me, denouncing my legitimacy especially while he sat there wearing an LA Kings hat.
Old friends from Kelowna, Color supporters since day one, Ryan Smith and photographer Kyle Shura c.2008
Color has done many sick events, contests, shows, etc. with brands but one that has really taken off is the Rolling Perspective show. Can you brief everyone in to how it started, where it is, and where it's going?
I could talk about this for a long-ass time but let me keep this brief because reading long amounts of text online sucks. When I used to get transparencies sent, the photographer would send the full sheet stapled to a contact sheet. So sometimes there would be private photos on there or something that had nothing to do with the shot they were submitting. Time and time again I'd see this shot of the photographer's feet as they roll down the street on their board. It's a shot I've taken myself and I've seen over and over again, but it's something kind of personal and not really intended for public display. Or why would anyone be interested in that shot, right? I wanted to collect these photos from friends and contributors to the magazine so I put a call out. It was overwhelming the response I got back and the show just kind of took form with little effort. It's truly a group effort and I'm really proud of it. I'm publishing a book of the photos and there's been talk of expanding the tour to the States and then Europe.
What about skate Websites in general? One's that are more of just an on-line magazine?
I think there's some really cool things happening out there, but we're all still missing the mark. The web and the way people think about "a home page" is going to look a lot different. Not that I know the answer yet either, but I'm working on it.
Did the print death of SLAP have any affect on you regarding the future viability of print media?
No, not at all. I'm just guessing, but I think High Speed just realized they didn't need SLAP and Thrasher so they let each one do what they do best. Print isn't slowing down at all. It's always been ridiculously expensive to print and ship, but at least printing is getting to be a little bit more affordable with the advances in technology over the past 3 years. So yeah, we're going to see more magazines go the route of SLAP, but that just brings even more value to print. In a world where information is literally at our fingertips at all times, print serves as a little holiday for our eyes to gaze upon real-life letter forms and high resolution art editions. It's going to be sweet.
Do you see the Color website becoming more of a focus in the next few years?
Yes, definitely. It's basically a blog right now and people dig it. We're building on that, working on some new projects from the Fourcorner camp that will solidify us as a media network and not just diehard print-junkies. I'm really focused on exploring how web and print can work together. As with skateboarding, it's all about finesse.
Anything you'd like to blow some steam off on? Skating, industry, brands, etc? Speak your mind...
I'm at peace, thanks.
Sandro Grison, smith grind, Jay Revelle photo c.2007
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Related:
Media Relations w/ Sandro Grison of Color Magazine (Part 1)