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Sebastian Gladstone: Even if you have immense talent and drive, breaking into the institutionalized art world is challenging, especially if you don't know the right people. With FOUNDATIONS, we want to offer exposure to people regardless of who they know.What sets your print publication from the crop of other downtown arts and culture publications that seem to appear out of the abyss each year?
One of the biggest differences is our design. It's hopefully minimal to the point where all you notice is the art, similar to the design of a good gallery. We have a mission and very focused idea of what we are trying to say. We cover a very specific part of the art world, and don't delve into fashion, music, or culture. Also, we aren't a news organization, and we stay out of the "art-market" side of things, so we are able to run on our own pace.Marcella Zimmermann: That said, we are excited by the resurgence of niche publishing. I want there to be as many magazines about young artists as there are about vintage cars.
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Gladstone: The foundation is the first thing that is built, but also the strongest part of a structure. That's what we want to be for artists, writers, and curators—we showcase the beginnings of careers and projects, essentially the foundation they will build on.Zimmermann: Those ideas can come in the form of a performance at our magazine release like we did during the New York Art Book Fair over the weekend, or a special edition we release under our imprint like we did for MOCA earlier this year, or special event. For our Los Angeles release next month, we're doing a party with #LivingRoomToday, a collective of DJs, artists, and performers on the internet who gather IRL to produce monthly events.
Gladstone: Foundations utilizes the print medium to present projects that have to be realized IRL. In our latest issue, there are conceptual ads that very well could be real products, but aren't, and you don't exactly know what is real and what isn't when you flip through the magazine.For the new issue we really wanted to push the potential of the printed medium, and artist Carly Mark wanted to do this piece on her grandmother Florine, who was very influential in her upbringing. Another big theme was examining the way fashion editorials are presented, and how they shape the people we look up to.We sent photographer Katie McCurdy with Carly to shoot an editorial of Florine, and turned her into the cover star of the magazine. Florine's story is interesting in itself. [She's] very much a person [for whom] the American dream of working hard and succeeding is a reality. Carly wanted to tell that story in a way that young people could relate to, and so turned her grandmother into a star.
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We filter through tons of artists, galleries, etc., and eventually a list is created that we all agree fits with what the issue is talking about. With this issue, we were looking for art that cannot be categorized so simply as "abstract art" or "post-internet." For example, Jessi Reaves makes art that looks like furniture or is furniture. It's really impossible to categorize it as one thing, which I think is great, and takes a lot of courage to create.Who would be your ideal feature or subject? And on the contrary, who's someone we'd never see in this mag?
I don't know if we have an ideal subject in the literal sense, but essentially with our subject matter we are looking to expose ideas and movements that have not hit the mainstream yet. I really like the idea of young people finding new ways to talk about old subjects, such as in our new issue Alexander Schulan talks about Sturtevant's retrospective.How has the mag evolved since issue one? What are you doing better now?
The biggest thing was learning how to make a magazine —none of us had ever done anything like this before. I did the first issue completely on my own and learned everything from basic layout to how to build a website. But now thanks to the Foundations team, we have a good system for copy-editing, organizing content, design, etc. When I started the mag, I was really just winging everything. But now I feel like we really know who we are speaking to, what we are speaking about, and where we are trying to go.
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Gladstone: Going on what you said about all the other magazines out there; how many sources do you need covering the same shows in Chelsea? We don't have the viewership to compete with magazines that cover those events, but also don't want to. We want to show what everyone else isn't showing, but also what they don't even know exists.Follow Zach on Twitter.You can buy copies of Foundations issue three and read some articles from past issues here.