mykromag x diane pernet.

As many of you may know, I myself and the others on the team are fucking busy with MYKROMAG. Hopefully, after a small delay, the magazine pops out, online for now, next month. Diane Pernet, like always, is one of the first to pay attention, and with Martin Kullik on her side, he asked me to do an interview.

For the whole thingy, included some preview images, peek: http://dianepernet.typepad.com/diane/2009/03/mykromag-interviewed.html



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Dear Diane and Shaded Viewers,

This new source of inspiration has been a long time coming. The emerging online magazine, MykroMag was officially established in the beginning of the year and will soon be accessible to the public. Founder and Editor-in-Chief Sonny Groo talks about the mykro universe, its special focus on mixing generations and the passion behind a good publication.


Kindly,

Martin Kullik




I AM A NEW CONCEPT. A CONCEPT WE BELIEVE IN. OBVIOUSLY.

I AM NOT A FASHION MAGAZINE.
I AM A SHOWCASE FOR TALENT, WHETHER THAT IS IN FASHION, ART OR MUSIC. OR COOKING. WHY NOT?

I AM NOT CREATED TO PROVIDE MY READERS WITH TOO MUCH INFORMATION.
I AM CREATED TO MAKE PEOPLE THINK, INVESTIGATE, RESEARCH AND DISCUSS MY FEATURED SUBJECTS. LESS CAN BE MORE, I CAN BE MORE.

I AM NOT LEAD BY PREDICTABILITY. I AM ABOUT THAT ONE SURPRISING EDGE OR DIFFERENT ANGLE. WE ALL LIKE A SURPRISE, DON’T WE?

I AM NOT ABOUT THE LATEST TRENDS AND MUST-HAVES. OR IT-GIRLS FOR THAT MATTER.
I AM ALL ABOUT INSPIRING, INTRIGUING, REAL PEOPLE, STORIES AND PROJECTS WE BELIEVE IN.

I AM NOT FOR SALE.
I AM EXCLUSIVELY SENT OUT TO A SELECTED NUMBER OF INSPIRING PEOPLE. DESIGNERS, BLOGGERS, BUYERS, PHOTOGRAPHERS, EDITORS, YOU NAME IT.

I AM NOT PRETENTIOUS.
I AM ALSO AVAILABLE ONLINE FOR ALL OTHER PEOPLE.

I AM AVAILABLE ONLINE FROM SPRING 2009. OR IN YOUR MAILBOX, IF YOU’RE LUCKY.




INTERVIEW WITH SONNY GROO:

- Dear Sonny.
Hello Martin!

- What are you up to?
Sleep. I just got back from Paris Fashion Week.

- Are you enjoying the landscape?
Which landscape? Outside my window I only see trees and flats.

- What have you been working on?
We've been quite busy with MykroMag and the stories/features for this upcoming season.

- How come you fell in love with fashion?
I have no idea. I can't remember not loving it or when the magic happened.

- What have been some of the best collaborations you have had?
For MykroMag we've been collaborating with many people. The best ones are the ones that still make me smile.

- Who would you really like to work with?
I would love to work with Helmut Newton or Salvador Dali and of course with Karl Lagerfeld, Karl Templer or Juergen Teller.

- With the constant feeling of over saturation in this branch, how do you manage?
I balance it. If you make things bigger, you also need to make other things smaller.

- Is it important for you to stimulate public opinion?
Very much. I think it's very important to push the limits of people.

- Regarding your new project, please describe the Mykro Mood.
Close collaborations with talented and creative people around the world. Especially since now-a-days the world is getting smaller and smaller through the power of Internet.

- What made you become interested in developing this project?
I love young talent. And you don't very often see them working for the big clients and media. Therefore I would love to show what we're capable of and who knows what will come out of that. It's not that I wanna broadcast the new generation, but I would like to see different generations working together!

- Which will be the use-ability?
Do whatever you want to with it. That's what we want you to.

- Expected and unexpected?
I expect other people, for example other editors to use some of the talent we show. And of course many unexpected things will happen. For example ABC News already called if they could film us during the cover shoot!

- In which way do you see it making statement?
Hopefully people get inspired by MykroMag. Also I hope people see the generations working together.

- You work in cooperation with an interesting amount of individuals. Which functions are attributed? What does each member contribute?
I choose the team very selectively as we need to take our self to the next level and not focus on one way only. So each member knows the MykroMag-vision and feeling, but gives their own edge to this.

- Paris Fashion Week, accompanied by your team, what did you worked on?
We're back now and it was one hectic and crazy week. But a brilliant one as well. We did the whole package from shows to showroom, interviews, talks, meetings, etc. Also pre-organising features we're doing this Summer. For example I'll be leaving to New York.

- Where do you collect your references?
Most people who are part of MykroMag I've met in person. Or got in touch with by Facebook or Myspace.

- How are you planning to upgrade and advance in numbers, dates and facts?
It's all about the power of Internet. For example, 12 selected bloggers will write about MykroMag next month. Together, they receive over 10 million readers a month and that's the start. We're also planning exhibitions, etc.

- Will you deal with advertising?
At the moment, as we also told those who are interested in advertising, we're not up for it yet. We would like to pay attention to a certain brand or client and do something crazy as a feature.

- What in your opinion makes a good Magazine?
I think a good magazine is one you can look at after a year and still find something interesting in there. Also I believe a good magazine is one that is made with love and you can always tell which ones are.

- Tell us your corkscrew?
It's not about left or right, big or small, black or white, it's about the balance. For example, we're doing the feminine menswear or giving a certain mainstream items a twist. Eye catching without screaming for attention. And in that way, we stand out.

- All the best for you and Mykro.
Merci. Dank je.



Thank you Martin, love you Diane. Keep an eye on MYKROMAG.com and MYKROMAG.com/BLOG, x