RVA MAGAZINE
MEDIA KIT 20 13
Chemicals,” their “party like a rock star” attitude is obvious and consistent throughout the project. Inspired by psychedelic hangovers, wanton women and Daniel Quinn novels, they also attempt to reach beyond traditional hip-hop borders. Remaining true to their roots, Luggage keeps it simple, with choruses that bring their energy from the stage to the studio.
IVE USSEX, EXCLTHE THE DRUGS, THE RAP THE SHOCKING TRUTH
You don’t think you could have that kind of chemistry in something else, like a business venture that doesn’t have hip-hop or art? Ben: It could be anything, We know how to deal with each other’s bullshit. So at the end of the day, we’ve got a lot of that to deal with.
Ben: Probably less than a thousand people don’t have a day job because they rap. But how many people don’t have a day job because they create art? Thousands upon thousands. I think that makes it way harder to be a rapper than an artist.
M&M’s with the brown ones removed-ed.] What would be on your rider?
Kevin: But I guarantee it’s more fun being a rapper.
Kevin: ...but it’s not, you know.
news
Ben: You gotta do the brown M&M’s. I always heard that story as being a example of weird crazy kooky OCD rockstars…
news
news
“SEX, DRUGS, RAP” Is the secret to Luggage
Ben, you’re an artist. If you had to choose between drawing and rapping, what would you do?
THE BOHEMIAN RAP MC was getting too young for him. While most people run from the possibility of ever having to face failure, it’s refreshing to find a thirty-year-old rapper willing to go against the odds for one last hurrah, in hopes of making all dreams into reality. However, as the rap game grows older, so do the legends, and lets not forget that Jay-Z was nearly thirty before his career began to take off.
The term “RVA” has been around since the early 80s. It was originally a slang term used by punk rock kids to refer to the city’s artistic underground, where small clubs hosted a fertile culture that arose from downtown Richmond’s tough street life. As time went on, use of the term spread, and it became a badge of pride for local citizens who remained in their downtown neighborhoods even as the city became known for its high crime rate and ineffective government.
EXC
The 21st century brought with it many technological advances, including affordable consumer grade recording gear and exponential access to a global audience via the internet, all of which have led to sweeping changes within the hip-hop game. Luggage is among the names to emerge victorious from the chaos, and rightfully so. After almost three silent years, Kevin
‘Oxen’ Johnson and Ben ‘BenFM’ Bateman have returned with a seasoned sound and a hedonistic philosophy, quickly establishing themselves as the willing representatives for loud music, good times, and chemical consumption within the streets of RVA. Luggage is about to unleash both their most mature and most irresponsible record to date, appropriately titled Sex, Drugs and Rap.
LUS
Sex, Drugs and Rap is a lot of things, but one thing it’s not is convoluted. On the surface, it’s exactly what it claims to be. At its core, though, beneath the dope beats, clever ad-libs, and witty punchlines, there lives a testament to acquiring wisdom while never letting go of that reckless youthfulness we all have festering within us. It’s a voyage through the crowded streets, sold-out shows, and VIP sections that inhabit the minds of two madmen. The message is simple: live, love, laugh, and let go of those things that inhibit most of us from enjoying life day-to-day.
With production credits from notable producers such as Chadrach (Divine Profitz), Bobby LaBeat (Audio Ammo), and Loop Merchant, the rhythms are what ultimately set this record apart from the competition. Second only to the instrumentals are the themes. With standout lyrics like “We don’t have to do nothing but die, make rap, get high,” and song titles like “Listen To The
Kevin: Let’s take it to the beginning. In high school, this guy K-Boogie was one year above me, and he gave me a tape he had recorded, I guess on a boombox, with a beat playing. They were all jacked beats, but he put a little insert in the tape. It was like Hieroglyphics and Black Moon beats from back in the day. I remember thinking: this is the coolest shit. The only person in the school making rap music gave me a tape. From there, I was always rapping. Thought I was good at it. Tried graffiti a couple
IVE
RAPS RAPS RAPS
Ben: Damn, that’s like would you rather be blind or deaf? Do you believe that between art versus rhyme, one could be more lucrative than the other?
OXEN JOHNSON
IS HE CRAZY? MAYBE. Ben: There’s definitely equal opportunity in both of those worlds. You have people making millions of dollars on either [side]. Certain people who are good enough at what they do. Who wouldn’t want to be one of those people? Which of the two do you feel is more saturated with people? Which could you be more successful in? Ben: I guess with art, there is more of a market. If you want to make your living as a rapper--I mean, how many people do that? Kevin: We don’t even know how to do that.
Ben: You get to throw TVs in the swimming pools at hotels. Kevin: Led Zeppelin style. Every time we get a hotel, Zeppelin is mentioned. So speaking of that, you guys know about Van Halen and the brown M&M’s? [On their concert rider, Van Halen would always request a bowl of
HERMES
Ben: Because if you see brown M&M’s, then maybe my flamethrowers are pointed in the wrong direction too. It’s a test of how closely they can follow [directions], because you don’t know these people. You can just go into town and be like, “You better have all this shit done,” because some of it’s important. What kind of stuff do you throw in there? RVAmag.com | RVA Magazine No. 7 | 49
48 | RVA Magazine No. 7 | RVAmag.com
EXCLUSIVE MONSTER
BLOOMING SELF PORTRAIT
JEFF SOTO
In the eight years since we published our first issue, we have grown from a magazine into a full-fledged media company. The term “RVA” is everywhere now, having become synonymous with youth culture and progressive ideas in Richmond--even being adopted by a city government with a forward-looking, artistic agenda.
BY R ANTHONY HARRIS
RVAMAG.COM
MISSION STATEMENT
Of all the art world heavy hitters that came through RVA over the last few months, Jeff Soto just might be the heaviest. Initially inspired as a high-school student in the late 80s by pictures of New York subway art, Soto spent the 90s making a name for himself, both in his native California and around the world, with his graffiti and street murals. Ceasing to work with aerosol paint at the end of that decade, he moved into the world of illustration and fine art; mixing commercial work for Sony Music, Rockstar Games, and Disney, among many others, with gallery showings New York, LA, London, and Paris. Recently, though, at the height of his fame in the mainstream art world, he made his return to the world of spray paint murals after ten years away from the scene. It was this work that brought him to Richmond; participating in the RVA Street Art Festival, he contributed a large-format mural to the outdoor gallery that the Canal Walk has now become. We caught up with him while he was in town for that event, and he gave us his thoughts on the changes that have occurred in the street art scene over the past decade, and where he hopes to take his work in the future. How did you get involved with this project? Is this microphone going to catch us? Yeah, it’ll catch you. Are you going to transcribe this later? Yes. OK, so you can edit out the parts where I sound like an a-hole?
RVA is a magazine that documents the musical and artistic trends of Richmond, VA, and surrounding areas, and communicates them to our readership. Our goal is to spotlight the thriving culture of the Central Virginia region in a FREE full-size, full color format.
[Laughs] Of course, yeah. How did I get involved with this? Uh… Do you know Ed from way back? You know, I didn’t really know Ed. I knew of his work, and I guess I’ve seen it just from being
involved in mural painting. I kind of looked into that from time to time. But I’d never met him. He asked me to be a part of this, and it sounded pretty cool. I looked into the artists that he wanted to have involved in the show, and I was like, “Wow, this is a pretty cool, eccentric group. I would love to be a part of it.” There are some street writers, some actual pure muralists, it’s a combination of all kinds of stuff. It’s a good combination, and I think somehow it all goes together rather well. Maybe it’s because it’s all on the same walls. The styles couldn’t be more different. It’s like a really good gallery show or something, you know? Do you consider yourself a muralist first? No. I consider myself just an all-around artist/image maker. I have roots in graffiti [but] I’ve never considered myself a street artist. It’s been like 12 years or so since I’ve done the more traditional hip-hop graffiti. A few years ago I got this desire to paint big again. It was like going back to the graffiti roots. Some of the things I hated about graffiti in the day were the politics--what’s legit and what’s not legit. It was very anal, like, “Oh, you can’t use brushes, you have to just use cans.” Too many rules and regulations. There were also limitations, like we didn’t have access to all the different kinds of paint. We were still using Krylon, and I think there was a paint called Molotov. I don’t even know if they are still around. Was that something new, like Montana and Ironlak and all those? Yeah, [those] came out around when I was leaving the graffiti world. I thought [I was leaving] for good. At some point I realized that I really love
painting big. I wanted to get back into this, but I wanted to do it on my own terms. I don’t want to be attached to a crew; I don’t want any of that graffiti bullshit. I just want to paint what I want to paint. No dance-offs? No beatbox battles? That stuff’s cool but it’s not really me. OK. I took you more for a dancer. Oh really? Yeah, just from the outside looking in. No, I don’t have any moves at all [laughter]. I’m a music lover, but not a dancer, that’s for sure. I might rock out when I’m driving my car, you know, when no one can see me. I guess people would see me if I’m driving my car. “Look at that guy dancing! Let’s record it.” [Laughs] “That’s Jeff Soto! Put him on Youtube!” But anyway, so you find yourself wanting to go big again... I wanted to start painting big again. I wanted to start painting murals. There’s something really special about painting outside, as opposed to being in a studio. So I found myself in London in 2009, and I was hanging out with D*Face and Word To Mother, and they were like, “Hey are you going to paint any walls while you’re here?” I was like, “Maybe... Yeah, I’ll paint a wall.” My whole thing was [that] I didn’t want it to be graffiti, so I [didn’t] use spray paint at all. I painted three things, and it was all done with paint rollers and brushes. It was cool, but I realized I could have done that in half the time, or maybe even less. It’s messy mixing paint and all that, so I decided at some point to embrace spray paint again. With all the colors they have, and it’s kind of made to
“I CONSIDER MYSELF JUST AN ALL-AROUND ARTIST/ IMAGE MAKER. I HAVE ROOTS IN GRAFFITI [BUT] I’VE NEVER CONSIDERED MYSELF A STREET ARTIST.” 28
RVA MAGAZINE #9
MUSIC SOULPOWER
29
PHOTO: TREY HILL
Since our first issue in 2005, our award-winning design and intelligent editorial content has created a strong brand, which has become an institution for the young, creative professionals of the area. Our readers are working to change things for the better, and we are here to bring the community together through our print publication and our frequently updated, high-quality website, RVAmag.com.
BEN FM
Interview By Dan Anderson Photos By Thomas Fields
WHAT IS RVA?
By 2005, when we started our magazine, a new generation of artists and activists was growing within the city, drawn in by new economic opportunities and the expanding VCU campus. An upsurge in local projects required a central rallying point that could provide a voice and a platform for the emerging creative culture. The title “RVA” was a natural choice for our publication, as it both acknowledged what had come before and provided a starting point for a new community based around positive creativity.
I ran into Kevin several months ago at an RVA Magazine release party out in the front of Belly Timber Tavern. When I asked if he still rapped, his reply was a downcast “yeah.” He told me he felt like the scene
“ YOU GET TO THROW TVs IN THE SWIMMING POOLS AT HOTELS.” times, was horrible at it. I was surrounded by so many people that could do so much cool shit artistically. I had to pick out one thing that I could do, stand out, and be better than anyone else who tries to do it. The whole thing we’re doing now... the music is there, its almost second nature at this point. We know we can make dope music. That’s something that we don’t have to think about as much anymore. If it was just about music Ben and I wouldn’t be friends. Ben: [Laughs]
20 13 “There are towns where culture hits you in the face and towns where you have to dig for it. There are towns where creativity feels at home and towns where those with the least bit of it are making plans to leave. Between the haves and have nots, Richmond constantly straddles the fence. The town is full of historical baggage and political barriers but also a stubborn people who are striving – successfully – to nurture all things progressive, from art to music to craft and commerce. What Richmond needs is a media source that helps the diggers find what they’re looking for and makes the doers proud to call Richmond home. It needs to act as a symbol for where we are and where we’re heading. That source is RVA.” Rad Tollett, VP Senior Strategic Planner, The Martin Agency
S TEVE AOKI by Alex Rose
W
“
e all know that feeling. Watching something that you create blossom into something that is not only special, but is enjoyed and accepted by those closest to you. Human nature drives us to set goals and work to reach them. The factors involved with creating something great can vary, but in the end, we find ourselves constantly trying to put in motion our new ideas in the hopes that we can make something of them. Entrepreneurs are plentiful, but those who manage to bring several different markets and audiences together rank a little higher in my book. Steve Aoki, the son of a successful wrestler and restaurant entrepreneur, had his work cut out for him at an early age. He went to school and ultimately graduated with not one but two B.A.’s. He was applying for PhD programs when a chain of events and some very wise decisions landed him on a path to become one of the most recognizable figures in the dance industry today. As a successful touring DJ, producer, founder and promoter of Dim Mak Records, co-owner of a Korean BBQ restaurant, and magazine creator (to name a few), Aoki has been one of the most successful figures in the dance culture movement, taking place right under our
noses. I was able to sit down, albeit very briefly, with Mr. Aoki in the hopes that we could backtrack through his career and learn of his future aspirations. I was excited to sit alongside and talk to a man who, in the same breath, could say that he’d collaborated with Lady Gaga and helped start MSTRKRFT’s career. We’ll get to my little Q&A in a second, but first, I feel it is important to gain some insight into the party that took place the second my chat session ended. Coming back from one hell of a week at the Ultra Music Fest in Miami, Steve Aoki graced the Richmond stage for the first time at the Hat Factory on March 3. Steady, unique promotion had been hyping this event up for weeks, and as the evening began, the kids poured into the venue. After a delayed sound check, the music began and the floodgates opened. With opening sets by Mass FX and Richmond favorites Audio Ammo, the night was off to a great start. Midnight rolled around and, after a down-to-the-wire interview, Steve was set to grace the stage. This was my third time seeing Steve in one week, so I had an idea of what to expect, but no one was fully prepared for what was to come. The crowd erupted as Steve started into his set. Off the bat, his first track was a Tyler, the Creator song that I realized was the
same track that he had been looking for when I was chatting with him backstage. Soon after giving respect to Tyler and his newly-famous rap group Odd Future, Steve mixed into the tracks that we came to hear. With an impressive catalogue at his disposal, Steve Aoki favorites such as “I’m In The House” and “Wake Up Call” were quickly checked off our lists. Steve also unveiled some new productions that he had been working on, including a recent collaboration with Travis Barker. Before we knew it, Steve Aoki changed gears and we found ourselves being conducted in an a cappella rendition of Kid Cudi’s “Pursuit of Happiness.” As one of the more engaging live artists I have seen, his punk background shines through into his live set. If you have heard of Steve Aoki, you have heard of his stage dives. They have become synonymous with his live show, and he did not forget to pull this card out of his hat in Richmond. After several stage dives, the crowd was going nuts. Steve grabbed the microphone and got right in the crowd’s face, screaming and inciting them. Then came the champagne, another one of his favorites. As the music climaxed, so did the pressure inside of that poor champagne bottle. It relieved itself on the crowd, but the people were not mad. The
shower was expected. Stage dives, check. Champagne shower, check. All we needed was a few fires and overturned cars and we’d have ourselves a small riot. The end was nearing, and as 12th Planet’s “Hold On” remix ended the show, the crowd knew it was time to give it all they had. Everyone jumped to the music, at the same time helping Steve, lying on a pool raft, float atop a sea of hands. As the song ended and the lights came on, the crowd looked up at the stage, some with looks of utter confusion. Mr. Aoki began what would ultimately be his final track, a dance rendition of a familiar Lion King chant. We didn’t all know the words to it, but we screamed along as close as we could. The crowd went in for it one last time. Then the show was over, and Mr. Aoki was gracious enough to greet and take pictures with the fans who had worked their way onstage. After he’d signed autographs and taken pictures at his merchandise table, the Hat Factory closed its doors and the children were forced to return to their normal lives. After all, it was a school night.
1
RVA INSIGHTS
#
Printed issues since 2005. Over 300,000 magazines in circulation in and around Richmond, VA.
Print Circulation: 15,000+ RVA Issue Reads Online: 20,000+ Facebook: 8,000+ likes Twitter: 12,000+ followers Newsletter: 40,000+ subscribers
100%
We have enjoyed a 100% pickup rate for every issue the past 5 years.
RVA is a local music, street art, fashion, craft beer, foodie, design aware community.
1%
RVA Mag Weekly Newsletter highlights the top stories in Richmond’s musical and artistic communities, as well as events we are promoting and initiatives our partners are launching. With a reach of 40,000+ people, we bring in new readership for RVA Magazine and new viewers for your advertising. Reasonable pricing and detailed reporting make this an effective instant marketing tool for new ideas and boosting brand awareness.
9.64% = 193,931 OPENS 11.57% = 36,340 clicks www.RVAMAG.COM
44%
24%
41,322 subscribers* *as of December 31st, 2012
“RVA” is the official designation of Richmond, VA as of 2012. RVA Magazine is the top Google listing when searching for “RVA”.
AGE
RVA MAG NEWSLETTER
20%
4% 3%
2%
<17 18-24 25-34 35-44 45-54 55-64 65<
30,000+ per month
RVAMAG.COM is the ongoing conversation we have with our readers. Posts of local, regional, and national concern are made several times a day, all filtered through the lens of the Richmond aesthetic. RVA Magazine is presented in its entirety on RVAmag.com. The website also provides a forum for locals and expatriates to sound off about the good, bad, and ugly aspects of Richmond life.
+22.64% +16.77% +44.86% +127.35%
196,262 unique visitors in 2011 240,691 UNIQUE VISITORS in 2012 444,934 unique page views in 2011 519,547 UNIQUE PAGE VIEWS in 2012 GROWTH ON AVERAGE TIME SPENT oN RVAMAG.com GROWTH IN MOBILE VISITORS TO RVAmag.com
Visitors to RVAMag.com are from :
72.80%
Richmond-Petersburg VA
48% FEMALE 52% MALE
AVERAGE RVA READER: 30 MOSTLY betwEen 25-34
10.30%
Washington DC
5.23% New York, NY
11.67%
EVERYWHERE ELSE
NOTABLE RVA MAGAZINE EVENTS
2006
Carytown New Year’s EVE The start of a richmond tradition 7000+ Est. Attendance
2006-2013
Halloweek annual week long halloween party
2007
RVA Sponsored Events / Event Marketing
Carytown New Year’s EVE 25,000+ est. Attendance
2009-2011
RVALUTION PARTY sold out weekly dance party 1500+ est. attendance
2011
RVA MUSIC FESTIVAL outdoor shockoe bottom music festival 4500+ est. Attendance
2012
Each month, we at RVA Magazine run branded events in the city’s best known hangouts. Participating clients have seen a massive return on their investment thanks to our mutli-pronged approach to reaching the coveted hip crowds that can make your business a destination. When you co-brand your event with RVA Magazine, we will get the word out through our extensive social media network, our street team, and the RVA Mag Weekly Newsletter to ensure a smash every time. We work with the best of Richmond and create winning situations that work for everyone.
Also, we are not afraid to go BIG with our ideas. Carytown New Year’s, RVAlution, RVA Music Festival and The G40 Mural Project have all changed Richmond and were created or produced by the RVA Team. All have been high profile city-level events with a promotional reach that covered the Central Virginia region. If you are looking for an experienced events/promotions partner, we are always looking for new possiblities and brands to work with.
Art whino & RVA g40 MURAL project 2500+ original artworks 23 multi story outdoor murals 10,000+ est. attendance
2012
BEER FEST! local and regional craft beer festival 2500+ est. Attendance
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“We started working with RVA magazine the first chance we got and haven’t looked back since. From reintroducing our 20-year old company to incoming students to firmly establishing our image through print, video and new forms of media, they’ve led us down the right path and we’ve had a blast along the way.” Miles Quillen, Creative Director of Ellwood Thompson’s Local Market
“Working with the creative team at RVAmag has been one of the most empowering and creative accomplishments I’ve been part of in Richmond. Seeing the outpouring of art that has gestated in Richmond has been profound, and RVA has been the catalog of that underground art and recording of the aspirations of a 21st century creative culture.” Todd Raviotta, Natural Science Productions
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“CapitolMac has been proud to work with RVA over the past year. Their team has created and executed some fantastic creative [work] for us, and has always been proactive in brainstorming new ideas and marketing opportunities. As we opened a new location in Baltimore, they remained on top of tailoring our message to our new market, while at the same time keeping a consistent voice in Richmond.” Dheeraj Vasishta, Owner of Capitol Mac
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CONTACT R. ANTHONY HARRIS PUBLISHER 804.349.5890 TONY@RVAMAG.COM John Reinhold VICE PRESIDENT 276.732.3410 john@rvamag.com Dan AndersoN SALES MANAGER 804.355.8661 dan@rvamag.com