Us of America
Us of America
editor
Us of America magazine - the biannual journal of culture and style - was a collaboration between a fashion photographer and the publishers of Billionaire magazine. The publication was positioned as an art title showcasing the best photography from the USA with the aim of being a "collectible artefact with integrity". I was hired to get the project off the ground, editorial into shape and the launch issue onto shelves in high end outlets across America and Europe.
In a fiercely competitive market, finding fresh ideas was vital to getting reader cut-through and ultimately securing advertising investment. I worked to unearth unusual content ideas for written features and the best writers to contribute. Social media was used to amplify content, driving readers to a web portal featuring short, provocative pieces, which then showcased the print issue.
The first issue featured exclusively-commissioned photographic shoots from Magnum photographers Larry Fink and Bruce Gilden. Brad Elterman, Martin Parr, Platon and Joseph Szabo also contributed work.
It was the publisher's mission to have written features add extra context to the stories and themes brought by photographic contributors. I researched and commissioned numerous pieces, including an exclusive on an historical Miami-based image library; a profile of a man fighting for social justice whilst simultaneously running a fight club, and a retired judge changing the lives of California's pickers.
As editor, I also wrote features for the print and digital issue. My work led me to develop a feature with an ex-con sharing narco tales from across the sunshine state; I interviewed "denim miners" in the dustbowl and talked to a seasoned skip tracer about how to "disappear". (See links to these features below).
Us of America launched into Barnes & Noble country-wide, art gallery stores, plus high-end book sellers across the USA and Europe. It was accompanied by a digital magazine with a photography blog and a social media campaign. Dua Lipa was secured as a cover for the second issue of the magazine.
features
Two guys make major dollars "mining" denim in the dustbowl - read their story here...
Ever wanted to run away from your life? I met a man who can make it happen, read about him here...
Wilmington, DE, earned the moniker "Murder Town", I spoke to a local man to find out more...