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               ©  2022 NEW GODS LLC 

we are heritage

About the project

Client: Basic B

Year: 2023

Black magazines have long provided a space for representation and dialogue on topics of race, culture, and politics, and they have been an integral part of black communities for decades. From the Harlem Renaissance to the Civil Rights Movement, these publications have served as a lifeline to the wider black community and created a sense of pride and unity. This unique role has made black magazines a powerful tool for brands looking to build relationships with black consumers. These magazines have been a key source of information, entertainment, and cultural influence for decades, and their importance has only grown in recent years. This first issue of We Are Heritage, features work by photographers, Phil Knot, Benjamin Oliver, Sandro Sadano, Lola X, and Jamie Rose.

There are compelling business reasons why brands should engage with black magazines that have a combination of style, art, and culture. Firstly, black spending power is significant and continues to grow. According to a Nielsen report, black consumers' buying power is expected to reach $1.8 trillion by 2024. This means that black consumers have significant purchasing power and represent a valuable demographic for brands to target. Secondly, black cultural power and influence cannot be ignored. Black culture has a significant impact on popular culture, particularly in areas such as music, fashion, and entertainment. Black magazines that focus on style, art, and culture are often at the forefront of this influence, serving as tastemakers and trendsetters for both black and non-black audiences. Thirdly, black style has a cache that extends beyond the black community. Many non-black individuals are drawn to black style, particularly in areas such as fashion and music. This means that engaging with black magazines that focus on style, art, and culture can help brands reach a broader audience, including non-black consumers who are interested in black culture. Finally, black magazines that focus on style, art, and culture often provide a unique perspective that is not found in mainstream publications. This can be particularly valuable for brands that are looking to connect with diverse audiences and demonstrate a commitment to inclusivity and diversity. Engaging with black magazines can be a smart move for brands looking to reach diverse audiences, tap into black spending power and cultural influence, and stay ahead of emerging trends in popular culture.

Style story inspired by the Sukeban girl gangs of 70s Tokyo, the story also the draw's inspiration from the life of Japaneses / Black girls who are often ignored by the mainstream Japanese society.

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Styles stories feature unknown designers, vintage pieces and things that are timeless. Style stories combine a cultural narrative and style to promote conversation about issues that affect us all.

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We interview creatives OGs whose shoulders we stand on. They paved the way.  We highlight the new diverse voices being heard in art, culture and business.

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The Z Agency, founded in 1984 by Ziggi Golding. It was a groundbreaking model and talent agency. It was the face of the 80s, representing creative young people who happened to have a good look, or talent such as make up, styling, and photography. Z agency models were the face of many 80s campaigns and shows for many of the top designers of the day in Paris, Tokyo, London.

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The Veldt, are unique sonic pioneers from North Carolina who mix fuzz pedals, soul full vocals and a love of anime. Over 25yrs, they have created haunting soundscapes that defy what people think of as black music.

 We Are Heritage, is a truly representative, style, art and culture magazine. Featuring interviews with emerging creatives and those who paved the way. It is part of a new wave of inclusive visual representation and story telling. It will be accessible from any part of the world online, and also as a print to order deluxe edition.

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