Manual has been a driving force in New Zealand skateboarding for over 20 years now. How have you seen the relationship between skaters and magazines change?
It’s funny, some things haven’t changed at all, but other things have changed completely.
Even with the rise of Social Media, magazines (or the printed medium in general) have continued to have a level of importance. With Manual, it was at times an annual thing, then three times a year, then quarterly. Now we publish twice a year. The magazine wasn’t ever a vehicle for publishing the latest thing. It was more about craft, curation and quality rather than volume or speed. Manual, in all its forms, is about celebrating skateboard culture, and we use many tools to do that, whether it’s print, social or an event. Each one works in harmony with the other.
We give a lot of magazines out to skate schools. It’s crazy, some of the kids have never seen a magazine before. And they trip when their coaches are the ones featured in the magazine.
I’m really keen to promote something that’s not digital to young people, we spend enough time staring at screens. I believe there’s a lot of value in focusing your attention on something special without the distractions that you get online.
Our goal is to elevate the epic stuff that happens in our culture. To inspire people. There’s a special place for print in doing that – it’s really vivid and permanent. It also gives you something to put on your bedroom wall. But people still want the latest video 10 seconds after it comes out. You gotta share that with people as well.
Social Media has changed how skaters interact with media. What effect do think this has had on skateboarding?
My favourite thing about social media is how skateboarders, brands or anyone with a voice or message can create a narrative and following around themselves or their ideas. There’s both a purity and a pretension about that, so you have to be selective about what you consume. It’s weird, though, as a skateboarder could now be world-famous without sponsorship from a board company. In some ways, that’s totally rad. But one of the things I love is how things like board companies and their teams create a community and a curation of attitude, values and great skateboarding. It’s the same thing that we try to do with Manual. The excitement of knowing that these particular things were chosen to be together in a certain way. It’s like watching an Antihero clip or something Deco, Pass~Port of Def put out. You know what you’re about to get, and you are looking forward to that. It cuts through the noise a little.
What advice would you give to skaters that want to pursue a career in the skateboard industry?
Make good relationships. Be honest. If you don’t know something, ask someone who might know a lot about that thing or subject to help you or give you advice. Don’t expect to get free stuff, be sponsored, go pro or be selected for the Olympics just because you can skate your local park real good. If you do get given an opportunity, find a way to show how much you appreciate it. NZ is small, our industry is smaller. Find a place in it that you enjoy and create an opportunity for yourself. If people like what you do, they will respond. If you are stuck, ask for help.
Any final comments?
I feel really privileged to have been able to do what I’m doing for so long. Thank you to every person or company that’s supported Manual by reading it, buying one or placing an advertisement. The skateboarders, artists, writers, photographers, shops, distributors and brands in the magazine all make what we do possible. Show your support when you see them online, at your local spot or park or when you next purchase skateboarding gear or clothing.
