2 minutes with: Andrew Harrison, editor, Mixmag

Monthly clubbers’ bible Mixmag was bought by Development Hell at the end of last year. What’s changing?

We got sidetracked in trance and hard house, which is a bit of a ghetto. Dance music has much broader appeal – artists such as Madonna and The Scissor Sisters have shown that it is central to music. Rather than being like a cult, we want to be welcoming and aspirational. From the May issue, Mixmag will be bound, rather than stitched, with better-quality paper – a magazine that lands with a thud on the coffee table.

What else is new?
Dance music is a stylish world, so – by introducing ten sexy, luxurious fashion pages – we're moving closer to where The Face used to be.

How will that sit with the hardcore dance music brigade?
It's all a part of broadening the magazine's appeal, adding listings for a range of genres, including urban, experimental and even rock – some bands, such as HardFi, are very much dance music property.

What else will you cover?
We are looking for more quirky events to review and, after the change in licensing laws, will cover bars too. It's all about exciting, aspirational activities, rather than going on about drugs. Clubbing is a glamorous, colourful activity, and going on about drugs can seem a bit grubby. We would still cover the topic if it had news value, but in a mature way – not repeating the things that have already been said.

How can PROs help?
Nick Stevenson edits the front section and that's been greatly expanded, with pages including travel, technology and events. When it comes to music and profiling DJs, we tend to source content ourselves,  but we will always give ideas a fair hearing. We are extremely interested in hearing from fashion PROs.

Have you registered with us yet?

Register now to enjoy more articles and free email bulletins

Register
Already registered?
Sign in