Scratch Magazine Goes XXL, Re-Launches in '07
After already winning a spot in the hearts of DJ's and producers, Scratch magazine will now be overseen by XXL editor-in chief Elliot Wilson and transformed into XXL Presents: Scratch.
Wilson, who has been at the helm of XXL for the past 7 years, will have an advisory role at Scratch, while also working on XXL. The two-and a half year old Scratch, which caters to the spin doctors and beat makers of hip-hop, is set to undergo a few changes, all while still keeping the magazine's core audience in mind.
"I am extremely excited to be given the responsibility to make Scratch magazine a more commercially successful publication while still maintaining its essence," Wilson said. "I respect what Scratch has accomplished in a short time but I know there's much more to achieve."
As his first official act as editorial director, Wilson has appointed former XXL senior online editor Brendan Frederick as the new editor-in chief of Scratch.
"We're taking XXL's savvy take on hip-hop one level deeper with the new Scratch," Frederick explained. "While XXL focuses on MC's personalities, Scratch will dissect the art of making music. Since the magazine already has a solid foundation with producers and DJ's, we're focusing on attracting the everyday hip-hop fan who wants to discover the blood, sweat and tears that goes into popular music's most innovative genre."
The first issue of XXL Presents: Scratch will be the March/April issue and will be available on newsstands on February 6.
Wilson, who has been at the helm of XXL for the past 7 years, will have an advisory role at Scratch, while also working on XXL. The two-and a half year old Scratch, which caters to the spin doctors and beat makers of hip-hop, is set to undergo a few changes, all while still keeping the magazine's core audience in mind.
"I am extremely excited to be given the responsibility to make Scratch magazine a more commercially successful publication while still maintaining its essence," Wilson said. "I respect what Scratch has accomplished in a short time but I know there's much more to achieve."
As his first official act as editorial director, Wilson has appointed former XXL senior online editor Brendan Frederick as the new editor-in chief of Scratch.
"We're taking XXL's savvy take on hip-hop one level deeper with the new Scratch," Frederick explained. "While XXL focuses on MC's personalities, Scratch will dissect the art of making music. Since the magazine already has a solid foundation with producers and DJ's, we're focusing on attracting the everyday hip-hop fan who wants to discover the blood, sweat and tears that goes into popular music's most innovative genre."
The first issue of XXL Presents: Scratch will be the March/April issue and will be available on newsstands on February 6.
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