Part I: Interview with CJ Tyson, Board of Advisors to the magazine, and professional dancer.
Part 2: Critical Review of Movmnt magazine (issue 1 and issue 2) to be published later this week.
Magazine's MySpace Web page located at www.myspace.com/movmnt
I recently sat down (virtually) and had an email interview with CJ, who is on the Board of Advisors for Movmnt magazine. Movmnt is a new magazine targeted first at the dance world, but more expansively aims to strike a chord with the MySpace generation. It seeks a more mature look at dance as well as integrating that experience into other forms of culture, fashion, music, art and urban lifestyle issues.
(Minor grammatical changes only to content.)
Question (Q): Hi C.J. For starters, what name do you go by?
Answer (A): C.J. stands for Craig Jr. hahaha, for the longest time I was wondering who Casey was, ah well! But for reference I go by CJ Tyson.
(For some strange reason, I had mistakenly got it into my head that CJ stood for Casey and referred to CJ by that name in a preliminary email….my apologies for the brain hiccup.)
Q: What is your role at the magazine?
A: Board of Advisors is my job description, so my role is mainly on the creative process side. The magazine targets people just like myself, who seek a magazine that has interest in fashion, dance, music, and society issues that effect my generation in my field of work, being an artist. So for a magazine, its helpful to have part of your demographic be part of your creative/advisory process. Kind of going by the saying, "If you want something done right, you might as well do it yourself." I give input every now and then, whether I read an article that I believe represents Movmnt in many aspects from having a great impact on people like myself all the way to a fierce ad that I think should be in Movmnt, just for the statement that it (it being articles, photography, bands, musicians, clothes for shoots etc.) conveys.
Q: The magazine was founded when? And by whom exactly? Is it actually a subset (funded) endeavor by a bigger publishing company?
A: The concept of the magazine was conceived entirely by the two founders, David Benaym and Danny Tidwell. Brainstorming for the project began around August of 2005. The first issue then released on June 19th, 2006. Funding for the magazine comes mainly from David Benaym himself and from the advertisements we receive for Movmnt. This project is a result of many other publishing projects David has taken part of.
Q: What is the overarching goal of the magazine? I know you want to fill a niche, but if you had to explain it in simple terms to people that didn't understand dance, the dance world or things like that (average Janes and Joes), then what would you say?
A: For the average Joe Shmoe, Movmnt is for the artist who represent the "Myspace Generation". In this day in age, technology is creeping its way into every aspect of our lives. Movmnt is just a textual form of information for our lifestyles. "Keeping with the Jones", gets kind of overwhelming and for sanity sake, sometimes you just need a magazine to read. A fierce one! To have a magazine that has everything from amazing photography taken by Dane Shitagi, to events and lifestyles of people across the globe in China, to where the competition circuit is headed, to amazing new music from unknowns and up and comings that should be in your IPod. It's so freakin' convenient.
Q: What is your background? (I don't mean "you were born in a log cabin on a dark and stormy night to Mabel and Howard..." I mean, your dance background, your motivations in dance personally and your motivations in being involved with this magazine.)
A: I started my technical training in the 9th grade, so how old is that?...14. I spent 3 years in a studio that taught
me the basics, but not until I began my training at Denise Wall's Dance Energy, that I realized that I could do this as a career. Of course, there is a huge majority of people who want this lifestyle as a career, but it takes a lot. Dance Energy gives you all you need and then some. I can honestly say it's one of the best dance schools this nation has. Denise Wall's approach to her students is like no other, she trains your body, by training the mind first. I mean, that's where it all starts anyways, might as well, nip it in the butt and start where it counts, then go from there. The influences and opportunities that were given to me through her school fuel my desire for this beautiful art form everyday! Danny Tidwell is also from this school. I can't speak for him, but I'm pretty accurate when I say he has had the same experience. So from that, to all we have encountered in our careers, why not give that same influence to a magazine that is all about moving forward, moving correctly, moving period. And that's just our branch of the magazine. There are many others who are a part of this project that have the same "oomph" as us, that wish to move this generation with knowledge that surpasses all other dance magazines on the market now. We all know we can dance, we want more. What are the seasoning to a great dancer? A dancer is just as human as the rest. Everything from what we wear, what's going on in the world, to what we hear is an important part of what makes us who we are.
Q: What are your goals for the future (professional goals, I don't delve into people's private lives...) Your personal goals? Your goals with dance? Your goals with the magazine? Other goals long-term?
A: Good question. Ultimately, I want to be a recording artist. My passion isn't just in dancing. It's performing, period. I also went to an
Q: How deeply are you involved in the magazine? Roles? Day by day? Featured artist?
A: It varies. I can do anything from just go see a concert with Lauren Adams, our Senior Musical Editor, to see if they represent Movmnt, to giving my input on the cover or the layout, or just randomly shooting out ideas for upcoming photo-shoots.
Q: What is the magazine's current circulation (rough estimates, but not too rough...i.e. don't claim a million if it's only 50 people. I know the media kit says 20,000.) Has the circulation been growing? (i.e. How's it going? Getting better, worse, about the same/flat?)
A: The circulation is roughly now around 22, 000. It's steadily getting better. Like any other business, it will take some time before we know the exact direction the magazine is going. But so far, so good...really good! David can answer that one a bit more accurately than me =-)
Q: What are the long-term goals of the magazine?
A: Ohhh, I think this is a David question. I could tell you where I would like the magazine to go though. It would be nice to have Movmnt in every living room, dance studio lobby, coffee shop, and newsstand readily available to be picked up by a curious artist who wants more out of a dance magazine. There is a lot of negative connotations with saying "dance magazine."
Nowadays pretty much all they offer is where the next trophy can be won, to which costume to rhinestone, to what should be in a ballet dancers dance bag. WE KNOW ALREADY! WE'RE OVER IT, WE WANT MORE! Movmnt is the spice needed to make a beautiful/smart ARTIST. It also gives appreciation to art, which is very important to this generation.
Q: What are you most excited about in regards to this magazine? Or a particular issue? What are you most proud of in regards to the magazine or any particular issue?
A: What excites me the most is just knowing that we now have a duty to represent these art-forms in their truest form and be an influential part of this generation. We will and are representatives of this art-form, why not nurture us with a magazine that provides insight on all aspects of dance; the art. It's great, for me, to know that I am contributing to this lifestyle that I enjoy so much; giving back what it gave me. And nothing beats the feeling you get when you walk into a bookshop, magazine store, or newsstand, ask for Movmnt, and the person knows exactly what your talking about, leaves your site, and comes back with a magazine in his hands that you helped cultivate. Nothing like it.
Q: How many people work for the magazine (directly, freelancers, volunteers, etc.) (I'm trying to get a feel for the work environment here, big office, small office, back office, smoky room above a bar with piles of papers everywhere, home office based...)
A: It's pretty small at the moment actually. The magazine's center is actually in David's apartment. His office is there, with his assistant, Rami Ramirez adjacent to him, with their intern, Jillian Laub right behind. Usually meetings and interviews with potential photographers interviewees and other business events happen right in his living-room. Movmnt hopes to soon be moving into its own office space in the near future. Aside from the office employees, everyone contributes their free time and talent to help Movmnt, including myself.
Q: Past issues have included what famous people ….and future/upcoming issues are expecting to have what known people? Are they known beyond the world of dance?
A: In the dance world, many of the people in Movmnt have great influence. Movmnt's first issue had Desmond Richardson on its cover. He is an influential dance icon who danced for American icons such as Michael Jackson and Madonna. Was the first African American to be a principal dancer at the American Ballet Theatre, and graced the stage in shows such as Movin Out, Othello, and Fosse. Of course everyone is familiar with the dance phenomenon of So You Think You Can Dance. The dance world is smaller than you think, so the panel of judges as well as some of the contestants were stars in our eyes before they became well known to the rest of the country. Citizen Cope, a respected music/ lyrical artist has graced the pages of Movmnt too, as well as many others. Well-knowns that we hope to have in Movmnt aren't really set, but we never turn down anyone who represents Movmnt. Movmnt is always welcome!
Q: Mia Michaels is listed as one of your columnists, correct? I know she is a choreographer, but who are the other columnists? What is their background/area of expertise (or the area that they are writing about, if it's not a match to their background, per se.)
A: All of our columnist write about the areas they know best. From Debbie Allen commenting on the "Science of Dance" and how dance is revealed through, "motion, force, energy, sound, light, and atoms, comes from deep within." (Debbie Allen pg. 26, 2nd paragraph), to Joe Lanteri, one of the most influential key components of making the competition circuit more than a trophy carnival, but a nurturing environment for young dancers.
Q: Who is your current customer/subscriber base (in general.) i.e. are they mainly dancers? Is the magazine mainly distributed through dance schools and dance studios. I know it's supposed to be on newsstands and B&N and Borders. But often magazines like this, niche markets, are distributed through niche markets (dance studios/schools and so forth.) So that's why I'm asking. (I've read the media kit, so I'm asking if this has changed over time, or rather what your personal impression are...)
A: Although dancers are a big portion of our market, our magazine is targeted for the hungry artist who searches for more in a dance magazine. A good portion of our subscribers are dance schools/studios. But for those who have moved on to finishing school, are beginning their careers, or well into their careers, Movmnt is available at any B&N in
Q: Where else do you have a net presence for the magazine (MySpace, the main website, anywhere else?)
A: We can be found in Complexions newsletter (Contemporary Dance Company in
Q: What have been the biggest issues and hurdles with launching this magazine?
A: Honestly, things have been running fairly smoothly. The only difficult spots we encounter are with our advertisers. At the beginning of every unknown magazine, it's a bit difficult to get the advertisements you want. Movmnt looks for ads that represent Movmnt. So getting the ads we want takes a bit of time and effort, but with each day it gets better and better, and that's all that counts.
Q: Was this magazine something that you ever intended to do? i.e. was it something you'd all been planning on for years, or was it sort of a surprise (this question also applies to any other individuals deeply involved with the magazine's creation and publishing.) Did you ever imagine you'd be involved in something like this?
A: Honestly, Movmnt just jumped into everyone's lap. None of us involved in the magazine ever thought we would be just that, involved in a magazine. Most of us are working dancers, choreographers, or have regular 9 to 5's. Danny Tidwell decided that it was past due for a bit more mature dance magazine. And with the publishing expertise of David Benaym, the two brainstormed this project and here we are today with 2 issues currently working on the 3rd! I had never imagined that I would be of any help to any magazine other than being on a cover!!
Q: So far, to the best of your knowledge (direct knowledge, letters, notes, verbal conversations) what has been the reception to this magazine by readers and critics? Has any of that feedback changed what you have been doing previously in regards to the magazine? Has any of it soured you on the experience, or just changed your views of the industry, the dance world or the magazine world? How?
A: So far, we have had positive feedback about Movmnt. It seemed that not only us, but a lot of others, thought that it was about time for a dance magazine that offered a little bit more than what is on the market now. Many have agreed that the mix and match of lifestyles Movmnt has to offer, is what they have been looking for. Of course, you get your occasional constructive criticism, which we always welcome, but we can't make everyone happy. So far though, so good. People have been very satisfied with what Movmnt provides and has to offer in the future. Listening to feedback always influences my role with the magazine. Me being part of Movmnt's target audience, I associate myself with people like myself who would read Movmnt. So when I get feedback from coworkers and friends, I take it back to the office and from there we put those issues into consideration and go from there. Being part of this project has just made my love, passion, and respect for this art form grow! More. I've learned so much more about this art, whether it be positive or negative, it's still something that I didn't know before. That's the soul purpose of Movmnt...to move forward from where I am now as a young person, as a young artist.
Thanks, CJ, for your time and hard work. Thanks also to Rami Ramirez, who made sure I got not just issue 2 and Moving Still (the book on dance that MySpace users can get as a bonus with a yearly subscription—while supplies last) but also made sure I got issue 1 so that this review could happen sooner rather than later—later as in four months from now. (As an aside, which I'll address more on Wednesday, die-hard Travis Wall fans would do well to get their subscription while supplies last of Moving Still. For twenty bucks total, it's a pretty good deal. Travis is one of the featured dancers in the book, along with CJ, Danny Tidwell (Travis Wall's brother) and several other outstanding dancers. All of them stripped down to almost bare essentials so that the beauty of their forms could be better captured by the photography. Something sure to make Travis fans very, very happy.) ;)
In a few days, I will post a critical review of the magazine (using issue 1 to issue 2 as content.) Not to worry, overall, it's positive. This magazine delivers on what is says—and it's getting better at that delivery in each issue.
Related articles:
Part TWO of this article: Critical Review of Movmnt Magazine
Serious articles: Review of So You Think You Can Dance LIVE Tour Premier (Seattle, WA) and Review including Denise Wall's Dance Energy and NYC Dance Alliance
Spoof (related) article (Travis Wall): Spoof humor article about whether Travis is a clone of famous Canadian actor, Gordon Michael Woolvett
This article may be copied in whole or in part, as long as fair use rules are observed, no parts are modified from the original and credit is given when quoted or reposted.
CG Anderson is a 10 year new media provocateur involved in media, art, technology and the online world. Also a writer, blogger and novelist. CG's comments are personal and opinionated and solely the responsibility of the author, so there. Don't like the opinions, disagree, agree, don't know? Great, make a comment—clean ones will be allowed, netiquette-challenged ones will be ignored!
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