So Young Magazine is celebrating its 10th anniversary in print in 2024, offering a publication full of fresh journalism and striking illustrations that feels beautiful to hold. The publication has attracted fans who share the passion for creating a tangible product, similar to the growth of vinyl, and bridging the gap between illustration and music. So Young’s founders, Sam Ford and Josh Whettingsteel, attribute their success to championing the best new bands from the underground up, harnessing the shared vision of a love for the emerging guitar scene, and the DIY brand’s support over the years.
Sam and Josh reflect on creating their passion project and the collective excitement that has turned So Young into a globally admired platform. Sam explains that the primary role of the magazine is to champion newer things as loudly as possible, emphasizing the importance of the cover story in raising awareness. The founders are proud to play a part in artists’ journeys and revisit bands they have previously featured when they feel the relationship is strong.
Illustration plays a significant role in So Young’s identity, where its DIY and cut-and-paste aesthetic is visually interesting and pragmatic when arranging shoots weren’t possible. By working with favorite illustrators from Sam and Josh’s course, So Young has developed a collaborative community of illustrators fueling the brand’s growth over the years.
The founders reminisce about how they began with Palma Violets at a live gig, which inspired them to create their fanzine, and how Splashh played a small part in inspiring the magazine’s title. Through ten years of hard work and dedication, Sam and Josh have stayed true to their initial vision. They remain passionate about creating a tangible product, bridging the gap between illustration and music, and inspiring people through So Young Magazine
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