The Spin Magazine Relaunch And How Bob Guccione Jr Aims To Reclaim Music Journalism

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TL;DR:

• Spin magazine, founded in 1985 by Bob Guccione Jr., is relaunching its print edition on August 29, 2024, with Guccione Jr. returning as editor.
• The relaunch aims to recapture Spin’s iconic voice and journalistic integrity while evolving for modern audiences through expanded multimedia offerings like a FAST streaming TV channel, record label, events, and memberships.
• Engaging younger generations is crucial, with Spin already growing its digital presence on platforms like Twitch and TikTok.
• If successful, Spin’s revival could inspire other legacy media brands and reignite a demand for long-form, high-quality music journalism.

The Resurrection of Spin: Bob Guccione Jr. Returns to Reinvent the Iconic Music Magazine

A revival of an iconic print magazine may seem like an unlikely gamble, but for Spin, the pioneering music brand from the 1980s, betting on a second life with its founder at the helm could be the key to regaining its former glory.

After abruptly killing its print edition in 2012, Spin drifted for years, changing owners and losing its once-distinctive voice as a champion of alternative music and counterculture. Now, the magazine is staging an improbable comeback, set to release its first print issue in over a decade on August 29th under the editorial leadership of none other than Bob Guccione Jr. – the visionary who started it all back in 1985.

Recapturing the Original Essence of Spin Magazine

For Guccione Jr., who sold the magazine in 1997, the opportunity to revive his creation is both a personal and professional mission. “Spin has to be the best it can be,” he told Axios. “I created this relaunch issue, so I want to make sure it has the tone and sharpness that I’m looking for.”

That unmistakable Spin tone – irreverent, uncompromising, and always ahead of the curve – was instrumental in shaping the alternative music culture of the 80s and 90s. From early covers featuring groundbreaking acts like Nirvana, R.E.M., Jane’s Addiction, Prince, and the Beastie Boys, to its in-depth reporting on underground scenes and fringe genres, Spin established itself as the voice of a generation disillusioned with the mainstream.

But beyond nostalgia, Guccione Jr. recognizes that for Spin to thrive in today’s world, it must strike a delicate balance between honoring its roots and evolving for a new era. “The only reason Spin should exist now is if we make it interesting enough for people to want to check it out,” he said in an interview with The Drum interview. “While there’s excellence out there, it’s only 1% of the volume. I want Spin to be in that 1%.”

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A Modern Multimedia Reinvention of Spin Magazine

To achieve that ambitious goal, Spin’s new owners at Next Management Partners have crafted a comprehensive strategy that extends far beyond the printed page. In addition to the quarterly print magazine, the brand is expanding into new areas, including:

• Spin TV: A free, ad-supported streaming channel (FAST) set to launch later this year, featuring live concerts, archival content, documentaries, and original shows.
• Spin Records: A record label division spotlighting emerging artists.
• Spin Labs: A music tech incubator fostering innovation in the industry.
• Spin Events: Live music experiences at major festivals like Coachella and SXSW.
• Spin Membership: An annual subscription offering exclusive content, merchandise, and event access.

“We’re bringing journalism back to music and culture,” says Next Management Partners CEO Jimmy Hutcheson. “Our intention is to be the greatest music magazine in the world, covering what matters most.”

Engaging a New Generation of Readers

While honoring Spin’s legacy is crucial, the brand’s long-term success hinges on its ability to captivate younger audiences. To that end, Spin has already made strides in expanding its digital presence, with a 25% year-over-year growth in social media following and collaborations with influencers on platforms like TikTok and Twitch.

“We live-streamed over 300 hours on Twitch last year, doing big interviews with artists like Deadmau5 and The Lumineers,” Hutcheson notes.

But it’s the print magazine, with Guccione Jr.’s curatorial vision, that could prove to be Spin’s most potent differentiator. The debut relaunch issue in August 2024 promises an eclectic mix of hard-hitting journalism, including an interview with an FBI fugitive, a photo essay described as “mind-blowing,” and a contribution from Jane’s Addiction bassist Eric Avery.

“We’re not going to get sucked into this vortex of the publicist controlling everything,” Guccione Jr. told The Drum. “We do not work for the record industry or the distributors. We work for the reader.”

Is Spin The Future of Music Journalism?

As Spin embarks on this ambitious print and brand relaunch, its success could have profound implications for the future of music journalism. In an era where digital platforms have disrupted traditional media models, the ability of a legacy brand to reinvent itself and thrive could inspire others to follow suit.

Music journalism sucks now. Most articles are nothing more than hot takes and listicles. But if Spin can effectively engage younger audiences while maintaining its journalistic integrity, it may pave the way for a resurgence of long-form, thought-provoking music coverage – a respite from the endless cycle of listicles and hot takes that often dominate online discourse.

For now, the spotlight is on Bob Guccione Jr. and his team to deliver on their ambitious promises. But if their passion and vision align, Spin’s resurrection could be more than just a nostalgic trip – it could be the start of a new era for music journalism itself.

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