Case Study: Tails Of…
The skateboard publishing landscape is a graveyard
The Mission
Half art, half skateboarding.
The content aims to be universal and timeless.
We probably won’t ever have the hot new tricks and riders.
Each issue of Tails Of will have a theme created by a photographer or artist.
This might make each issue feel very different.
This is all part of the plan.
Skateboarders come with a wide array of ideas, styles, and influences.
The goal is to showcase the diverse vantage points of our culture.
How It Gets Made
Build a network of like-minded skateboard creatives.
Focus on storytelling, not trends.
An amazing photo, story, or piece of art will forever draw in readers.
Work with creatives who have a clear point of view and deep subject knowledge.
Different is good–embrace it.
“Everyone has a plan until they get punched in the mouth” – Mike Tyson
Showcase the range of skateboarding talent.
Be intentional in choosing partners, collaborators, and content.
Issue #0: The Concept
Like the best comic books, the first issue was an experiment. Can we tell different skateboarding stories that move people? Collaborators included: Jai Tanju, Adam Crawford, Norma Ibarra, Rich Jacobs, Will Owens, Akira Yonekawa, Justin Santora, Shan Reddy, and more.
Once the first issue was done, the real fun began. Each issue gets a hand-cut belly band, polybag, stickers, and, if you opted for the premium subscription, a limited edition signed print. To keep the momentum going, we worked with the photographers and artists involved to create bonus prints. Stickers are always appreciated, so many versions were created.
Issue #1: The Grind Begins
For issue #1, I collaborated with artist Rich Jacobs, who came up with the concept of visual shapers (and the amazing cover art). The issue covers graphics, photography, zines, and much more. These pages included contributions and articles from J. Grant Brittain, Garry Scott Davis, Ed Templeton, Norma Ibarra, Hagop Najarian, Tod Swank, Christy Karacas, Sergej Vutuc, Mat O’Brien, Aaron Draplin, and more.
Issue #2: Finding The Groove
I took the reigns myself for issue 2. Outsiders started as an East Coast issue, but the theme opened up as the connections multiplied. This issue features Brian Ralph (cover art), Jim Goodrich, Bobby Puleo, Sam Cunningham, Jim Houser, the return of Wrench Pilot by Andy Jenkins, Jason Farrell, Fernando Menezes Jr., skateboarding dogs illustrated by Travis Milliard, and more.
Issue #3: Expanding The Mission
Issue 3, curated by photographer and skateboard book enthusiast Jai Tanju, attempts to cover every (we really tried) skateboard book ever published. It spawned a Skateboard Book Archive and includes photography, interviews, and stories with J. Grant Brittain, Greg Hunt, Dennis McGrath, Jason Arnold, Thomas Campbell, Ed Templeton, Aaron Frisby (cover art), Norma Ibarra, Garry Scott Davis, Russ Howell, Lucas Beaufort, Mark Whiteley, Jocko Weyland, and more.
Still Going…
Issue 4, Tails Of… Painting, curated by Eric Merrell, delivers a series of interviews with fine art painters who skate. The contributor list for this issue includes Joseph Hart, Ryan, Ed Templeton, Matt Curtius, Shelter Serra, Dave Aron, Rich Jacobs, Lia Halloran, Mike Perry, Kevin Christy, Ryan Bubnis, Dave the Chimp, Brian Lotti, Hannah Eddy, Justin Santora, Ben Horton, Andy Jenkins, and more.
Issue 5 was a collaboration with Dave Swift, the legendary lensman. He curated an amazing set of interviews with some of the best to ever snap a shutter. The contributor list for this issue includes Geoff Graham, Lance Dawes, Tobin Yelland, Mike O’Meally, Pete Thompson, Ryan Gee, Luke Ogden, Wig Worland, Ed Templeton, Adam Wallacavage, Wig Worland, Sean Cronan, J. Grant Brittain, and more.