Nylon has made its return to print at the multi-day Coachella Valley Music and Arts Festival. Celebrities and festival attendees turn up for the party, photo ops and the newest edition of Nylon mag.
As Coachella’s day one festivities were ending on Friday – with Harry Styles bringing out the one and only Shania Twain for a duet of her 1997 song “You’re Still The One” – Coachella revellers flocked to the luscious grounds of the Buena Vista estate for NYLON House.
BDG’s Nylon House put on an extravagant private event for the affair, featuring a range of established and emerging DJs. The invite-only event hosted performers Peggy Gou, Layla Benitez, and Deroos – in celebration of Nylon Magazine’s print relaunch.
The Festivities
And what would a Coachella afterparty be without celebrities and influencers in attendance? NYLON’s latest cover star, Anitta, showed up with a large entourage, following her spectacular Coachella set. The guest list also included Emma Chamberlain, Jabari Banks, Role Model, Sabrina Carpenter, Bretman Rock, Gottmik, Violet Chachki, Gavin Leatherwood, and more.
Guests received illuminated, festival-ready looks at the e.l.f. Cosmetics Full Moon Beauty Bar, and be treated to custom cocktails.Free copies of NYLON’s newest edition were also handed out at the pop-up event.
This is the magazine’s first printed issue since its prior owner, Marc Luzatto ceased printing in 2017 due to the covid outbreak.
“Our goal was to create this special-edition print issues for major cultural events,”
says Emma Rosenblum, chief content officer of owner Bustle Digital Group’s lifestyle arm, encompassing Bustle, Romper, Elite Daily, The Zoe Report and NYLON. “Coachella was this natural fit for Nylon and the audience there and so we conceived this music print issue completely around the Coachella lineup.”
Jason Wagenheim, chief revenue officer and president of BDG, explains that, “We’ll do half a dozen events like this over the course of the year, but next year, I expect us to do more than a dozen.”
Print – A Dying Artform?
An increasing number of organisations are approaching print as special editions, to complement their digital offerings. This is rather providing a product that needs to be delivered on a monthly basis, according to WWD.
Does this indicate that print media is a dying art form? Maybe not. According to Global News Wire, the global print media market predicts to grow at a compound annual growth rate (CAGR) of 4.8 per cent from $305.44 billion in 2021 to $320.07 billion in 2022; representing a total market value of $320.07 billion.
This expansion is mainly due to companies reorganising their operations and recovering from the COVID-19 impact. One good thing that came from the pandemic? A new standard of normal. This could be good news for the print industry.
Whilst consumers spent more time at home, they were more reliant on digital sources of information. However, that same reliance has heightened our scepticism of social media, as well as its proclivity for spreading false information and misinformation.
The Rise of Social Media
Even the most prestigious fashion journals are changing, with all of them reporting a decrease in circulation over recent years.
What’s changed? Well, the newspaper and magazine sector is experiencing growth due to the rise of social media. This is in addition to the growing amount of valuable consumer data.
How do industry insiders think this year will unfold? Print Power predicts that more awareness of print media towards brands and agencies will increase the importance of print in the mix.
The main message to take away? To trust in print, whilst actively embracing change.
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