- Paperback: 270 pages
- Publisher: True Agency (January 1, 2004)
- Language: English
- ISBN-10: 1576872181
- ISBN-13: 978-1576872185
- Product Dimensions: 9.4 x 6.6 x 0.8 inches
- Shipping Weight: 1.8 pounds
- Average Customer Review: 3.4 out of 5 stars See all reviews (5 customer reviews)
- Amazon Best Sellers Rank: #2,911,960 in Books (See Top 100 in Books)
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Transculturalism: How the World Is Coming Together
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About the Author
Claude Grunitzky, the Chairman and Editor-in-Chief of TRACE magazine, has unparalleled experience in pubishing a magazine and creating youth-oriented marketing programs on both sides of the Atlantic. TRACE magazine, based in New York City and printed in Italy, relies on satellite offices in London and Paris, as well as on a global network of first-rate writers and photographers for the production of a universally praised bimonthly lifestyle magazine which has become the hip cosmopolitan reader's bible of new ideas. TRACE fuses aggressive reporting, arresting visuals, and savvy promotion to support an editorial vision that is unafraid to question the most trendy breakthroughs in global youth culture. Last year, Grunitzky and his business partners completed a multimillion dollar financing led by the Goldman Sachs Group. As a result, the TRACE brand is now being leveraged globally across various magazine and television platforms, with various editions of TRACE around the world. In April 2002, Grunitzky and business partner Richard Wayner launched TRUE Agency, a specialized advertising and marketing shop partnered with Omnicom's TBWA\Chiat\Day, which became the African-American agency of record for Nissan in July 2002, with 2003 billings estimated at more than $22 million.
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Top customer reviews
Yet this book is still enjoyable if read for mostly entertainment purposes and not strictly as a cultural guide. It is still interesting to see so many emerging ideas of "cool" from around globe even if they were never actually considered "cool" by the masses.
Some of the foresights on who are going to be tomorrow's multicultural 'stars' were wrong, the movers and shakers they claimed to be taking over in the world of the arts still largely unknown and some of the features just, well, desperate. There are 'cutting edge' pieces on 'new' subcultures like 'The Aggressives' (Aka Lesbians) and 'Transmen' (Transexuals) as well as 'Space Invaders' (Graffiti artists) and at times it can be cringeworthy in its self indulgence, culminating in an hilariously egoic, insecure piece a director (Michael Power anybody!?) did about himself, encouraging friends to say what they loved and hated about him. There are some interesting moments; most of Claude Grunitzky's articles hold weight, especially the piece about French Hip Hop. Journalist Sara Elise Patterson provides a nice travelogue and Alex Sharkey's 'What is Cool?' is fun. The problem is that the book is SO trendy, it probably only REALLY mattered for the few months after it was published. 2000 and late one might say.
Where the book does succeed though is in looking at where the world was in 2003 and is interesting in that, you can see traces (no pun intended) of how we got to where we are now. It's also quite amusing to see how fleeting the world of the fashionista is. Some of the subjects/writers believe in their trends SO much, but with the advantage of being able to look back, the style over substance approach is almost painfully evident.
Overall a pretty unique, interesting read, but (I imagine...) not the way they intended it to be