SOMA

by Tanya Irwin, May 21, 2009, 2:30 PM

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You may have never heard of it (and neither had I), but SOMA has time on its side. The West Coast-based magazine first published 22 years ago claims to be the longest-running independent arts and culture magazine in the country.

The magazine is named for the South of Market area of San Francisco. In the early '80s, the region was revitalized in part by publisher Ali Ghanbarian, who says he started several restaurants and clubs after falling in love with the arts community there. He launched the magazine to support that community, which housed hundreds of photography, indie music and film studios.

Today, the magazine is distributed nationwide as well as in Canada, Britain and Japan and has little to do with South of Market or San Francisco, but rather strives to be a cultural voice for 18- to 38-year-old creative industry types.

Besides a subscription base and distribution in most major cities, SOMA has a controlled circulation with placements of thousands of copies in boutique hotel rooms, cool spas, hair salons and boutiques in major cities. Thousands of copies are also placed in gift bags on a monthly basis and passed out to target guests at the numerous special events the magazine hosts.

One of the mag's objectives is identifying talented people. Hundreds of iconic talents (fashion photographers, writers, stylists, architects and designers, like fashion designer Alexander Wang and model Alek Wek) have had their careers launched by the mag, according to SOMA Executive Editor Felicia McCrossin.

While SOMA targets the creative community, its readership extends beyond that community. As Ghanbarian says, "Artists are like pest control -- they clean up, yuppies follow."

Each issue has a theme; the current "The Street Issue" focuses on fashion and street culture. Besides fashion spreads (some of which I, with my conservative tastes, find downright bizarre), the magazine features profiles of people in film and music. I really enjoyed the piece on Wyatt Cenac, a correspondent on "The Daily Show." The content page promises that in the piece Cenac "divines the humor in race, identity and ultra-weathy jackasses." He does, and it's a good read.

SOMA claims to have pioneered the "person on the street" picture page with Street Pulse. The subject's name, age and occupation are listed along with answers to a few short questions like "Which city's street fashion inspires you?" It's fun to scope out the people and read their quick takes on things.

Another section, which I doubt you will see in any other magazine, is Hand Signals. It's a palm reading of a creative type, who is also profiled. Past subjects have included David Bowie, Marc Jacobs, Vera Wang, Richard Branson and Rich Silverstein ("Got Milk?" creative director). The current issue features Band of Outsiders fashion designer Scott Sternberg.

The Urbanite section is very cool, with reviews of nightclubs and restaurants around the world and a recipe for a trendy cocktail. I'm going to test bartenders everywhere I go and see if any of them knows how to set me up with an "Andiamo."

If I read this mag regularly, I think I could raise my hipster quotient considerably. I hadn't heard of any of the bands featured in the music section, and I pride myself on being ahead of the curve in new music (at least for a 40-year-old.)

MAG STATS

Published by: SOMA Magazine Inc.

Frequency: Monthly except January and June

Web site: www.somamagazine.com

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0 comments on "SOMA".

1. Fiona La fluff from Fluff Publications
   

   commented on: May 21, 2009 at 6:11 p.m.

   Soma is one of my favorite reads. It consistently features talented people who don't get the coverage they deserve, and brings them out so the world can enjoy them. They also feature cult icons and some of the coolest party places on the planet. All while having an artistic style it's own, it's a piece of art every month.

2. Avery Lee from Marco G Fashions
   

   commented on: May 21, 2009 at 9:22 p.m.

   One of the Hippest Magazines on earth, no question. SOMA epitomizes cutting-edge cool--that coveted, avant-garde independent arts, fashion, and urban lifestyle magazine with global appeal and endless style. Not only do all the hottest, freshest unseen talents in fashion, photography, film, music, etc. seem to show up in SOMA's pages before anywhere else, but my absolute most revered legendary artistic icons, who shun the mainstream media, gladly take the time to sit down with SOMA. From thoughtful, probing film or arts features to savvy insider scoops revealing hip new fashions, boutique openings, gallery exhibitions, indie film festivals, and the trendiest bar/lounges, restaurants and hotels around the world, it's got what you need to stay city chic and culturally attuned.

3. Kenneth Livingston from Fashion Group Int'l
   

   commented on: May 21, 2009 at 11:26 p.m.

   Interesting that this article went up today, because I've been mentioning SOMA to some of our company's directors--its design/content quality and its high repute amongst the innermost of the "in" crowds in fashion, photography, art, music, film, graphic design, architecture, and the nightlife scene everywhere. It's amazing the mag's based out of San Francisco with such an international hipster demographic. Our company's mission focuses upon innovation, expansion and elevation of the fashion industry at large, which is why I'd recommend fashion labels reach out to SOMA, who can ensure respected brand placement and exposure all around the world, but more importantly saturating the circles of filmmakers, fashion designers, celebrities--the "it" crowd of every metropolis, the trendsetters who determine what is hip, which spot is hot, and how to live the modern city lifestyle. SOMA's fashion shoot spreads are incredible--issue after issue--always new and innovative, mixing it up, drawing you in, making you linger. Every major fashion photographer I've spoken with here in NY has either worked for SOMA at one point or has been trying to get the opportunity. Fashion designers, reps and retailers, take note.

4. Brad Christopher from Brad Christopher Photography
   

   commented on: October 6, 2010 at 1:56 p.m.

   One of my favorite publications! Keep it up!
   <a href="http://www.BradChristopher.com">BradChristopher</a>
   

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