ARISE Magazine: An African Publication for a Global Audience
Billing itself as ‘a celebration of African achievement in fashion, music, culture and polity’ and ‘an unashamedly positive portrayal of Africa and its contribution to contemporary society across the world’, ARISE Magazine launched in newsstands back in early 2009, and since then has won awards commending it as a leading international publication.
So what does it offer to its African as well as global audiences? Catch a Vibe spoke to Editor Helen Jennings on what marks ARISE out from other African fashion magazines and why it aims to break racial boundaries.
It was certainly an ambitious and promising publication to launch and many wondered just how long it would be able to last in a tough global market. Ten issues later and it’s still there with plenty yet to explore, having already tackled issues such as black billionaires, Obama’s Africa, the African diaspora around the world, Afro-punk in South Africa, 50 years of independence and the FIFA World Cup 2010. As Helen points out: “ I feel that we’re doing something meaningful with ARISE that goes beyond having a pretty magazine to put on your coffee table. So as Africa realises its potential, so will ARISE.”
In a crowded media market, both online and in print, where does ARISE position itself and what is it doing to mark itself out? How is it answering to what the mainstream media is ignoring? “ARISE is the first international high-end publication to shine a light on all the good things happening on the continent and in the diaspora,” states Helen. “Africa has much to celebrate, contrary to what much of the international media would have you believe, and so ARISE is shouting about it. This marks us out from any other publication on the market.”
ARISE is one of a number of emerging African publications, which are ambitious and passionate about reaching out to and reflecting the current audience and cultures in Africa. Helen goes further: “I applaud what True Love and African Woman are trying to do for East African fashion and publishing. I was in Nairobi last week where I met some staff and they’re passionate about what they’re doing. A new magazine called Up has just launched there too, aiming at a young, urban audience – it looks promising. I also like Canoe in Ghana – a very stylish publication.”
So it is a positive sign, seeing an African audience and diaspora create and support a growing and diverse range of publications to showcase African culture and fashion from their point of view and experiences – and not through the eye of the mainstream western media. In that context, it’s been questioned how a white editor can be justified. Helen answers to that criticism: “Any magazine that aims itself specifically at a readership based on race is creating boundaries for itself. I’m not saying racism doesn’t exist in the media or popular culture – there has been much debate about the lack of black models in mainstream magazines for example – but it shouldn’t be a case of divide and conquer. What sets ARISE apart from titles such as Essence, Ebony, Pride et al, is that it’s not trying to be specifically a black title or talk to just one audience or gender. We’re a global title meant for anyone who is engaged with Africa’s ascension. The world is shrinking and Africa is rising – you don’t have to be black to read ARISE – or work for the magazine either!”
If race isn’t the boundary, what inspired a UK-based white journalist to join a glossy African fashion bible? Helen has worked her way through various fashion and culture publications from around the globe: “ I’ve explored culture from all over the world in my career and contributed to a number of titles in the USA, England and Australia. So when I was asked to launch and edit ARISE I jumped at the chance. It’s my dream job. Since the launch, I have traveled extensively across Africa and become immersed in its contemporary culture.”
ARISE is owned by Nigerian media mogul Nduka Obaigbena, who also owns the successful daily Thisday, and is reputed with helping to transform the image of Nigeria on the international scene. As Africa’s most populous country, Nigeria offers a huge potential consumer market as well as heavy economic and cultural influence on the continent and beyond. Nigeria is a key market and a crucial factor in the ARISE’s success. Helen points out: “Nigerians were the first to embrace the magazine as their own. Whether it’s Nigeria’s burgeoning fashion scene, its bankable pop stars, or its oil and energy industries, there’s always something to say about the country and its people.”
How has the core, immediate target audience – both in Africa and abroad reacted? Has it embraced ARISE and for the right reasons? “We’ve had an overwhelmingly positive response so far,” states Helen. “The magazine has hit on a need for an up-market, intelligent magazine about Africa that doesn’t patronize its readers, compromise on quality or exclude anyone from picking it up.”
In a global market overpopulated with niche publications, is there room for something like ARISE? Helen emphasizes what her publication offers: “We’ve received messages from readers in Nigeria, across Africa and beyond, all saying how happy they are that there’s finally a magazine that speaks to them. It’s not just as yet another glossy magazine, it’s Africa’s very own glossy magazine helping to put African achievements centre stage. ARISE still had to work hard to find its place in the market: “The main challenge at first was that people didn’t know where to place the magazine because it’s such a unique proposition,” admits Helen, “but each issue speaks for itself and we’re now sold in major outlets on four continents.”
She continues: “The opportunities and successes have been manifold: our interview with Grace Jones, who prowled the catwalk at the debut ARISE show at New York Fashion Week, our cover shoot with Alicia Keys (ARISE was sponsor of her Keep A Child Alive Black Ball in 2009), our feature with Morgan Tsvangirai (Prime Minister of Zimbabwe) and our epic World Cup gatefold fashion shoot with six models, including Oluchi and Alek Wek.”
What will it take for such a magazine to last? Inclusiveness, answers Helen Jennings: “ARISE believes in inclusiveness – there’s little in the magazine that couldn’t be in a more mainstream title. As more African economies and democracies grow, so too will its creative industries and in turn output from Africa will catch the mainstream eye. It’s only a matter of time.”
The next issue of ARISE comes out in December.
