ONE SMALL SEED MAGAZINE Issue #27 Digital 02 | Page 4

editor's letter

Welcome to our one small seed magazine issue 27 and
our second fully digital issue, bursting with new videos,
slideshows and audio features.
We all know that the way people absorb and share
information changed a long time ago. So we’ve
updated the balance in our digital mag between articles,
interviews, and videos in a way that you can access the
mag while just having a quick browse and watching a
video here and there; or sit at your table on a Saturday
afternoon and start from page one to the last page
without being bored by the monotony of a one-directional
publication.
It has been a while since artists, designers and musicians
raised the question whether collaborations with big
brands is a good move or if it might dilute the credibility
of their image or career.
Well, we did quite a bit of research, and from my point of
view it really depends on each separate case. However,
in general we found that today more and more big
brands are willing to collaborate – with designers, artists
or musicians – whilst still honouring the integrity of the
individual and their work.
We selected a couple of the most iconic or talked about
cross-pollinations in this issue and hope you will have
a better understanding of why it might be a good thing
to overcome your fear of possible collaborations. There
are obviously many more examples, or even failed
collaborations, but we wanted to focus on those that had
a positive outcome.
Also in this issue we feature an exclusive interview with
the man behind OBEY, Shepard Fairey, who we were
lucky enough to meet in Braamfontein, Johannesburg,
and get his opinion on joining forces with big brands. We
witnessed, first-hand, the creation of his Mandela mural
and talked to him about his successful partnership with
Hennessy...