I'm currently the Executive Editor of Guitar World magazine. In this role, I develop the top-level editorial strategy for web, print (13 issues/year, 100,000 circulation) and social. I also produce and write cover stories and features for print and web.
As online editor, I manage the creation of Guitar World's online editorial archives, and work to create a seamless user experience between print and online properties. I worked with the web development team to redesign and refocus the site, resulting in an 150% increase in monthly page views. I also write and edit online features, conduct video interviews with music celebrities, create cross-branded giveaways and contests, and oversee Guitar World’s social media presence, including Facebook, Twitter and Instagram.
Slayer - Never Say Die
It’s hard to imagine a world without Slayer. But just two years ago that looked like a real possibility when the band was suddenly ripped in half. [Read more]
Black Sabbath - 45th Anniversary
It’s rare that a band emerges and, with one inspired release, simultaneously launches and perfects a genre of music. Such is the singular case of Black Sabbath. [Read more]
Metallica - Making of 'Ride the Lightning'
We’ve been invited to Metallica's HQ to talk with Kirk Hammett about the 30th anniversary of their classic sophomore album, Ride the Lightning.[Read more]
Roger Waters - Behind 'The Wall'
“Benvenuto, bambini!” Roger Waters exclaims through his microphone to the line of children excitedly walking toward the stage inside Rome’s massive Stadio Olimpico. On this blistering afternoon in late July, the former Pink Floyd leader and his band are in the middle of the soundcheck for tonight’s show, at which they’ll perform Floyd’s classic 1979 double-album, The Wall, for 50,000 Italian fans. [Read more]
Slayer - Grave New World
"Have you ever seen someone and the thought comes in your head that you just want to... kill 'em?” Coming from most any other human, this line of questioning might be surprising. But when the human in question is Slayer’s Jeff Hanneman, it’s par for the course. “But why would you do it? Why would I do it?” He continues, cracking open a second Corona. “I think about that more than I should.” [Read more]
Metallica / Tool Roundtable - Kirk Hammett & Adam Jones
The both started as cult heroes. Metallica's Kirk Hammett was a man of the people, and Tool's Adam Jones was a man of mystery. Join them as they compare notes on how they transformed their heavy metal into a worldwide religion... [Read more]
Thrash Metal Big Four Cover Story
Vice / Harley-Davidson
In 2010, Harley-Davidson approached Vice Media’s Virtue Worldwide agency to create a young-adult focused social media campaign for H-D’s Dark Custom line of motorcycles. Harley-Davidson wanted to convey the broad, youthful appeal of the no-frills/high-thrills Dark Custom line.
As the editorial director for that year-long campaign, I led a team that created unique branded content (interviews, video features, photo galleries and blogs) which we seeded across H-D’s Dark Custom blog, Facebook and Twitter.
Through grass-roots digital messaging and constant fan interaction we fed the core H-D enthusiasts in-depth and entertaining coverage of established bike builders and events, and engaged new young audiences by creating content across such categories as celebrity, music, kustom cars, skateboarding, graphic arts and photography.
In 2014 Guitar World's sister brand Revolver Magazine tapped me to be their Director of Digital Content. In that year-long role I oversaw all editorial content on RevolverMag.com, developed print/online/social strategy and produced co-branded video projects.
I crafted the social strategy and led the on-site team (featuring Twitter and Dick Clark Productions) during the activation at Revolver‘s nationally televised Golden Gods Awards Show, which resulted in #GoldenGods trending worldwide…as well as a lot of ridiculous rock-star selfies.
Over the years, I’ve also written many pieces for the magazine on a wide range of hard rock and metal musicians and personalities, including Avenged Sevenfold, Iron Maiden, Ministry, Anthrax, Slayer, Sebastian Bach, Mastodon, Hollywood Undead, Five Finger Death Punch, Black Veil Brides and many others.
In 2005, photographer Jimmy Hubbard and I noticed the emerging web trend of music outlets transitioning from print to video-centric artist coverage. While there was already a growing volume of quality video content for established high-profile bands, we identified the lack of coverage for up-and-coming, fringe acts.
To service that untapped audience, we launched the extreme music blog, MetalKult.com, with the goal to shoot pro-quality video interviews and live concerts of some of the most exciting underground heavy metal and extreme bands. Since “video blogs” were new-ish back then, venues didn’t have as many restrictions on filming…a fact we gladly used to our advantage.
As Editorial Director of that start-up site, my role was substantial: from setting the editorial scope to producing and filming video segments to managing budgets and freelancers. MetalKult was eventually acquired by Revolver Magazine and added as a top-level channel to their website, Revolvermag.com. MetalKult currently funnels unique content to its parent brand, while maintaining its own voice and identity.
With Ihsahn of Emperor in Notodden, Norway
Nokia Nseries / Cannes Lions
Local Theory’s campaign for Nokia’s sponsorship of the Young Lions Film Competition at Cannes Lions 2007 was built around an integrated concept of documenting the competition (in which teams of creatives had 48 hours to shoot a brief with only the Nokia Nseries smartphone) through online content, print-mobile activation, over 90 viral web/mobisodes, and a 30-minute branded MTV special, “Short Film Shootout: Cannes,” which aired in more than 150 countries.
As Senior Copy Writer for this branded content campaign, I conceived the main titles for the MTV special, and wrote the copy for the Nokia site, which included online bios and interactive mobile narratives. This content was integrated into an on-site, mobile-active, 80-foot installation and print ads that led viewers into mobile content about the teams and the phones on which they were shooting.
Short Film Shootout: Cannes - Teaser
My obsession with tattoos intersected with my professional life when I got hooked up with the folks at Inked magazine.
I've had the pleasure to speak with some interesting characters for that magazine, including jewelry designer Rich Sandomeno, legendary lowbrow artist Coop, Finnish goth-rockers 69 Eyes, interior design star Antonio Ballatore and street artist Dan Witz.