"When I write the magazine I look to emphasise the underlying themes, perceptions and contexts behind the artworks rather than provide reviews, criticisms or scrutiny over particular techniques used- as nearly all other art magazines do. I strongly believe that such a style makes the magazine positive, entertaining and accessible for everyone - whether they know anything about art or not. "
Jordan, The Editor
Having always studied the Arts and History, acting as a child and teenager, writing novels and scribing just about anything, I decided to finally walk away from the cut-throat office environment that I had found myself in and start Art Etcetera, a place where the literary and the visual worlds could collide.
I was sick of how art mags were always so full of difficult art speak, it not only made them all seem quite snobby, but totally inaccessible. I was also tired of all the negativity; why were these old men - most critics are- being so negative about these incredible works?
I wanted to provide people with a new way of discussing artwork; one that was to be thematic, positive and contextual rather than overtly critical, complicated and scrutinising - making art more accessible, interesting and enjoyable for everyone; an ethos which is echoed throughout each and every edition.
'Why I am seeing the same people all the time?' I asked flicking through so many art mags.
There is so much unexplored talent in the world that there's no need for us to see the same rich and famous people all the time. And that's what I want Art Etcetera to be- the magazine for aspiring artists.
There are so many different types of art forms, so why should only the mainstream genres be publicised? From photographers and sculptors to glassworkers and pointillist illustrators etcetera, this mag always aspires to present a diverse array of artists and art works.
So, with these three firm beliefs in mind, I sat with my pen and notepad (my old company had taken back their laptop) and started Art Etcetera.
Consequently the mag is totally independent of any large corporation or person, something which provides Art Etcetera with an abundance of creative freedom and a vibrant platform for new ideas to flourish.
But such liberty also means that money is tight - if the mag is to continue interviewing, highlighting and publishing the works of a variety of talented artists, then we need your help...