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So It Goes magazine

29th May 2014

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Defining itself as ‘the world’s biggest small arts magazine’, So It Goes is a biannual title that champions unique voices of today across seven chapters: The Actors, The Directors, The Artists, The Collection, The Musicians, The Places and The Writers.

The magazine’s title was inspired by Kurt Vonnegut’s book Slaughterhouse-Five [one of the editor’s favourites] in which the author uses the phrase to illustrate the passage of time, death and the inexplicable. The editors imagined the words as if voicing print’s current unpredictability, all the while with a touch of humour.

So It Goes is Lewis Carpenter, James Wright and Josh Bullock. School friends from the age of 13, they reunited after three separate careers in film production, publishing and journalism to create the world’s ‘biggest, small arts magazine’ and a creative agency around their skills and those of the international community of creatives they collaborate with on the publication. Their long relationship had always been chequered by long-standing debates over film, music, art and literature. With a broad church of tastes in photography [James Wright was a photographer and filmmaker], film [Josh Bullock was a documentary and advertising producer/director] and literature/theatre [Lewis Carpenter was a junior editor at Biteback Publishing] the team saw a gap on the newsstand for a title that was intelligent, but not alienating, fusing a return to long-form feature-led journalism with beautifully produced photographic editorial. 

Starting as a biannual publication, Fourth & Main Journal was formed by James Wright in conjunction with the clothing brand Fourth & Main. The team honed their skills on several successful issues, featuring talent as diverse as Ben Whishaw, Hayley Atwell, Alt-J, Josh T. Pearson, Joey Bada$$, Money, Terrence Malick, Steve James, Alex Prager and features that ranged from frontline reportage of the Burmese civil war in Kachin to the legacy of the Beat Generation on modern art. In May, the three then took the magazine from being a branded title to an independent publication with advertising, under the masthead So It Goes, distributed in over 25 countries worldwide by the world’s leading distributor COMAG and available in cultural institutions including the Tate and MoMA and the world’s leading boutiques including Colette and Opening Ceremony, and various bookshops and galleries. 

Issue one started with a bang with an exclusive piece of non-fiction from James Franco and interviews with rising screen star Felicity Jones, king of cult British cinema Michael Winterbottom and The Reluctant Fundamentalist and Four Lions actor Riz Ahmed. Photographer Michael Wolf and Chinese artist Yao Lu contributed to the artist section.