VII Photo has announced its expansion into the Web and mobile space, beginning with VII The Magazine. The new publication will be syndicated through a number of online outlets.
The beta issue is available at the Herald Scotland Web site. Under the tagline “How photographers see the world,” the format mixes textual and visual content with a promise to “give readers unprecedented intimate access and insight to the work of the world’s leading photojournalists.”
VII managing director Stephen Mayers said: “This innovative project will allow the photographers of VII Photo to spread their wings in choosing the subjects they cover and give them a unique opportunity to tell the stories with unprecedented intimacy.” Indeed, the format puts the photographer center stage. For instance, Jessica Dimmock narrates her “Paparazzi” feature to the camera, wearing the hats of producer, interviewer, anchor and commentator.
The title is edited by curator, photographer and former deputy picture editor of Fortune Scott Thode. Michael Hanna of Protean Films oversees video content.
To create the magazine and the broader online program, VII partnered with Denmark-based Revolt Communications. The goal is to maximize distribution of work to new and larger audiences. The move is also exemplary of the broader photo industry trend for creators to take ownership of distribution and make a more direct connection with the end user of their content, be it the general consumer as is the case of VII—or the image buyer for stock producers.