Arturs Mednis
founder and editor of Jaffa Magazine, Latvia
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Founder and editor of Jaffa Magazine -
producer of theater shows (Defending The Caveman, Cavewoman); party, club and radio DJ; director of short amateur movies; founder of internet projects (Digg.lv, Svaigs.lv, Itdarbs.lv, Hiphops.lv); party promoter and organiser.
DJ label and creative agency JaffaRiga Projects was born in year 2000. That time they eagerly promoted oldschool funk and disco music, which was still rather unknown thing to the young generation in Riga back then. JaffaRiga crew was responsible for dropping some explosive parties and running different creative projects, thus gaining a wider recognition and more frequent bookings.
Nowadays, JaffaRiga Projects does not exist in its initial form any more, becouse 4 of 5 co-founders now are living in other cuntries (Juveris in Kazahstan, Alex in Lithuania, Krish in UK, but Hencha is living in Luxembourg, and usually playing other kind of music as a DJ). JaffaRiga is registered officially as company since last year.
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So, what is Jaffa Magazine? JAFFA MAGAZINE is more than a magazine. It is rather an art project, where design and content has something to say -
truly, purely, without any limitations, without being afraid to praise or to blame.
And that is what makes this magazine so attractive project for those who make it – designers and creative directors, writers, artists and musicians - and, most importantly, for those who read it. It's delivered absolutely free as it is created free of charge (almost) - pure volunteering for publishers, for designers, copywriters and, actually, any one who has some interesting, blaming or praising to share. Paper, time, fun, thoughts, photos, enthusiasm, music, parties with the presentation of magazine… that is what's shared for free.
Who pays then? The answer: commercial fans pays for it and there is a bunch of brands (advertisers), who support JAFFA MAGAZINE to make this sharing happen – they pay for paper, for printing, for presentation parties and for developing new and new magazines. This bunch of advertisers gain a lot more than just and advertising space – they entertain, they afford to be a little bit crazy. With Jaffa Magazine their brands free minded and are not afraid to appear in this funky and "underground" magazine with ads which are mostly taken from "best unpublished" works or so called "we are afraid to communicate this" ad concepts.
And the INDEPENDENCE with a bi "I" is what makes such a fun around the content, design and readers. Independence in style, impendence to surprise as JAFFA MAGAZINE can afford to be unique by any single word or image, design or ad copy it publishes. For the idea supporters this is the way to be free, to enjoy the freedom of word and, most importantly, the form to share it with others.
In May Jaffa Magazine won AdAward festival ( www.adwards.lv/?mod=en#ord) - we get the prize as best designed printed material in Graphic designs. But our newest issue is laready printed and witing for readers.
