These days, pop culture criticism is little more than the sum of its niche audiences. Punk Planet, No Depression, Pitchfork Media, Vibe…never has there been so much information available at the fingertips of the discerning music listener, yet at the same time, never has this information been quite as segregated. Sure, you can talk all you want about that obscure new indie band to the folks around the Tiny Mix Tapes water cooler, but don’t let them know about that crate of Van Halen records in your closet. And unless you want to get some funny looks, try not to namedrop Conway Twitty at the next Electronica Appreciation Society meeting.
Mainline Magazine is as aware of this sad state of affairs as we are eager to change it. Look, we’re not stupid; we know that you don’t actually listen to nothing but avant-metal, free jazz or alternative hip-hop, any more than you might only wear blue shirts or only watch movies by Woody Allen (although we have no problem with any of the above). We know that we, the pop culture consumers, are a more diverse group, with far more eclectic tastes, than our current cultural arbiters would have us believe. And we know that there are at least a few people out there who want a magazine that reflects this broadness of sensibility, one which doesn’t try to lock its readers – or itself – into the stifling confines of genre, medium or aesthetic.
Of course, this is not to say that we’re perfect, or that there is absolutely no amount of editorial bias to be found here. We are, after all, only human; we have our own tastes and opinions which are just as much a part of our day-to-day outlook as anyone else’s. But if you’re the kind of reader for whom genuine passion is more important than trendiness or marketability, if you aren’t afraid to broaden your horizons or stick to what you like, if you feel that art should rightfully be divided into only two categories – “Good” and “Not So Much” – then Mainline is for you. Welcome.
Some guiding principles:
- Mainline believes that there are no experts.
- If there are experts, they’re probably not writing for free.
- Mainline does not believe we are better, smarter or cooler than you.
- Mainline does believe in the dissolution of all unnecessary borders. Destroy all restrictive boundaries! Love rap and country, indie and mainstream, Hollywood and art cinema!
- Mainline is not interested in spotting trends or discovering “the next big thing.” The next big thing will be passe within six months; our guts, on the other hand, will probably still be around.
- Mainline believes in integrity. We also believe in subjectivity, change and elasticity. So don’t be surprised if our “critical stance” changes, perhaps drastically, from one review to the next.
- Mainline has no critical stance.
- Mainline embraces progress. That said, we think old stuff is pretty cool too. It is our full intention to give every work or artist reviewed or discussed on our site a fair shake – whether they’re “current” or not.
- Finally, Mainline wants to be your magazine. We hope you’ll have us.
- Zach Hoskins
Mainline Founder & Editor in Chief
November 19, 2006
