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The Ground Magazine

Innovative business model sheds new light on cultural consumption

by Gaspard Nemec in Culture on 26 October 2012

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The recently launched web outlet, The Ground, is a multifaceted cultural platform that stands out for its innovative entrepreneurial approach. The project integrates a social network, interactive online publication and promotional platform, as well as a biannual print edition filled with notable articles from the virtual edition. The initiative emerged from the desire to offer artists and creatives the opportunity to promote their work and interact with each other without going through PR agencies' expensive services. The man behind the project, Ryan Yoon, is a Korean-born photographer and the current president of Artistic Cube Inc., a creative agency dealing in high-end photography and creative direction.

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The Ground's content ranges from fashion to art and music, featuring in-depth articles, video content and interviews with luminaries in their respective fields, including John Balderassi, The Kooks, Maison Kitsune and Azzedine Alaia to name a few. At the same time the company's business model represents a different approach to online publishing—in line with post-consumer economic models while taking advantage of the services offered by the Ground Social, their method turns the user into a producer through submission of work and participation in the social network. The overall experience of the viewer ends up largely on the overall audience involvement.

Visit The Ground online to see more.

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