It’s sad to see the end of Kruger magazine.
I’ve been away for a while in the USA recently but intended to mark the event in a fitting manner. The next few posts on this blog will be some of my occasional Kruger writings from the archives, originally published in the magazine.
The first issue of Kruger came out not long after I’d co-founded a record label – also based in Cardiff – and it’s hard to say which of the two enterprises was the more ambitious (or maybe foolhardy). But such things are not born merely of pragmatism of course, but of exuberance.
The offices for the magazine were originally based at a house in Elm Street, Cardiff which led to its name. (Hint: horror movies.)
At the time it was typical to see new self-funded DIY magazine projects being announced and lasting for only one issue or even zero issues. By contrast Kruger magazine maintained good standards of music journalism and good design over a six-and-a-half year lifespan. Its remit was broad but with enough emphasis on undiscovered music from around the world – and an appropriate spotlight on Cardiff and Wales – to make it genuinely distinctive.
Every issue was free of charge and covered by advertising from record labels, gig promoters and the like from around the UK. In 2010 anyone would hesitate to start off with such a model for distributing music writing of course – but I’m not really striving to make that point today. Those discussions can take place elsewhere, at least for now.
If you’re wondering what happened to Kruger, in their own words:
We’d like to really apologise for being so quiet recently and generally pretty tough to get hold of. Things have been difficult at Kruger for some time, and while we’ve struggled to work out ways to keep making the magazine, we’ve buried our heads in the hope that things would work out okay.
Sadly, things haven’t worked out okay, and it’s with heavy hearts that we tell you that Kruger Magazine is dead, and will no longer be produced. Our business model has become completely untenable, and the financial strain, without any sign of any long or short term improvement, means that we are unable to continue bearing the burden.
It’s been six and a half years since we first launched the magazine, and in that time it’s changed beyond recognition into one of the best written, most beautifully designed and lovingly crafted magazines in the UK, and that’s all down to the people who have helped us by giving up their time and lending their talent as much as they could along the way.
Whether it was working on the magazine itself, or one of our many spin-offs such as our website, Singles Club, Ivy League Sessions or club nights, everyone that we worked with offered such enthusiasm and dedication that we were often left moved and bemused as to why anyone would care as much as they did about what essentially started out as a vanity project for three friends from Cardiff.
But everyone did care, and that’s why we’re so gutted about having to finally call it a day. Yes, we’re going to miss the excitement of delivery day, and the ball-ache of distribution day, and the feel and smell of a brand new issue, but more than that we’re going to miss plotting features and photoshoots with you guys, and having the most fun ever executing them in the way we all have for so long.
Kruger as a business is not dead, and we’ll be in touch about new ideas and projects.
I’m told krugerlabs.com is the place for info on their future projects. There will also be a fuller archive of older content from the magazine.
Some of my Kruger writings re-published on this blog.