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In the Booth with Ruth – Alice Muir, Founder & Creative Director, TLG Magazine

Alice Muir

Can you tell me what your role as Creative Director at TLG involves? 

My role as Creative Director involves overseeing all of the creative side of TLG Magazine – from photo shoots to editorials and design; it’s a lot of work! I’m actually the publisher as well so I have to do all of the business side on top of that, which I enjoy a lot more. I’m hoping as the business grows and expands, I can delegate a lot of my creative work to others and focus on the all-important marketing and distribution of the magazine. 

What was your experience in publishing before founding TLG? 

Before founding TLG, I had no experience in publishing at all. I was in fifth year at school and was simply determined to do something for women which was different to all the other gossip, beauty and style magazines. I’ve very much learned as I have gone along. I did take a six month work experience period at the end of last year with another publishing company based in Glasgow which taught me a lot about the sales side of the business.

What inspired you to start your own magazine in 2011? 

Well back in 2010/2011 I had started a blog, which was based along the same theme as the magazine – a street culture blog for women – but at that time lots of bloggers were popping up all over the internet and I really thought that my concept needed to be noticed over and above everything else that I felt was generic on the internet. So I decided to print my ‘blog’ instead and that sure as hell got people’s attention!

Is there a particular reason you chose to focus the magazine on street culture and music, and geared for a female market? 

Well something that really annoys me about today’s modern media culture is that there are certain creative scenes which are engineered to be very much ‘for men’ or ‘for women’. As someone who grew up around the graffiti scene and was introduced to house, techno, electronic and hip hop music from a young age, this always annoyed me as I couldn’t understand why women weren’t as welcome in these scenes as men were. As a young girl, I wasn’t overly interested in shopping, make-up and your stereotypical girly activities and I could never understand why the media had this engineered idea of what girls were supposed to be interested in. You only have to walk into a WHSmith store today and stand at the women’s magazine shelf to see that. I felt like someone had to have the guts to put something out there for the girls who were interested in these scenes and to conquer the biggest challenge – which is to keep it credible and not to make it cheesy! So many people have tried to start magazines for women about typical ‘boy activities’ like graffiti and/or extreme sports and they make the language so cheesy to try and be down with the kids and that doesn’t work either. A magazine with good quality, intelligent editorial which isn’t patronising or cheesy is what I believe women who are interested in these creative scenes really need. 

What does Through the Looking Glass mean to you, and is there a particular reason you chose that name? 

Through the Looking Glass was the name of the blog I used to run. It was a bit of an insight into the Glasgow electronic scene through my eyes (and of course it’s a reference to the Alice in Wonderland books, relating to my own name). When I came to start the magazine I had gotten so used to the original name that I just decided to shorten it to TLG and it kind of stuck. 

Can you describe some of the articles published in your latest issue? 

In our latest issue, we look at the new Billionaire Girls Club collection, which has just launched by streetwear god, NIGO (Bape, Ice Cream) and his producer sidekick, Pharrell Williams. This is something I’m really excited about as I was forever wearing Billionaire Boys Club and now they’ve produced a women’s line!! Also we chat to Erin Magee, the founder of women’s streetwear label, MadeMe; We review the Analogue Monsta collaboration between LA producers Suzi Analogue and Tokimonsta and we take a look at the work of Brooklyn-based graffiti artist Toofly…plus loads more! 

You’ve had some great news with TLG launching in over a hundred WHSmith stores in the UK this February. Where else can people buy the magazine? 

Thank you! The magazine is also available in a number of handpicked boutiques throughout the globe. You can view our full stockist list here: http://tlgmagazine.com/stockists-2. 

What are your plans going forward for TLG and for you? 

I’m hoping to keep pushing the brand forward. We’ve had lots of requests for work out in the US so we might branch out and seriously explore that side of the business. Japan is another country I’d be interested in exploring as well – Japanese girls are crazy for British culture and fashion as well. Who knows what the future holds…I hope to be doing this for a very long time!

Where can people find out more about you and TLG?

Facebook: www.facebook.com/tlgmagazine

Twitter: www.twitter.com/tlgmagazine

Website: www.tlgmagazine.com

And of course you can email me anytime at the following address: alice@tlgmagazine.com.

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About Ruth Jacobs (296 Articles)
Author of Soul Destruction: Unforgivable, a novel exposing the dark world and harsh reality of life as a drug addicted call girl. The main storyline is based loosely on events from my own life. In addition to fiction writing, I am also involved in journalism and broadcasting, primarily for human rights campaigning in the areas of sex workers' rights, anti-sexual exploitation and anti-human trafficking.

1 Comment on In the Booth with Ruth – Alice Muir, Founder & Creative Director, TLG Magazine

  1. Fantastic that you’re doing this! I’m sure TLG would be a hit in the US. Just a question, though–street culture in the US is closely associated with gang culture. Can you explain the difference? Thanks! 🙂

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