CRED Info Brochure - The Village of Arts and Humanities

GET TO KNOW CRED
AMPLIFYING THE VOICE AND VISION OF YOUNG PHILLY
THIS. IS. CRED.
I AM PHRESH
POP, LOCK, BREAK AND WHACK WITH PHILLY’S ACADEMY OF PHRESH
By Pricilla Ward
Within two days of CRED: Issue One hitting the streets, copies
vanished from cafes, schools, bookstores—from all 95 locations.
Message received: Philly loves CRED.
Above: Phreshest Kids Dance Crew Lo, Imani, Ski, Leek, Whitney, and Mone
Photos courtesy of I AM PHRESH
Driving through Northeast Philly on an
unseasonably warm night in April, I pass
playgrounds and street corners jam-packed
with kids and teenagers. They lounge
around, shoot hoops, listen to music…
they stay out so they don’t have to go
home. “When you’re on the block hangin’
out every night, it’s just a matter of time
before you end up geting into some kind
of trouble,” says Mark Boston, aka “Smart
Mark,” founder and artistic director of the
dance studio I AM PHRESH. “Lot’s of kids
that hang out on the street love to dance but
they have no idea that dance can change
their life. It can give them something to care
about, a place to be and keep them away
from all the bad stuff that’s out there.”
studio teaching other young people how
to dance. “Phresh is a team,” says Steward.
“It’s different from other studios because
we all want to see each other succeed and
do big things. Mark brings in big name
choreographers and dancers so that we can
take workshops and get noticed—it expands
everyone’s view of the hip-hop dance world.”
As I met with the young dancers at Boston’s
studio, a single sentiment rang out. “If I
didn’t dance, I don’t know what I’d do.”
It’s clear that at Phresh, these young artists
have found a safe haven from the negative
influences of the streets, a family with
which they share their passion for dance,
and a stomping ground where they push the
limits of hip-hop dance.
The culture of Phresh extends beyond
providing safe, family-like atmosphere and
cutting edge dance education. Dancers must
have balance on the dance floor and in the
rest of their life. “Lo Smooth” Saunders, is
caught between his passion for dance and
his respect for his family’s hopes of him
pursuing a more traditional career path.
Saunders joined his first dance crew at age
13. Now an 18-year-old member of the
dance crews at Phresh, Saunders bonds with
other teens whose passion for dance is not
fully embraced or understood by family and
friends. “The people who care about us most
don’t always understand us,” Boston tells his
students. “But we can help them understand
by being passionate about our craft and by
doing everything full out. Get good grades,
respect our families, and take care of our
personal responsibilities.”
It’s 7PM and Boston calls the students
together to warm up. As they move in
unison, their focus in on perfection. “I wake
up every morning and cannot think about
doing anything but dancing,” says 23-yearold Gerald Steward, a member of Phresh’s
full company, Academy of Phresh. Steward’s
first experience with hip-hop dance came
from watching YouTube videos. “The more
I watched the dancers in the videos, the
more I wanted to be in them.” Fast-forward
to today, where one can find Steward in
countless YouTube videos as well as in the
THERE’S NOTHING
I’D RATHER DO
THAN DANCE.
is 18-year-old dancer, Daniel “Ski” Sevitski.
Sevetski lost sensation on the right side of
his body at age four due to a stroke. But this
did not stop him from pursuing his dream
of dancing. “I was the only guy from my
county who liked to dance. Growing up, my
friends only cared about sports.” Sevitski
taught himself the entire Lloyd “Get it
Shawty” routine (not easy for even the
most seasoned dancers) earning him a spot
dancing in the companies at Phresh.
When observing the dancers at Phresh, it’s
apparent that their diversity is beyond skin
color and age. Twenty-year-old dancer Alex
Marasigam spent her youth studying ballet
in the Philippines. Her exposure to hip-hop
began when she moved to Philadelphia after
high school. The transition from ballet to hiphop can be jarring for some dancers but, at
Phresh, where teachers advocate for students
to explore all styles in order to become wellrounded dancers, ballet has actually given
her a leg up. “I can use the discipline that
I learned in ballet but really get into the
freedom that comes with hip-hop dance.”
Coincidently, the hip-hop class takes
an abrupt turn when Boston announces,
“Alright. Let’s practice our swing dancing
now.” Without missing a beat, the dancers
fall in line as if they’ve been studying swing
dancing for years. “This is gonna be the
craziest swing dance anyone’s ever seen.”
Check out the I AM PHRESH 3rd Annual
Dance Showcase on Saturday, June 2.
More info at www.iamphresh.com
Perhaps the most profound example of
Phresh’s “never-say-can’t” dance philosophy
Right: “Lo Smooth” Saunders
Photography by Sherrieff McCrae
OUR MISSION
OUR AUDIENCE
CRED’S MISSION is to amplify the voice and
CRED HAS RECEIVED ACCOLADES FROM teens and
vision of young Philly. We encourage
Philly’s young artists, designers, journalists,
activists and entrepreneurs to contribute
and curate published content as well as
advertise their businesses and services.
young adults from across the region as
well as parents, educators, schools and
universities, professional artists, designers,
journalists, arts organizations, city
officials, youth groups, and locally
owned businesses.
SCHEDULE/REACH
CRED IS PRODUCED three times annually in
STREETCRED
January, May and October. Each issue is
printed in a series of 10000 copies. Based
on an industry standard of three readers
per copy, the magazine is expected to reach
more than 30,000 Philly residents.
BUTTA IS
ON FIRE
INSIDE EACH ISSUE
Each issue features The Portfolio, Street
CRED and The Mixtape. Additional
sections featuring specialized content
vary from issue to issue.
THE PORTFOLIO is a submission-based
STREET CRED is young Philly’s unique
perspective on the people, places,
businesses and events that nourish
Philadelphia’s neighborhoods.
Allison Zuckerman, 21
Oil paintings
THE MIXTAPE profiles and promotes Philly’s
young musicians--from street performers to recording artists, to places to create
music—no great talent goes unnoticed.
I don’t respect people who take control by using fear.
I don’t think we support each other as much as we can.
Top left to right: Reggie Butta, Reggie Butta and
Flamez, core Firenation crew, Firenation party
Photos by Dante Wright, 17
collection of visual art, performing art
and creative writing that is created,
documented and curated by youth.
HOW YOUNG ENTREPRENEUR
REGGIE “BUTTA” JOHNSON
BUILT THE FIRENATION
Walking the neighborhood surrounding
10th and Cumberland with Reggie Johnson,
aka Reggie Butta, is like walking around
Center City with Mayor Nutter. Hand
shakes, backslaps, heartfelt hugs and the
contagious cackle of his laughter make
it near impossible for us to talk—but this
is without a doubt the best way to get to
know Reggie. To know Reggie, you have to
find out how he just happens to know just
about everybody.
Reggie is the driving force behind more
than a thousand teens and twenty-somethings that call themselves the Firenation.
“Firenation is not a gang, not a dance group,
and is not a mob. Firenation,” in Reggie’s
words, “is a gigantic family.” And with just
one text or status update, Reggie can bring
his “family” together for some of the most
celebrated parties across the city.
Now 23, Reggie recalls getting his start as
a party host and promoter at the age of 16.
“The first party I threw for Firenation was a
dollar party; 300 people came and we made
$300. There was no going back after that.”
Firenation was on its way up when Reggie
moved to Maryland to finish high school.
After only six months, Reggie hosted a
Firenation party, Philly-style, in Maryland.
He upped the entrance fee to $5 and drew
kids by the hundreds to dance and listen
to some of the top young emcees and dj’s
around. Firenation was taking Maryland by
storm. But back in Philly, “things were light,”
says Reggie. “Groups like Diamond World
and Passion 4 Flashin were throwing parties
but Firenation was laying low.”
In 2008, after graduating from high school,
Reggie called his childhood friend and hip
hop artist, Young Tay, to let him know that
“I’m comin’ home and we’re gonna throw the
biggest, most talked-about parties in the city.
Be ready.” A man of his word, Reggie came
home and started to build momentum by
strategically promoting and hosting other
groups’ parties. “It’s all about recognition.
If the kids know who you are and like you,
there’s a better chance they’ll come to a party
you’re promoting—even if they don’t know
who they’re coming to see perform.” When
Reggie took the stage, the crowd would roar
in unison, “I’m The Butter Guy,” a theme
song he created to build recognition and support for himself and Firenation. “I couldn’t
believe it,” says El Sawyer, mentor to Reggie.
“This kid I’d known since he was 14 had 500
kids singing his name. It was incredible.”
So how did a 17 year-old get hundreds of
kids to follow him? (No, not on Facebook,
he’s got over 4000 following him there.)
“People like me because I never discriminate.
I don’t respect people who take control using
fear. I want people to like me. And I want
to like them—to be there for them. I don’t
think we support each other as much as we
can.” Though Reggie and the core Firenation
crew were profiting greatly from their parties,
Reggie never really considered the money to
be his. “People would call me stupid because
I would buy food and clothes and shoes for
other kids who didn’t have anything. I knew
it wasn’t stupid. Because by doing that, I felt
good. They felt good. And, at the end of the
day, it made kids want to come to my parties
even more.” Firenation followed suit, and
decided to give back to the families and
adults in the community by throwing free
neighborhood cookouts. The popular cookouts served as more than just another day
of music and food. “People would reunite
with friends they hadn’t seen in years,” says
Reggie. “It brought everyone together. Even
the cops would come and hang out with us.”
But in 2010, as the city was rocked by media
blasts condemning youth flashmob activity
that left several bystanders injured, Reggie
and Firenation knew that the party scene
was about to change. With the new 9:00
curfew for youth under 18 and flashmob
paranoia running rampant, there was no
way that Reggie could host parties as big or
as popular as he once could.
With seven years under his belt as a top party
promoter, Reggie is planning his next move.
“I’d love to promote professionally for a music
label or even a sports organization.” With
his natural ability and like-ablity, Reggie
and the thousands of young individuals he
brings with him will surely make anyone or
anything as popular as he’s made himself.
Contact Reggie at: [email protected]
17
GET INVOLVED
It’s vital for young people to have something physical and tangible that
represents their hard work and creativity. Seeing their work in print,
as opposed to online, gives it an even higher level of CREDability.
–Antoine Haywood, PhillyCAM.
MAKE COOL STUFF?
Submit artwork and creative stories to The Portfolio by visitingCRED’s
blog at www.credmagazine-philly.com for a form and the upload site.
WANT TO RAISE AWARENESS ABOUT AN
INDIVIDUAL, INITIATIVE, GROUP OR ISSUE?
Submit story ideas to Street Cred by visiting CRED’s blog at www.
credmagazine-philly.com for a form and the upload site.
RUN A BUSINESS OR ORGANIZATION?
Advertise your business, organization or services. CRED’s advertising
rates start as low as $150—70% less than local magazines and
newspapers. Want to reach a young adult audience? Hit 30,000 at once
by taking out an ad in CRED.
INTRODUCING
CRED APPROVED
FROM DANCERS AND DESIGNERS TO MAD SCIENTISTS AND CLOWNS—
CRED KNOWS THE BEST OF PHILLY.
CRED Approved helps young professionals reach out and share their businesses
and services with the Philly market. Because we have the scoop on Philly’s top
performers, designers, educators and artists, CRED knows that these young
people are: Reliable. Personable. Professional.
HOW DO WE KNOW THAT OUR CRED APPROVED ARTISTS, WRITERS,
PERFORMERS AND ACTIVISTS ROCK?
Because we’ve worked with every single one of them!
WHAT’S IN IT FOR THEM?
Each CRED Approved professional will have their name seen by city officials,
art organizations, non-profits and local businesses. It’s a gigantic leg up on
networking and building a portfolio or references.
CRED IS THE CONNECTOR.
NEED TO CONTACT US OR GET MORE INFO?
[email protected]
credmagazine-philly.com
CRED Magazine does not facilitate any exchange of money or services.
We’re simply here to support Philly youth by attesting to their awesomeness!
OUT. AND ABOUT.
There’s cameras, there’s lights, it’s all exciting to me.
This goes beyond my wildest imagination for what we would be creating.
–Asil Lawrence, CRED Contributer, at the CRED One Launch Party
CRED ON SITE: 2012
GRANTS / AWARDS
CRED ON SITE brings the pages of CRED
Magazine to life with exhibits, performances
and pop-up shops. In June 2012, CRED took
over the space on 325 South Street through the
Arts on South program. For programs, events
and exhibit details please visit CRED’s blog at
credmagazine-philly.com.
Impact100
John S. and James L. Knight Foundation
The Philadelphia Cultural Fund
SCI Eastern North Microgrant from
Asociacion de Puertorriquenos (Issue One)
Wells Fargo Regional Foundation
The Village of Arts and Humanities
ANNUAL POSTER CONTEST
Each year CRED Magazine partners with a
local community business or organization to
help them do what CRED does best: amplify
their voice and vision. Each contest is launched
online and voted on by the Philadelphia community. Posters can be uploaded online, with
specific requirements varying by each client. If
you are interested in having your business or
organization exposed by Philly Youth, contact
[email protected]
LAUNCH PARTIES
CRED knows how to pack a house and keep
it rockin’. Our first launch party featured
performances by Philly artists Khemist, DJ
Bey, Young Tay and Da Troopa. CRED’s artists, performers, writers and fans came out and
helped us celebrate the launch of the world’s
only youth created and curated art publication.
Become a part of the next launch party and
help support Philly youth and their creative
endeavors.
SUPPORT FOR CRED
COMES FROM…
PAST AND CURRENT ADVERTISERS
POSTER PROJECT
CALL FOR SUBMISSIONS
POSTER PROJECT
CALL FOR SUBMISSIONS
The Arts Garage
BAJ Design
Digital Connectors / APM
Free Library of Philadelphia
Fresh Artists
Foundations Inc.
Headlong Performance Institute
Indigo, by The Blues Babes Foundation
Interface Studio
John & Kira’s Chocolates
KMC Hoops / Philly 80
Leeway Foundation
Lily Yeh, Awakening Creativity
Philadelphia Film Society
Philly Earth
Philadelphia Youth Media Collaborative
PhillyCAM
POPPYN
Temple Ad Club
CRED
IS THE MOST INTERESTING
PROJECT FOR YOUNG PEOPLE IN PHILLY.
Timothy Valshtein, CRED Art Contributor, Age 19
THE PHILADELPHIA CULTURAL FUND IS PROUD AND
EXCITED TO BE SUPPORTING THIS BEAUTIFUL MAGAZINE
AND INNOVATIVE PROGRAM.
JUNE O’NEILL, PHILADELPHIA CULTURAL FUND
CRED, WHICH IS QUICKLY STAKING A CLAIM AS PHILLY’S
FIRST PREMIERE ARTS AND CULTURE MAGAZINE EDITED
BY AND FOR YOUNG PEOPLE, IS SERIOUSLY LEGIT .
KATHERINE ROCHESTER, PHILADELPHIA WEEKLY
[ COVER]
Top: Artwork by Ceaphus Stubbs, 22
Bottom: Artwork by Tom McQuaid, 25
[ INSIDE RIGHT, FROM TOP, LEFT TO RIGHT]
Caitlin McCormack, 24; Priricilla Ward; Allison Zuckerman, 21;
Lauren Miller, 19; Katie Kalupson, 19; Tali Purkerson, 25;
Ceaphas Stubbs, 22; CRED Article on Reggie Johnson of Firenation
THE VILLAGE
OF ARTS AND HUMANITIES