Founder: Evgeny Leonovich
Federal online media about modern culture. There are articles about music, movies, books, theatre, interviews, as well as useful tips, photos and much more.
From the very beginning, you need to proceed from what is interesting to the project author, what he knows what's what. In case with Subculture, it was like this: from elementary school I was interested in the music press, I asked my parents to buy various magazines. A little later, I started making music myself, and at the same time, the dream of creating my own media, an analogue of the Western Rolling Stone, was born, which I made come true at the age of 23. For the first year, I led the project alone. I was lucky, as since 2012, like-minded associates started joining, and over time the team increased to 50 people (photographers and journalists).
The main "pitfall" is that such projects, as a rule, do not have permanent sources of funding, are produced mainly due to advertising revenue, as well as donations from readers.
Such projects are needed primarily for the preservation of our culture and the development of its various directions: from rock music to ballet. Our project supports both young artists and established stars, and also helps young journalists and photographers to unleash their creative potential and decide on the choice of a future profession.