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| FADER | |
|---|---|
| Name | FADER |
| Type | Magazine and digital media |
| Format | Print, Digital, Video |
| Founded | 1999 |
| Founders | Rob Stone, Jon Cohen |
| Country | United States |
| Headquarters | New York City |
| Languages | English |
| Website | fader.com |
FADER is an American music and culture magazine and digital media company founded in 1999 that documents contemporary popular music, emerging artists, and related cultural movements. The publication has operated across print, web, and video platforms, producing longform journalism, photo essays, interviews, and curated playlists that connect underground scenes to mainstream outlets. FADER has collaborated with festivals, record labels, broadcasters, and fashion houses to amplify artists and trends across North America, Europe, and beyond.
FADER was established in 1999 by Rob Stone and Jon Cohen in New York City, emerging in the wake of late-1990s shifts in the music industry that included the rise of digital distribution and independent labels. Early coverage intersected with scenes around Brooklyn, Los Angeles, Atlanta, and Detroit while profiling artists who later worked with institutions such as Def Jam Recordings, Interscope Records, and XL Recordings. Through the 2000s FADER built relationships with photographers and editors linked to publications like The Fader's contemporaries at Rolling Stone, NME, and Spin, while also engaging with broadcasters such as MTV and BBC Radio 1. Strategic partnerships with brands and events including SXSW, Coachella, and Pitchfork Music Festival expanded its reach. In the 2010s FADER launched video series and print specials while navigating acquisitions and investment from entities connected to Billboard and private equity groups based in New York City.
FADER's editorial voice emphasizes cross-genre curation, tracing links among artists in hip hop, indie rock, R&B, electronic music, and global popular forms. Coverage frequently highlights scenes associated with Atlanta producers, London grime collectives, Los Angeles beatmakers, and Kingston, Jamaica reggae-influenced innovators, situating them alongside veterans from New Orleans and Detroit. The publication has documented stylistic movements tied to artists connected with labels such as Young Money Entertainment, Top Dawg Entertainment, Dirty Hit, and Warp Records, and has drawn on photographers and filmmakers with credits on projects for The New York Times, Vogue, and HBO. FADER's tastemaking role references the trajectories of artists who later collaborated with figures like Kanye West, Beyoncé, Kendrick Lamar, Adele, and Frank Ocean.
FADER has produced numerous print issues, digital editorials, and video projects, including its flagship magazine issues, the annual FADER Fort sessions at SXSW, and exclusive premieres of singles and videos. Collaborative releases include compilation albums and mixtapes featuring emerging talents who later signed with companies like Atlantic Records, Columbia Records, and Republic Records. High-profile projects have included studio sessions and photo shoots featuring artists connected to Nike campaigns, partnerships with Adidas, and sponsored editorial series tied to festivals such as Glastonbury Festival and Lollapalooza. FADER's video output has showcased live performances and documentaries involving directors and cinematographers who have worked with A24, Netflix, and HBO Films.
FADER's coverage has influenced mainstream and underground perception of artists and movements, contributing to breakthrough moments for musicians who later appeared on charts compiled by Billboard and playlists curated by Apple Music, Spotify, and Tidal. The publication's photography and features have been cited in exhibitions and retrospectives at institutions connected to Museum of Modern Art, Smithsonian Institution, and regional galleries in Los Angeles and London. FADER's role in shaping tastemaking has intersected with profiles of artists who subsequently performed at venues such as Madison Square Garden, The Hollywood Bowl, and Royal Albert Hall, and has been referenced in academic and industry discussions alongside research from Pew Research Center and trade reporting in Variety.
FADER operates through a mix of advertising, branded content, event promotion, and subscription revenue. Strategic alliances with fashion brands, record labels, and technology platforms have supported sponsored series and ticketed concerts, while editorial partnerships with outlets like iHeartRadio and broadcasters such as NPR have broadened syndication. Events include curated stages at major festivals and proprietary showcases such as the FADER Fort, which has hosted artists promoted by agencies including CAA and WME. The organization has navigated industry consolidation and changing ad markets similar to those affecting companies such as Vice Media and BuzzFeed.
FADER has featured early and sustained coverage of a wide array of artists, producers, and photographers. Performers and creators profiled include figures who have collaborated with Drake, Rihanna, SZA, Tyler, The Creator, Lorde, Billie Eilish, Travis Scott, Childish Gambino, A$AP Rocky, Solange Knowles, and Janelle Monáe. Journalists, editors, and photographers associated with FADER have worked alongside publications and institutions such as The Guardian, The New Yorker, Time, GQ, The Washington Post, and academic programs at Columbia University and New York University.
FADER and its contributors have received industry recognition for journalism, photography, and multimedia production, appearing in award contexts alongside honorees from The National Magazine Awards, Webby Awards, and music industry accolades such as the Grammy Awards for artists covered in its pages. Projects and photography from FADER have been shortlisted or exhibited in forums linked to PDN Photo Annual and media festivals partnered with SXSW and Cannes Lions.
Category:Music magazines published in the United States