Legendary dance music magazine Mixmag is the focus of an upcoming show at Outernet London. Commemorating 40 years of the pioneering publication, the exhibition will display the entire history of its covers on the most advanced screens in the world.
Whether you’re a newcomer to dance music who wants to explore its rich history, or you’re an old-timer who can remember living through its explosion onto the scene the first time around, there’s plenty to enjoy at the upcoming Mixmag retrospective at Outernet London.
Opening on 10 November, this exhibition takes a timely look back at the magazine that spearheaded club and dance music culture, Mixmag. Launching at the Now Building, the exhibition will see over 100 of its front covers displayed on the most advanced screens in the world, with artists such as Madonna, Fatboy Slim and Bjork dominating the 23,000 square foot screens split across four storeys.
Having started as a DJ newsletter in the early 1980s, Mixmag predates the invention of house music. Its first printed edition appeared on 1 February 1983 as a 16-page black and white magazine, with a cover featuring R&B and soul group Shalamar.
Music royalty Elton John was counted among its early subscribers, and Mixmag quickly became the most influential publication for dance music in the world. This 40th-anniversary celebration, created in partnership with the charities ADOT and CALM, is a chance to experience both the music and the magazine in a visually unparalleled way.
“As the world’s biggest, longest-running and most respected dance music media brand, our 40 years of covers tell the history of nightlife, from the birth of acid house to the rise of the superstar DJs, from the early discos and warehouses to the global festivals and arenas,” says Nick Stevenson, Mixmag’s’managing director.
“It’s our honour to open our archives and showcase the most iconic collection of covers and streams – and while doing so, raising money for CALM, a charity that does incredible work for suicide prevention, bringing people together to show life is worth living.”
The decision to host the exhibition at Outernet will help to bring Mixmag to a wider audience, as the venue is on target to be the number one visitor attraction in the UK, overtaking even the likes of the Natural History Museum and the British Museum.
“As an entertainment district, music is at the heart of what we do at Outernet,” says Sam Webb, Head of Marketing Campaigns at Outernet Global. “So, it’s a pleasure to partner with our friends at Mixmag as they celebrate an incredible 40 years at the forefront of the dance music scene.
“We’re thrilled to be able to showcase their journey through the decades of global club culture right here in the heart of London. To do this whilst raising money for CALM, who champion building communities & bringing people together, is the perfect fit.”
CALM, the Campaign Against Living Miserably charity, is not the only partner behind the exhibition. ADOT, which has a history of creating thought-provoking campaigns that make a difference, has also given its support as part of its wider goal to bring people together during the epidemic of isolation.
“ADOT is dedicated to making a positive change to the world with an aim to encourage acceptance of the similarities between us rather than the small differences to undo the epidemic of disconnect and conflict that confronts the world,” it says.
In partnership with Outernet London, ADOT is proud to be part of the Mixmag exhibition, bringing people together to raise awareness and money for CALM, a charity that shows life is worth living. ADOT is focused on broadening a sense of community; we expand a greater sense of identity and, in turn, shine a light on isolated problems collectively.”
