Reform the Funk is the platform for voices that need to be heard
A feast of visual and sonic inspiration, Reform the Funk is a new platform for lovers of culture. Founded as an antidote to mainstream media, the young London-based creative collective behind it are stepping forward to define what representation and diversity really means in 2018.
Through an artful, considered lens, the site offers a window into trends and creative movements around the world. Bespoke videos and editorials spotlight the talent impacting pop culture right now – from Chicago upstart CupcakKe to Ghanian songstress EFYA.
We caught up with the mysterious collective shaping the vision to find out more.
Hi guys, what is Reform the Funk all about?
The platform was born out of frustration with mainstream media appropriating and misrepresenting cultures leading to stories not being told in their most honest form. We aim to take ownership of our narrative; giving others the platform to document their stories and make work that truly represents them. The team is a collective of individuals who are culturally diverse, educated and passionate sharing their perspectives in their respective disciplines from photography, fashion, art, film and more.
Reform The Funk serves as a reference journal of culture. We showcase and celebrate identities in their truest form, asking questions other platforms shy away from, delivering in-depth, honest and though provoking content. Stories are told by those most passionate and well positioned to tell them; visual identity is at the forefront of our expression.
How would you describe the guiding aesthetic for the site?
Aesthetics always come second to the base. The original idea or concept drives everything we do. Still, we do put a lot of emphasis on how visually things look. We strive to create powerful and timeless artwork to narrate stories. We aim to create imagery that people will refer to; almost like a coffee book but in digital form.
Why did you feel that this was the right time to create this?
A platform like this is long overdue as mainstream media has been misrepresenting culture for years. It’s a necessity to take back ownership of our narratives and give credit to real cultural influencers and icons.
In what ways do you feel the mainstream media not catering to or reflecting your audience?
Mainstream media typically offers quick, bitesized news but our audience is eager for intriguing and well informed content. We pride ourselves on creating interesting and timeless content told by someone who has knowledge on the topic. We feature a wide range of subject matters that have meaning and substance rather than topical and fleeting stories which has become common in today’s social media driven broadcasts.
Back in the 1990s there was more of a thriving scene of platforms for black culture – from Blues & Soul and Touch, to Echoes and Vibe. Do you think there’s the opportunity for equally powerful media brands to be built in this era?
Yes definitely, we are living in a time were it is easier to connect with individuals from similar sub cultures or shared interests. Those amazing subcultures were built and sustained because people and ideas were at the core of they represented. As long as we continue to control how our stories are told, then more organic and authentic brands will stay at the forefront of culture.
Are there any talents you work with that we should be following right now?
@musathefilmking
@Ejatushaw
@kimlangstudio
@bdblggr
@marcusebanks
What have been some of the creative highlights on the journey so far?
In October 2017 we curated our first exhibition, Space, for which we commissioned and collaborated with British Muslim photographer Ejatu Shaw’s project, Polly, which explores what it means to be Black, British and Muslim through a photographic study of portraits. The project was picked up by Dazed and Afropunk among others, and currently stands as her most well-received project to date.
What does representation mean to you in 2018?
Representation is being included in conversations. It’s more than being seen, it is being heard and having your voice be accepted and respected. Representation is not having to filter your narrative in order to pander to others. When you are represented you are free in your expression.
What’s ahead for you guys?
Our goal is always growth. To retain our moral integrity, placing honesty and importance of story over any hype or buzz and continuing to tell untold stories and have them reach a wider audience. We want to develop our team and see them reach their full potential. The way we support our team is by ensuring that they are leading the project, and we do everything in our powers to nurture them and bring them closer to realising their vision, we like to give people space for creativity, and let them come to their own conclusions and figure things out for themselves, we just support in whatever way we can.
