I received my November 2020 issue of Bluegrass Unlimited yesterday. Now that it is being published by the Bluegrass Hall of Fame & Museum, one could expect a few changes in the appearance. Well, a lot has changed visually, and here’s my take on it.
A first glance at the cover tells you that there is a new sheriff in town. Gone is the laid-back look of a sit-down magazine. Instead, we are treated to a more in-your-face look. The use of multiple fonts can give your eyes a workout, to say the least. The design leans more toward a fashion magazine. Instead of simply stating who or what will be covered within the pages, the cover shouts what is ahead with subtitles.
Opening the magazine, one can see that larger advertisements for instruments and accessories seem to remain the same, although there seems to be a lot less of them than before. This could be due to the Coronavirus (lack of festivals scheduled for 2021) or an editorial choice. There are also a lot less half- and quarter-page ads. The departments in the early pages (General Store, Notes & Queries) are still there, although it is a bit confusing to read with all of the new fonts on text and titles. Also, before N&Q, there is a new column called The Tradition that seems to be an op-ed style essay on a specific time/date in bluegrass (in this case, it is about one of Bill Monroe’s quotes and how it originated).
Featured articles are now each part of a section. Before, there seemed to be a flow of the cover story, a few other artists’ stories, an article on a popular festival, then concluding with a bluegrass gospel artist profile. Now, there are sections on The Artists, The Sound (apparently covering instrument makers and dealers) and The Venue (covering festivals and concert halls). As for the artists, there are the usual A-list articles, but there is also an article on Lindsay Lou, a performer more in line with the jamgrass and progressive grass culture – something not usually found in the previous incarnation of the magazine. Personally, I like seeing a more diverse listing of artists. I was finding the previous coverage a bit tedious, with some artists being interviewed only a year or two after an earlier article. However, I do see the possibility of some traditionalists complaining.
The rear of the magazine contains the stalwart inclusions of reviews and the national survey. As for the reviews, there seems to be a lot less included, with only the more outstanding albums appearing. The old BU used to have a good handful of mini-reviews that were helpful to interested parties. Also there are no book reviews, only announcements.
This issue includes the yearly Talent Directory. In previous years, the directory was about a dozen pages of small print listings of artists that sent in their particulars. This year, the print is bigger, there are a lot less artists listed (deadline concerns?), and a few of the more popular bands have photos along with their listing. My listing is in there (actually, it is in there twice due to a printer error), but I do not remember an offering of publishing a photo for payment (the listings are free).
There is one big amateur slip-up here. An article in the Tradition section covering a tribute to guitar luthier Preston Thompson was incomplete, with no “continued on page XX” or conclusion. Given that it’s the premier issue from the HOF, one can understand, but the managing editor Dan Miller has handled print magazines in the past and should have caught this before sending it to printer. He does have an editorial introduction at the front of the magazine outlining the intent of the publication. These op-eds rarely appeared in the previous incarnation of BU, so it will be interesting if this continues.
Overall, one could see that the magazine is looking to get more readers, especially ones outside of the normal bluegrass scene. One thing is for sure, it does not look anything like the old style. In fact, one could easily mistake it for American Songwriter Magazine, as the look is nearly identical. The editorial slant also seems to lean more toward its Americana counterparts than the magazine ever did previously.
Only time will tell how BU will weather the future. As it is the only true print magazine covering bluegrass exclusively, readership should not change much. They may gain some hipster types but lose some hard-nosed traditionalists. If they are trying to be more like AS, I do hope that they don’t follow its editorial path and become a lot more politically liberal based. That is the reason I stopped subscribing to AS. I wanted to read about music in a music magazine, not politics.
Chew on it and comment.