‘We’re not here to fit in. We’re here to stand out.’ MIKE MUIR – SUICIDAL TENDENCIES – JUICE MAGAZINE
HISTORY: Since 1993, JUICE MAGAZINE has been dedicated to illuminating those who face resistance from the mainstream. Readers want something real and true. We give them great stories backed with the talent of the heroes of skateboarding, surfing and music who have been to the mountain and stayed to dominate.
The JUICE MAGAZINE staff includes some of the most legendary names in skateboarding, surfing and music. The honest approach of their stories and photos make JUICE MAGAZINE more than just a magazine. JUICE MAGAZINE is full of the some of the most interesting skateboarding, surfing and music journalism you’ll ever read.
Juice Magazine began in 1993, and since then the magazine has grown into one of the most credible surf/skate/music publications in the country. Juice Magazine, brainchild of Terri Craft, was started with just $500 and an idea to create an underground magazine. From the beginning, Juice has been devoted to the culture of sound, surf and skate.
While still a fledgling publication, the magazine won its first battle against an unlikely foe. Less than six months into life of the mag, they were faced with a battle for their own name when O.J. Simpson filed for the rights to a blanket trademark of the word ‘Juice’. However, O.J. soon had more pressing legal issues…
In 1996 and 1997, Juice hosted the Mid Atlantic Sound Surf Skate Symposium (MASSSS), a cultural festival and surf, skate, music trade show featuring over 200 bands as well as skate demos with Tony Hawk and Chris Senn. The festival drew 8,500 the first year, and 10,500 the second year. MTV was on hand to tape the event and Juice Magazine became one of the first to broadcast a music trade show live on the Internet via Sonicast.
In 1996, Juice Magazine relocated to New York City, where its popularity continued to grow. During the New York years, skateboarding legend Jim ‘Murf’ Murphy, and Juice Magazine Assistant Editor, Dan Levy joined the Juice team.
Juice Magazine continued to produce, promote and sponsor a variety of successful events. The Dave Matthew’s Easterfest, hosted by Juice Magazine drew 15,000, while the Urban Phenomenon event drew 11,000 in Los Angeles. Five and Alive at Riverside in NYC raised money to build on to the Riverside Skatepark and the Soulfest raised enough money to build a house for Habitat for Humanity.
Along with many other charitable contributions throughout the years, Juice Magazine has donated to the Boys and Girls Club of America, the Venice Skateboarding and Surfing Association, the Surfrider Foundation, Burnside, Riverside Skatepark, FDR, Channel Street and Habitat for Humanity.
In 1999, Juice Magazine moved its operations to the home of sound, surf and skate, Venice Beach, California and jumped into the battle for a skatepark in Venice. The Juice Magazine Venice Skate Park rally collected signatures to show support for a public skatepark in Venice, CA and a multitude of events created awareness for the cause. This, along with many other activities spearheaded by the VSA (Venice Skateboarding Association), concluded in the opening of the new Venice Skateboard Plaza in Venice, CA on Oct 3, 2009.
In 2000, the one and only Steve Olson joined the Juice team, and brought his unique style to the interview format. Soon after, sk8/surf icons Jay Adams, Jeff Ho, Christian Hosoi, Herbie Fletcher, Dibi Fletcher, James O’Mahoney, Ted Terrebonne and Dave Duncan all began to contribute their expertise to the cause. Guest interviewers have included punk rock luminaries Ian MacKaye of Minor Threat, Jeff Ament of Pearl Jam, Chuck Dukowski of Black Flag and Corey Parks of the U.S Bombs, plus skate legends: Steve Caballero and Jason Jessee.
Through the years, Juice Magazine has had the great honor to work with the best and, at the same time, has earned accolades in several significant publications, including Rolling Stone, Entrepreneur, CMJ, Men’s Journal, Musican’s Guide to Touring and Promotions, Hits, People and MTV.com.
In 2006, Juice Magazine was contacted by the Smithsonian Institute to assist with a skateboarding exhibit for the Smithsonian’s National Museum of the American Indian in New York and D.C. The events were so successful that an international touring of the exhibit has been announced.
The Smithsonian Institute endorses Juice Magazine 100%, and we are proud to have assisted in an exhibit that featured the first skateboard ramp inside the museum’s hallowed halls. “‘Juice Magazine is the only skate magazine used by the Smithsonian Institution (the largest museum and research institution in the world) That’s right. Juice is the best, the only, the smartest, the last word.” – Betsy Binckley – The Smithsonian Institute.
Juice Magazine remains one of the only magazines to combine music, surfing and skateboarding culture with a philosophy of giving credit to the true pioneers and innovators of skateboarding, surfing and music and keeping it punk.
Dedicated to the core,
430 RIALTO AVENUE
VENICE, CA 90291
JUICE MAGAZINE EDITORS
QUOTES FROM JUICE MAGAZINE
‘We’re not here to fit in. We’re here to stand out.’ – MIKE MUIR – SUICIDAL TENDENCIES
‘I am trying to stay committed to the idea of the underground. I don’t want to just polish up this gift and sell it to somebody. I’m trying to keep it in good shape so it can be handed off to somebody else.’ – IAN MACKAYE
‘Skateboarding rules. Take advantage of all it has to offer.’- JAY ADAMS
‘They grew to respect what I was doing because I stuck to my beliefs.’ – JELLO BIAFRA
‘Journalists can change the perception of history. Even looking back at American history, I wonder if what I’m reading is real. Its too bad there weren’t punk rockers at the turn of the century or during the Revolutionary War.’ – AGENT ORANGE
‘Juice is the only magazine worth reading.’ – DUANE PETERS
‘The truth is the truth and I won’t let you pretend otherwise.’ – TED NUGENT
‘So, I was picked Skateboarder of the Year. I picked my nose. I slung my boogers. T.A. threw his trophy in the trash. We didn’t care. Next thing you know, our popularity was even bigger than ever.’ – STEVE OLSON
‘Take back our country. Take back our lives. People need to start taking the bull by the horns and reclaiming control of their own lives and not feeding it to the corporate forces that feed them corporate bullshit all the time on TV…. That means not showing up and voting. It means don’t hate the media, become the media. It’s not only reading and supporting independent and underground zines and communicating on the net, it’s means going one on one with your family and the people you know at work or at school and telling them why you’re down with what you’re down with.’ – JELLO BIAFRA
‘We were the guys that got beat up at school or got picked last for the team but we were aggressive people with our music. It was our way of getting back at all of the jocks that were getting all of the girls. It was our way of shooting them down. Black Flag was my gun.’ – KEITH MORRIS – BLACK FLAG / CIRCLE JERKS
‘What I love the most is that some things will never change because they’re from the heart from the very beginning. It isn’t just something that I did or I was into. It’s my life. Everything that I do has the motivation, dedication and onslaught to destroy, handle and produce that skateboarding brought to me and I’ll never let go of it. It’s my life.’ – CRAIG JOHNSON
‘Anyone can document anything, but if you want it be real, it’s got to be done by the people who are doing it.’ – GLEN E. FRIEDMAN
‘That was the difference between us and them. We had soul. We had history. We had nostalgia. We had a legacy to carry on.’ – JOEL TUDOR