BrainHeart is the strangest magazine I read these days. It’s a glossy Swedish magazine funded by one of the big Euro wireless venture capital firms. It has this crazy aspiration to be a muddy mix of Wallpaper*, Red Herring, Fast Company, Wired, and What Mobile?. All the articles are written in a eurojetsetting Scandlish intonation: perfectly grammatical with a plodding sing-song quality. “Let’s assume that we would like to take a wireless tourist tour through Stockholm’s 750-year-old Old Town, Gamla Stan. What would the tour look like?”, begins one rip-roaring read. Every cover has a man and a women from the endlessly dull business world of Swedish telecoms, wearing these perfect clothes, perfectly photographed in perfect settings. The articles are all about building telcos “with brain and heart”, but it’s mostly just “wouldn’t it be great if we could all be nice to one another, and guess how many Kronor I just spent on my new headset?”. I can’t put it down. I haven’t been as simultaneously revolted and fascinated by a publication since the rise of the Mexican Death zine. Get a BrainHeart subscription for free, and share my confusion.
Currently:
brain, heart, and a five figure photography budget