Eulogy by BULLETT Editorial Director Alex Weiss


Eulogy by BULLETT Editorial Director Alex Weiss


I’m going to take a page from Alcoholics Anonymous and take inventory of our current situation: Donald Trump is in office, Hollywood is burning, Kevin Spacey is a perv. Honestly, we’ll all probably be blown up by the end of the year, anyway. So, in true BULLETT fashion, we’re going out first.

I got my start at BULLETT long after its heyday, after my last band broke up. Lost, I figured I might as well get an internship, since, you know, I went to college and shit. When a friend connected me with the publication, I figured I could sell out without selling my soul by working at a place I actually thought was cool. And it was kind of poetic—every morning, I bought cigarettes down the street from my 10th street apartment at a bodega-cum-newsstand with about 50 BULLETT covers with Tavi’s face on them, graffitied all over the front door. Of course, that was probably because the owner wanted to hide his loosie operation, but in my mind, it was fate. Then it really was. Working with Idil, I found a sister that was as critical of the industry as I was—and just as insane. Soon, I was working 17-hour days as the Editorial Director, trying to keep BULLETT from rolling over.

During this time, pretty much every person in my life—both friends and family—would constantly ask me why I worked so much, especially with such few resources. I still don’t have an answer, but the truth is: I believed in it. That alone, made 7-day work weeks, begging for studio spaces, paying for clients’ coffees and firing unbearable interns, completely worth it. After two years, I’d be lying if I said I wasn’t tired, but I’d gladly keep going, because if BULLETT doesn’t exist, where are you going to find honest critiques of the shit Demna Gvasalia’s peddling? Who is going to call out shit like Coachella or Frank Ocean? And what other publication is going to tell the interns to be ‘more cunty?’

As I watch most media outlets fall victim to advertising restrictions and corporate restructuring, I’m even more aware of the artifact we’ve become. What makes BULLETT so special—besides our focus on emerging talent and of course, our unique aesthetic—is the lack of loyalty we have to anyone but ourselves and our audience. Since its inception, BULLETT has never taken jobs that would determine its opinions, and we’ve always refused to be nice for the sake of the brand, even when it cost us clicks. But to survive in this industry, you have to Kover the Kardashians and kowtow to likes over everything else. As sad as it is to see BULLETT shudder, I’d rather we go out kicking and screaming than evolve for a world we don’t believe in anymore.

The reality is, media is dying (and all of us are, too). Still, even in a world of likes and influencer marketing, where a new mainstream magazine closes down everyday (RIP Teen Vogue, as of earlier this month), BULLETT is still thriving. The fact that we’re actually growing, shows there are still people out there who want what we’re selling. And the fact that we’re bowing out anyway, well, I guess that shows we’re even more punk than you thought.

-Alex Weiss, Editorial Director of BULLETT



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