42 beLOFte of the Year 2022 Ode to innovators At the jury meeting of the live presentations on 9 November, one theme was high on the agenda: who are the innovators of the profession and - above all - what is their strategy? Because magazine brands are changing and that includes talented people who drive and shape this change. At the offices of fonk magazine, five highly varied top talents presented their strategies. They placed the beLOfte jury before a difficult choice. For: which talent outshone all the others? And: who became the 2022 runner-up? On the following pages it’s all about today's magazine talents and the mission of the Lucas-Ooms Fonds in a time characterised by winds of change. Previous winners beLOFte 2021 Isabelle Udo (founder and creative director VideOrbit Studio) 2020 Arjun Chadha (founder Get Familiar Magazine - Oxygen Media) 2019 Bret Hartman (Designer Libelle) 2018 Onno den Hollander (Editor Quote, now writer at Eigen Werk) 2017 Emiel Brinkhuis (Winq - MediaMANsion, now Business Leader Ogilvy Social Lab) 2016 Pieter Zwart (Data journalist VI and at Catenaccio.nl, now Editor-in-Chief VI) 2015 Renee Bijlsma (Libelle project editorial coordinator, now freelance interior designer) What are the current changes in the magazine world? How would you best describe the current evolution? Most importantly, it's all about media brands now. People don't subscribe to a magazine but find themselves being part of the brand's world. You no longer flip through a magazine about truckers, photography or sewing every week, but you attend events on the topics that interest you, you watch videos ànd you read the stories in the magazine that match them. This development has been going on for some time and is being driven by new talents who can arrange and put it all together; often simultaneously. thinkers and doers And so the jury of the beLOFte looked first in a written round and then during the live presentations for talents who don't shy away from making a vlog about the best children's book authors, a podcast about the best tactical variations in football, or who go live on Insta because they can turn an old piece of furniture into a new design form. Talents who think up the stories or events the day before yesterday, arrange a camera
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