The release of the first issue of Edno Magazine ten years ago was tantamount to a mini-revolution in the Bulgarian media market. Lifestyle magazines were already in vouge, but Edno was different. Even today, it is the only magazine that combines high-quality original writing, a varied selection of topics, innovative design and good photography. Over the past decade, Edno has served as a radar detecting new trends in contemporary culture – there is hardly an interesting Bulgarian artist who has not been featured in its pages or created a project for it. Over time, however, our magazine has not only grown up, but has also expanded from a printed media to a platform: the producer of five festivals that successfully stage EDNO’s basic themes live. This anniversary offers an opportunity for reflection. For us, all false modesty aside, the bottom line in unambiguous: Edno is the basic forum for everything significant, curious and new in contemporary culture, while its printed form serves as a record of everything that is going on in our cultural life. Through us, the most interesting artists and authors reach you. Precisely this has inspired us on the occasion of our tenth birthday to release our largest issue to date (instead of the usual four quarterly editions): The Bulgarian Nouvelle Vague – a bilingual book (in Bulgarian and English) which presents 101 representatives figures from the avant garde of contemporary Bulgarian culture. Some of them are already established names enjoying international recognition, while others are only now coming into their own after a promising start. Together, they form the Bulgarian new wave of artists, musicians, filmmakers, dramatists, choreographers, writers, photographers, designers, and architects. Until now, such a study of the Bulgarian independent scene has not been undertaken – we hope it will contribute, at least in part, to the reduction of mass ignorance about processes within the cultural sphere in Bulgaria. We’ve set a further goal for ourselves: to challenge old-fashioned ideas of what culture is, since such outdated ideas lead to a lack of understanding and hence to a lack of support for the new generation of Bulgarian artists. Our selection does not pretend to be exhaustive or objective – on the contrary, the selection illustrates our personal taste and our understanding of quality, which is often at odds with the status quo.
Available from December 10 at +tova, Hip Hiip atelier, Ecru shop, Kanaal - bar & hoste, the bookstores Nissim, Balgarski Knijici and Greenwich, art club Tam in Veliko Tarnovo and Artnewscafe in Plovdiv. Buy online here.