Description
Независимый цифровой и печатный журнал о российской электронной сцене
The project grew out of my interest in music and research I conducted, which revealed that beneath the familiar names in the information sphere lies an entire, almost unheard scene. The electronic music scene is undergoing a new wave of transformation: experimental tools are emerging, algorithms are participating in composition creation (AI), and sound, light, and digital art are becoming a unified whole.
Ideology
ERA Hero isn’t just about electronic music—it’s about the people who build the culture around it. We explore: the history, scientific breakthroughs, technologies, and the contemporary scene. We introduce new names, especially from regional scenes, and tell the stories of those working behind the scenes. We are committed to honoring the individuals who have dedicated their lives to music—from the inventors of early electronic instruments to the unsung heroes of the modern scene whose contributions deserve to be heard.
Naming: bilingual acronym
ERA magazine — Electronic Russian Association
The name refers to the early associations of domestic electronic musicians and Arseny Avraamov’s ideas about a «new era» of music. ERA represents a period of fundamental change. Today, the name reflects the transformation of the electronic scene that we explore and document.
Relevance
Music cannot be touched, yet a vinyl record makes it material for a fleeting moment. We have become accustomed to perceiving music as a small thumbnail on a screen within an endless feed. In this digital torrent, the sense of value inherent in the musical experience itself is lost. The journal can become such an object—a tangible artifact of the musical sphere.
Archetypes
Seeker — 40%
ERA seeks unknown talents, investigates regional scenes, experimental practices, and unconventional cultural connections.
Principle: «We look where others do not.»Sage — 40%
ERA engages with the history of electronic music, scientific discoveries, and individuals whose contributions have been undervalued.
Principle: «To understand the future, one must know the past.»Rebel — 20%
Independence, interest in underground culture, and a refusal to follow only popular figures.
Principle: «While the media chases the mainstream, we go against the wind.»
Target Audience
Russia, ages 18–35 People for whom music is not just background noise, but an entire world. Curious, passionate, slightly obsessed with their pursuits. They search not only for new sounds but also for the stories, faces, and meanings behind them.
Why do they choose ERU? Because they see themselves in our characters. We don’t divide culture into important and secondary based on streaming numbers; we aren’t afraid of complex topics, and we don’t try to please everyone. The new format and a touch of rebellion—that’s what hooks our readership.
Market
Reference
ERA Component
Print magazine (core product) + media + long-form content + merchandise
Timeline
Info
