614 Images via Indira Chamakuri / Photoshoot by Amar Gera //
Truly bringing Aussie creatives to the world…
The perception of the Australian music scene by the outside world is definitely one we’re slightly oblivious to. Oftentimes reduced to outdated stereotypes that in no way encompass the complexity of our creatives, it’s fair to say we more often than not get minimised to a country of bands and so on. And not that it’s a bad thing to be in a band of course, but we’re just so much more than that, and Francesca Nwokeocha is doing everything she can to communicate that to the world.
It’s safe to say her latest venture in 614 Mag has been resonating with all of Sydney and Australia, the biannual cultural exchange highlighting the vast talent our homegrown creatives are brewing with. And not just that, but its a publication that strives to highlight the works of people of colour, to show that the art of Australia goes far beyond the figures touted by the mainstream.
We caught up with 614 Nigerian and Chinese Creative Director & Editor In Chief Francesca Nwokeocha to get deep on 614, what she’s trying to do and her thoughts on the Aussie creative scene.
Check it below.
Since you’re about helping to tell stories and elevate creatives, I feel it’d only be right for you to introduce yourself and 614. So, who is Francesca and what is 614?
My name is Francesca and I’m the founder, Creative Director and Editor-in-Chief of 614 Magazine. 614 Magazine is basically all about connecting Australia to the world. 614 itself represents the phone code to Australia. The aim of 614 mag is to create a platform to showcase artists, creatives and talents in Australia, especially in the music scene. We do focus more on the hip hop scene though, but it’s pretty open to all genres, creatives and talents.
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It’s a pretty time ripe for creatives and storytellers in the Aussie scene right now. Every day you see a new mag or blog popping up. What differentiates 614 from its contemporaries?
At 614 we’re more a storytelling-based magazine. We incorporate artists and creatives from the Australian scene, and we talk about their story like where they come from and their journey into music or whatever artform they’ve landed into, their experience growing up in Australia and so forth. I think the big standpoint is that we’re Australian-focused and we give opportunity to our local creatives to collaborate with other creatives and artists to create something beautiful. That’s the main difference from all the other magazines in Australia. I haven’t come across any magazine that put a massive focus on Australia. Also 614 is strict on creating only our own 614 exclusive content Not only that, but in terms of production-wise as well. We’re very heavy on visual design, and creating a professional creative premium bi-annual product.
614 isn’t only a magazine but 614 is also about building unity and community within the Australian creative scene. Australia is so big, so I’m creating an infrastructure that provides a place for everyone to go to one spot [614] if they want to see, and discover our best creatives and artists work and to support. And also we’re run by people of color, it’s black owned. So that’s definitely another point of difference.
Was there a specific moment the concept of 614 was born? Take me back there.
I was overseas in London for a year working and studying and everyone was super intrigued by Australia. People were shocked that I came from Australia because I’m Black. They were like, “What? I thought you were from America or from the UK.” And people were also so shook that there was a creative scene down here and that people were creating music. People would just think about Australia in terms of snakes and spiders and stuff like that. And I remember I was at this party talking to this videographer/director and he was like to me, “Oh, so you’re from Australia? Oh, my gosh. Who are some creatives and music artists that are popular over there that you know? I would love to do some work down in Australia.”
And at that moment, it took me a solid two minutes to even think of a few names. I remember mentioning Manu Crooks and then B Wise. And then that’s when it really hit me and I was like, “Wow, I really don’t know much about the actual artists that are popping up in Australia.” And that’s when the light bulb moment came and I was just like “There really is a gap in the market. The people and the creatives overseas don’t know anything about Australia. They just think about Australian spiders and snakes.”
I’ve always wanted to be part of the magazine industry, but the Australian magazine industry is very white washed and I never felt comfortable working for such companies. Australia is very multicultural but there’s just not much infrastructural platforms that have helped to really bring that alive and to supply it to the world. So when I came back, I knew I wanted to do that by starting my own mag to highlight the music industry and the creatives here but I had to finish my studies in Visual Communications at UTS first.
I remember talking to a friend from uni about the whole concept of 614, and I asked him what he thought. And he was like “Oh my God, that’s so different. I’ve never heard of a cultural exchange between Australia and the world. There’s definitely a gap in the market.” And he asked his friends about it and they thought it sounded really cool as well. And I thought “okay, cool, I’m going to do it.” Because I know quite a few people in the creative and music industry in Australia, and so I knew it was totally possible.
In terms of the name 614, I didn’t want the name to be a word cause I just feel there are so many magazines with words and names. I wanted it to be a number. I just didn’t know what number. I didn’t know until one day I was walking down the street and I thought about the telephone code and I was like “Yeah That’s perfect.”
I remember calling my friends and my cousin to ask what they thought of the name ‘614.’ They were confused at first but when I told them it’s the Australian dial in phone code they were like “whoa.” And that’s when I knew for sure I had it.
In the process of trying to uplift and put the scene on display, were you discovering parts of it yourself?
Definitely discovering artists, talents and creatives as well. Doing this project has really allowed me to explore our own talents and artists, and actually listen to the music to see what’s going on down here. And the music is popping and our creatives are so talented! So yeah, definitely. I’ve done a lot of learning as well, which is super cool.
You set your sights pretty high with the first cover, aiming to get Sampa The Great. What was the reasoning behind that, and how the hell did you pull it off?
So when I was envisioning the first issue and writing up the artists I wanted, I always had Sampa in mind. I wanted Sampa the Great on the cover. Sampa was the perfect person to be on the first cover because she represents so much. From being a woman who’s thriving in a very male dominated industry but also a Black woman who’s all about uplifting and empowering black people and people of colour. She also is big on supporting Indigenous Australians as well. She’s really an inspiring, powerful force and a gift to the Australian music industry so I had to get her on.
To get her on the cover, I had a friend- shoutout to Glo, who is an amazing artist btw- who used to be her choreographer and she linked me to Sampa’s manager. And I told him about 614 and what I’m trying to do. Also I’m a big manifestor. I was manifesting it. And then he got back to me after like a month and said “Yeah, this sounds sick, let’s do it.” And Sampa was all in.
I think because our values align so well, being a woman, a black woman thats starting something, creating infrastructure that’s made by people of colour in Australia. Yeah, she was all in for it.
I actually had to organize her photo shoot in Australia, because she was in Zambia at the time. So I had to organise a team up in Zambia to do the shoot there. It was super crazy with the time difference and everything. Even though she’s super busy, she was so accommodating, she was like “no, we gotta make this happen. This is a big moment in history.” She and her team have been so supportive from the beginning so I’m super appreciative of them.
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That whole process must’ve been so reaffirming.
Definitely. Because you know, there were many difficult times and many sacrifices made building 614. I remember starting the mag and I had thoughts of if Australia was ready for this? I’ve invested so much time and my own money into this. But then having artists be a part of it, like Sampa and her whole team be behind the whole movement, was just really reaffirming. It was like “okay, I’m actually on the right track, it’s happening.”
The first time you got your hands on that first pressing of the mag, what went through your head?
I thought I would full cry… But I didn’t. I got it and I was just so exhausted because I don’t really have a solid team yet at 614. Which I really want, I need to get a team [laughs]. I did have a lot of collaborations and stuff. I did have a lot of people helping me out, but a lot of it was mainly me. I was doing a lot with the designs and overseeing everything. So when I got the first issue, I was just like “Finally.” I was just tired. But, it was really good to just see it in the physical and be like “okay, cool.”
I think another thing is that I’m a very future-oriented person. I tend to not stay in the present as much. I was already thinking about the next issue when I was doing the first. So having the first issue in my hands was really great. It was nice to see it. I think the emotion was more just “Finally, Issue One is done.” Just a sense of relief and being like “okay, I actually pulled this shit off, that’s mad, and now onto the next one.”
It features such a wide array of musicians and contributors, it’s really highlighting the champions of the underground. How did you go about reaching out to the respective contributors and pulling the whole thing together?
So most of the contributors, I do know personally, except for a few I met through Instagram and stuff. But the majority of them I know personally and basically I just pitched them the idea of 614. Obviously I had to get it approved from the artists first, before I reached out to the team. And I’d be like “Yeah, the artist is up for it. If you’re keen to be a part of it, create something that’s going to be for 614 and actually create something that’s for Australia.”
Seeing all the contributors and artists at the 614 mag launch was so special. You could tell there was a genuine love for the 614 ethos and the support was intoxicating. What was it like for you on that night? After all the months of bringing this together?
It was a mixture of emotions for me… I was so exhausted and stressed that night, just setting up the whole launch and I was having issues with the venue owners. But at the same time, just seeing everyone pull up and pull through was so great.
I think it was just overwhelming and it was the first sense of being like “Wow, this is really here,” after months of covid and being locked in my room everyday to finally coming out from behind the screens to meet everyone. Like when I put out the invitations and everyone was going crazy on RSVPing, I think that’s when the emotions came and I was like “oh my gosh, I feel so overwhelmed, yet so proud.”
And also, I don’t really like the spotlight that much. But then actually going there and seeing everyone pull up was so beautiful. It was really great. Seeing 614 bring everyone into this one place brought that sense of community. And that sense of love. To this day, I’m still in disbelief about all the support and love I have been getting. It’s crazy.
Since that night and since the release of that first issue, what’s the response been like? Have things changed for you at all?
I was super shocked by the response. I knew it was going to be good, but I didn’t expect it to grow so quickly. And so many people are really loving the vision and loving what 614 is doing. And the people on Instagram as well just sharing and showing love. People are just being part of the movement. Yeah, the response has been really surprising, but also not a surprise if that makes sense.
I’m just expecting that it’ll continue to grow. I’m not really worried about what’s next because I feel like it’s now almost solid.
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(We actually shot the 614 launch party. Check out the full gallery here)
What’s in the works for issue two? What can we expect to come up for 614 in the short and long term future?
I don’t wanna reveal too much, but Issue Two is coming out in November. And yeah, basically what to expect is, for one, definitely more content. More creativity. More collaborations with different people as well, a more diverse group of artists. That’s for Issue Two.
Short term is having Issue Two completed and getting the magazines into more stores. Long term I would say is growing a stronger 614 community and growing the team to become a creative powerhouse.
Just to focus on you as we cap off, although you’re about elevating other creatives, I think it’s definitely worth mentioning how much you’ve accomplished on your own. Can you give us a quick summary?
I originally wanted to do fashion, so I interned at a fashion public relations agency straight out of high school in 2016. And then I interned at Russh magazine, which was pretty cool, whilst studying Visual Communications at UTS. And then I went to the UK and studied fashion photography. I actually wanted to intern at another magazine in the UK, but I somehow ended up in art direction with Ash- an amazing Art Director in London. She does a lot of work for music videos,short films, and advertisements. and I was her assistant over there in the UK. My first job was Skepta ft Nafe Smallz ‘Greaze Mode.’ I also worked on Ashnikko’s music video ‘Hi, it’s me again’ which won the UK 2019 Music Video award. Worked with Kovic, Caggie Dunlop, Empara Mi – all UK artists as well as short films and advertisements.
And then I came back and graduated uni and went straight into 614.
Was there anything you learnt over there, through all of those experiences that you brought back to Australia? Any new lens to look at the Aussie creative scene through?
So when I was over there, I realized how unified the creative scenes were. How much support people had for their own artists and their own people. I think that would be the major thing that I brought back to Australia. The Australian creative scene is still growing and we’re still new and obviously they’ve [the UK] been around for a long time. And also the drive everyone had over there. Everyone’s always talking about what’s next? Everyone was very driven and focused on elevating their own career and/or elevating the creative scene there. And that’s what I wanted to bring to 614 coming back. The UK is a massive powerhouse and the reason I feel why they’re so big and so influential is because the people really supported their own artists. And that’s why they’re so successful..
Whereas in Australia, we need that. There are so many people I talk to in Australia who don’t know the artistry that is happening here. That was me before 614. So 614 is the best avenue for people to go pick up the magazine and they can see our own actual artists and creatives that’s popping out here. And just show support. Which will then create that unity to come together and really push our own creatives and artists out where we can finally become an actual display. Like be put on the world map.
I mean the support is there, the unity is there, it’s just that we don’t have much infrastructure to allow all these creatives to come together and create something. Most people when they come together to create something, it’s mainly for their own freelance work or their own stuff. Whereas 614 definitely would allow that future upcoming home where everyone could just come together and create, but with that one drive to push this artist through photography, hair, makeup, styling and stuff like that. And display everyone’s skills through the 614 platform. So I feel fulfilled knowing that that’s going to happen because growing up there wasn’t anything like that, so it feels nice to finally do that. And it’s kind of like tapping into my inner child dream. And I’m now doing that.
Lastly, it feels like 614 has come at the perfect time where POC artists and other artists of varying backgrounds are really breaking boundaries in the Aussie scene. How do you see the future playing out for those up and coming artists?
Definitely growing, definitely creating a bigger stage. It’s only up from here. With the artists and all the creatives coming up, we are really starting to make some noise now in Australia. So now it’s just all about making a lot more noise. Just aiming to be bigger and really just make it known that we’re here in Australia. I feel like it definitely starts with unity within Australia, with all of the artists and creatives and then to the world. The future is definitely bright.
Issue One of 614 Mag is out now. You can order physical and/or digital copies from the 614 website here. Be sure to follow 614 Mag on Facebook,Instagram and Twitter @614_mag to stay up to date on everything 614. Be sure to follow Francesca on Instagram as well here. Check out some more pics from our photoshoot with Francesca below.
