The New Heroes & Pioneers catalogue 2014 by New Heroes & Pioneers

E X T R AO R D I N A R Y C ATA LO G U E O F 2 0 1 4

HIDE IN PLAIN SIGHT 100 inspiring ways to improve your travel photography

MINDFUL ENCOUNTERS Photography by Jens Lennartsson

THE FRENCH KISS SERIES An artistic point of view about the French kiss phenomenon

WHO IS ANNA ANDERSSON? Portraits of Sweden’s most popular name

FREEWHEELERS 30 artists you should already know about

THE SIN SERIES 7 Deadly Cultural Sins

SHARE A book you’ll like so much you will want to get rid of

GUIDE TO EXTRAORDINARY CULTURE By the New Heroes & Pioneers

GROWING UP Kids photographic views of life and progress in their communities

HIDE IN PLAIN SIGHT

The New Heroes & Pioneers

HIDE IN PLAIN SIGHT 100 inspiring ways to improve your travel photography BY JENS LENNARTSSON

In HIDE IN PLAIN SIGHT, you will follow up-and-coming Swedish photographer Jens Lennartsson on a journey around the world with images that capture the humanity and local character of every place he visits. Along the way you’ll improve your own photography skills with a selection of 100 tips designed by Jens to enhance your intuition and give you a new perspective on the people and places around you. Jens takes a minimalist approach to getting the best shots. By taking his lead, you will learn to open your eyes, observe, anticipate and work with what is around you. HIDE IN PLAIN SIGHT teaches you to capture a mood, create an atmosphere, play with light and connect with people. You don’t need a better camera, more equipment or expensive software. You only need a fresh approach.

What makes this book unique? Jens’ first ever book is all about sharing knowledge and inspiring others: photographers, their subjects and their audience. Filled with entertaining anecdotes and (mis)adventures, Jens’ engaging photographs are accompanied by tips that come directly from his own personal experience. HIDE IN PLAIN SIGHT goes back to basics. Jens returns to a time before technology took over the photography world. You’ll get the background story behind every picture because Jens’ work is as much about the person or place as it is about the photograph. He won’t tell you exactly how to adjust the shutter, but he will provide you with loads of inspiration and help you reproduce the mood. The book includes exercises for practicing your new skills, but they are unlike any you’ve seen before.

About Jens Lennartsson HIDE IN PLAIN SIGHT 216 pages, soft cover Colour Photographs W210 X H165 December 2013 20 € / 170 SEK ISBN: 978-91-98141-30-6

Completely self-taught, Jens Lennartsson’s interest in photography grew from following around his journalist grandfather and spending long afternoons mixing developing fluid in his family’s basement. Jens is a lifestyle photographer in the purest sense, focusing on regular people and how they lead their lives. Through his photography, website, books and non-profit initiatives like EYE AM and The Ethnicity Project, he aims to inspire, share

knowledge and make new connections. Though he’s based in Malmö, Jens’ passion for photography, travel and amazing food takes him to every corner of the globe. He’s known for his Zen approach to practicing his craft, using minimal equipment, natural light and living in the moment. The results speak for themselves. Find out more about Jens and his work at www.jenslennartsson.se

MINDFUL ENCOUNTERS

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MINDFUL ENCOUNTERS Photography by Jens Lennartsson BY JENS LENNARTSSON

MINDFUL ENCOUNTERS is a thought-provoking collection of travel photography that gives you an extraordinary view of ordinary lives. Instead of relying on sophisticated equipment, photographer Jens Lennartsson uses curiosity, empathy and trust to make meaningful connections and take you off the beaten path. The stories he captures are exotic and instantly familiar at the same time. His photography reveals one simple truth: No matter where you are in the world, people are far more alike than we realize. Jens’ obsessive eye for detail, from a stray dog by the roadside to the writing on a t-shirt, adds remarkable depth and significance to each individual story he tells.

What makes this book unique? Ten years of stunning travel photography by a talented, young Swedish photographer has generated an exciting collection focused on building relationships and telling stories rather than on the equipment and technology of modern photography. Jens’ commitment to minimalist photography puts his subjects front and centre, free from artistic manipulation. Through the lens of his camera, you see what Jens sees. The unexpected pictures of everyday life in Asia, Europe, the United States and Latin America each tell a powerful story and at the same time, make you feel as if you know, or want to get to know, his subjects. Jens’ glorious documentary photography of people, landscapes and scenes shows you popular and less well-travelled destinations and will inspire you to be adventurous, take more pictures and make connections with people beyond your own backyard.

About the Work of an Instant Collection MINDFUL ENCOUNTERS 280 pages, hard cover Colour Photographs W240 X H308 May 2014 45 € / 380 SEK ISBN: 978-91-98141-32-0

Sometimes, a picture we take is just a picture. It may be flawed, but it is beautiful and we want to share it. Tools such as Facebook or Pinterest make doing this especially easy. At The New Heroes & Pioneers, we believe that some of these ‘not technically perfect, but subjectively beautiful’ pictures deserve the opportunity to be published in printed books, sometimes even right beside professionally taken photographs. The books included in The Work of an Instant Collection with explanations by their creators, give you the chance to

compare and appreciate the differences and similarities between these types of works and to learn something about how each picture was created. Whether you are an amateur photographer or simply a more casual reader, you can enjoy the beauty of the photographs, learn about photographic techniques and gain inspiration at the same time. Because the experience is sensory, personal and based upon cultural content, an added benefit is that what you learn about photography happens organically, without your having to spend hours reading long explanations or watching ‘one-size-fits-all’ tutorials.

THE FRENCH KISS SERIES

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THE FRENCH KISS SERIES An artistic point of view about the French kiss phenomenon C O LL A B O R AT I V E WO R K

THE FRENCH KISS SERIES explores a phenomenon that has been known worldwide for a hundred years. It came about because of the French people’s much enjoyed reputation for being adventurous and passionate about sex. The actual kiss is most often described as being slow and sensual, embodying the essence of intimacy, eroticism, sexuality and/or romanticism. Without setting any guidelines or restrictions, we asked five different photographers to interpret the French kiss in their own unique way and THE FRENCH KISS SERIES is the result. The books demonstrate that people’s perceptionof the French kiss does not always correspondwith reality. For instance, it doesn’t have to take place between two teenagers below the Eiffel Tower with birds singing and music swelling in the background. The French kiss can also be funky, filthy, dramatic or just simply ordinary. By granting our commissioned photographers their artistic freedom, THE FRENCH KISS SERIES incorporates various styles and techniques very much like the French kiss itself – sometimes it is wild and sensual and at other times, sweet and innocent. While some images will attract readers with amorous, dusky, black and white depictions of the entwined, others burst through devoted embraces in a torrent of colour.

About Sacré Bleu Collection THE FRENCH KISS SERIES 32 pages per booklet, soft cover W 170 X H240 November 2014 5.5 € / 49 SEK booklet 22.5 € / 195 SEK complete series of 5 40 € / 340 SEK Ltd hard cover edition Series bundle ISBN 978-91-981413-6-8 Booklet 1 ISBN: 978-91-87815-00-3 Booklet 2 ISBN: 978-91-87815-01-0 Booklet 3 ISBN: 978-91-87815-02-7 Booklet 4 ISBN: 978-91-87815-03-4 Booklet 5 ISBN: 978-91-87815-04-1 Series hard cover ISBN: 978-91-87815-05-8

People everywhere are intrigued by France and romanticise anything French. Let’s face it, people love the idea of ‘French’ in everything from Paris-inspired bistros, to fashion brands with French-sounding names and the symbols of love we all know from French films. All over the world we hear French words pop out of the fabric of everyday speech. In the publishing industry we see these trends as well, and even if they of

ten seem a little cliché, we realise there is a huge hunger out there for all things French. With the Sacré Bleu Collection we begin to feed that hunger in a new way by bringing ‘Exception Culturelle’ to the world’s Francophiles and showing off parts of French culture that go beyond food, fashion and wine. We will address heftier and possibly loftier subjects such as history, politics and even what makes French people tick.

WHO IS ANNA ANDERSSON?

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WHO IS ANNA ANDERSSON? Portraits of Sweden’s most popular name BY MEREDITH ANDREWS Thousands of Swedish women share the country’s most popular name – Anna Andersson. Besides their name and nationality, do they have anything else in common? In 2014, photographer Meredith Andrews travelled the length of Sweden to find out. From a tattoo artist to a priest, a child to a 99-year old, Meredith found astonishing diversity within this statistically significant group of women who all answer to the same name. WHO IS ANNA ANDERSSON? is a visual account of 50 women who, at least superficially, share the same identity. This collection of intimate portraits reveals what unites and distinguishes people with a common name. The photographs combine personal stories with a captivating glimpse of life in contemporary Sweden and offer a new perspective on a national character. Whether you’re interested in foreign cultures, naming conventions or simply love peering into the lives of complete strangers, this book will fascinate you, no matter how many times you flip through the pages.

About the who is…? series What are the elements that define a person’s identity? Can you make assumptions based on family, culture or perhaps, even a name? Intrigued by the concept of statistically common names, photographer Meredith Andrews presents a visual experiment that explores the people behind the most frequently occurring names in selected countries. From Amelia Jones in the UK to Miguel Silva in Brazil, Meredith investigates

whether these people share anything besides a popular name and their country of residence. Her intimate and revealing portraits both shatter and reinforce prevailing stereotypes. In the process, she creates a photographic impression of a national identity. Beginning in Sweden, the first book in this series, WHO IS ANNA ANDERSSON?, will be available for purchase in December 2014.

About Meredith Andrews WHO IS ANNA ANDERSSON? 216 pages, soft cover Colour Photographs W165 X H210 December 2014 21.5 € / 185 SEK ISBN: 978-91-981413-7-5

Portrait, travel and lifestyle photographer Meredith Andrews has long felt at home in the far corners of the world. She has lived in the USA, Canada, England, Wales, India, Malta, Sweden and Bermuda, where her family still resides. Her frequent relocations have only fuelled her thirst for adventure, and her travels include sailing across the Atlantic Ocean and backpacking around the world.Meredith began her career as an assistant for portrait and advertising photographers. Today, her images are exhibited in such renowned locations as London’s National

Portrait Gallery and the Bermuda National Gallery. They also appear on the pages of major print and online publications. In addition to a range of personal projects, she shoots for editorial, advertising and private clients worldwideMeredith splits her time between Sweden’s Northern Lights and Bermuda’s vibrant sunshine. When not on assignment, her favourite place is at home with her husband and two children. Find out more about Meredith and her work at: www.meredithandrewsphotography.com

FREEWHEELERS

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FREEWHEELERS 30 artsists you should already know about C O LL A B O R AT I V E WO R K

We have all seen artists and musicians who are struggling to ‘make it’. We watch them perform or view their art at neighbourhood events, in bars, on the streets and at local exhibitions. These artists are waiting for their break and working hard to create it for themselves. As observers, we silently (or openly) root for them because we can feel how excited they are about their work. In FREEWHEELERS, we show our readers just what happens when a fresh talent is given a chance to experience the ‘opening night’ they have always imagined. No restrictions and loads of creativity set the stage for their special night. The 30 artists chosen for this project invite you to sit in as an honoured guest as they roll out their art or craft for a big public viewing. FREEWHEELERS is bound to make you an instant fan.

About the Next in Line Collection FREEWHEELERS 264 pages, hard cover Colour Photographs W255 X H290 October 2014 40 € / 340 SEK ISBN: 978-91-981413-5-1

FREEWHEELERS is a part of the Next in Line Collection. Each book in this collection shines a spotlight on a different artistic medium and many of the most exciting independent artists and self-starters around. Some are still students, while others are slightly more established. The common thread is that none of them have ever been published before. The world is full of young, fresh, creative talents. Our dreams, clothing choices and taste in art, entertainment and music will be driven by this up-andcoming generation. They are creating culture right now. But how do they get their ideas out in the public eye? At The

New Heroes & Pioneers, we want to play a part by offering a new way to get more exposure. With this col lection, we will identify some of the best new independent artists and designers and introduce them to our readers in a series of beautiful reference books that are a fantastic addition to any self-respecting desk or coffee table. With FREEWHEELERS , industry professionals get a guide to upcoming trends, and interested observers can simply enjoy fresh takes and new outlooks on culture through the eyes of talented creatives. It is a great way to help kick-start new careers and support a group of bright and clever people whose contributions will make a difference.

THE SINS SERIES

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THE SINS SERIES 7 Deadly Cultural Sins C O LL A B O R AT I V E WO R K THE SIN SERIES is an exciting and edgy collection of seven related photographic booklets – 7 DEADLY CULTURAL SINS – showcasing seven photographer’s visions of a traditional sin of their choice, each connected firmly to culture. To be able to enjoy culture in the form of art, music and literature is a luxury for many, and for some, it is maybe even a sin. This series pushes the boundaries of sin and temptation even further by inviting photographers to show us their ideas about cultural indulgence, (lack of) access to culture and the inextricable roles of culture in sin and sin in culture. Think about the ‘gluttony’ of someone visiting all of the world’s major art museums just to say it has been done, but having no meaningful memories of the exhibits, or the ‘greed’ of an individual who owns a splendid pipe organ but refuses to let anyone elseever hear it played. THE SIN SERIES booklets will present the powerful artwork of each photographer with a visual emphasis on the excesses of the cultural world. Not afraid to be controversial, The New Heroes & Pioneers embraces the opportunity that understanding culture as sin gives us to promote photographers who have strong artistic points of view. THE SIN SERIES flies in the face of the ordinary and predictable to bring you art you will think about, talk about, argue about and perhaps even disagree with. No matter what you feel when you look through this book, one thing is certain: you will find yourself reconsidering your usual view of the luxury of culture. So… go ahead. Pick your sin. Oh, did we mention that the Hard cover limited edition is a sin just by itself!

About the High Life collection THE SINS SERIES 32 pages per booklet, soft cover W170 X H240 November 2014 5.5 € / 49 SEK booklet 33.5 € / 285 SEK complete series of 7 50 € / 425 SEK Ltd hard cover edition Series bundle ISBN: 978-91-981413-8-2 Booklet 1 ISBN: 978-91-87815-06-5 Booklet 2 ISBN: 978-91-87815-07-2 Booklet 3 ISBN: 978-91-87815-08-9 Booklet 4 ISBN: 978-91-87815-09-6 Booklet 5 ISBN: 978-91-87815-10-2 Booklet 6 ISBN: 978-91-87815-11-9 Booklet 7 ISBN: 978-91-87815-12-6 Series hard cover ISBN: 978-91-87815-13-3

When you look up ‘high life’ in the dictionary, you’ll find two basic definitions: 1) An extravagant or luxurious style of living; 2) Popular West African dance music that combines African rhythms and Western-style pop melodies. At The New Heroes & Pioneers, we don’t restrict our definition of the high life to one or the other – we want the best of both. We live the high life by discovering extravagant melodies, indulging in newfound luxuries, exploring unfamiliar corners of the world... and so much more. THE HIGH LIFE COLLECTION intro-

duces our readers to different ways of living and a new take on cultural phenomena. It might be about cuisine, it might be about fashion and it will most certainly be about sex. But no matter what we cover, there will always be a twist – a new perspective that defies your expectations. This collection is about developing extraordinary content to expand your already diverse cultural knowledge with an extra layer of surprise. It’s not about your lifestyle; it’s about living your life in style. And these books will be the ideal accessory for adding the finishing touch.

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SHARE A book you’ll like so much you will want to get rid of it C O LL A B O R AT I V E WO R K SHARE is a carefully selected blend of pictures and illustrations by different artists who are scattered all over the world. But the SHARE concept is much more than that – it also includes the notion of participation and involvement. To start with, The New Heroes & Pioneers editors have chosen the SHARE artists in conjunction with a social media vote designed to find those special people whose work falls into specific categories (such as modern, not famous, smart or witty, thought provoking, reflective or diverse). Each featured artist presents a single piece of work along with a short description or text. Even though the artists have already been chosen, you can still take part! SHARE contains 50 works of art, each in a two-page format. The size is optimized and every page is perforated so that you can use the pages as individual works of art. Tear out your favourites and you will instantly have a beautiful pictures to hang on the wall. We believe in the importance of sharing and hope you will consider giving some of the pictures in SHARE to your friends and family. When your copy is empty, return your cover to The New Heroes & Pioneers. Because sharing goes both ways, you will get something back from us.

About the Next in Line Collection SHARE 108 pages, hard cover Colour Photographs W308 X H400 October 2014 50 € / 425 SEK ISBN: 978-91-981413-9-9

2015 GUIDE TO EXTRAORDINARY CULTURE

The New Heroes & Pioneers

GUIDE TO EXTRAORDINARY CULTURE for 2015 BY NEW HEROES AND PIONEERS The New Heroes & Pioneers GUIDE TO EXTRAORDINARY CULTURE is an assemblage of re-edited and original content created throughout 2014. We have been busy re-purposing much of our material for use in this guide, so even if you have already seen it in our online magazine, quarterly publications or anywhere else, look again, because you will have a chance to see it one more time, all scrubbed up and with a fresh face on. We also have volumes of material that, for editorial reasons, ended up on the cutting room floor. The decision to not use material is always difficult, and in spite of the fact that it wasn’t chosen the first time around, much of this left out material is first rate and definitely print-worthy. To that end, we are adding the best of these ‘cut articles’ to The New Heroes & Pioneers GUIDE TO EXTRAORINARY CULTURE along with a good portion of specially developed, original materi -al. We know you will be as glad as we are that all of this, old and new, is being published together between two covers. The New Heroes & Pioneers GUIDE TO EXTRAORDINARY CULTURE is a guide in a true sense, but unlike other guides, it isn’t only advice on how to get dressed, where to go, what to eat or the best way to find a cheap ticket. Instead, it goes far beyond typical recommendations to inspire you to broaden your cultural horizons. We want you to be curious, attentive and reflective. We hope you will see street art differently or enjoy a fun festival in a way you have never thought about. When you go out and think about why a particular café feels like good place to spend time working or sipping or you are brave enough to change your viewpoint on a shocking art exhibition, your life will be enriched.

The mission of TNHP and the reasons for our cultural guide TNHP GUIDE TO EXTRAORDINARY CULTURE 300 pages, soft cover Colour Photographs W200 X H265 January 2015 20 € / 170 SEK ISBN: 978-91-981413-1-3

In early 2013, The New Heroes & Pioneers, based in Malmö, Sweden, was little more than the kernel of an idea in the mind of its founders. Their plan was to develop and publish a range of coffee table books containing a smart, interesting and eclectic mixture of art, culture and fashion. What made this concept unique, was that The New Heroes & Pioneers was, right from the beginning, dedicated to being a vehicle for discovering and promoting new and unknown artists whose singular styles and perspectives make them stand out. The concepts of ‘making human connections’ and ‘giving back’ were woven into the fabric of the corporate culture and have become a clear and conscious part of every project since the company’s inception. This multi-faceted approach

along with a strong commitment to culture on all levels, as well as a great sense of fun and adventure, has gotten The New Heroes & Pioneers off to a roaring start. With several books either published or in the pipeline, a cultural platform in the works and a free magazine, The New Heroes & Pioneers is devoted to publishing beautiful art books and other materials that do not compromise the artistic point of view, whether it is safe and comfortable or controversial and uneasy. Each publication is filled to the brim with carefully chosen content. The wide range of subjects offers something for everyone including a challenge to our readers to broaden their thoughts and viewpoints while savouring and experiencing extraordinary culture.

GROWING UP

WHO IS ANNA ANDERSSON?

The New Heroes & Pioneers

GROWING UP Kids photographic views of life and progress in their communities B Y T H E E Y E A M O R G A N I S AT I O N The New Heroes & Pioneers proudly presents EYE AM, a collection of colour and black and white photographs taken by children and young people from developing nations in different parts of the world. These artists, aged 12 to 21, are experiencing progress and forward movement in their home countries and show us, through the use of photography, their personal experiences of this change. Whether it is a new pump that provides precious water for growing crops, a factory that creates paying jobs or a new school, positive changes of all types are happening. Each of these young people chronicles the transformations they see through the filter of their own eyes. They use their imaginations and individual creative styles to give us a view of their lives and communities in an exceptional way that no conventional media outlet can. EYE AM also includes wonderful and inspiring ‘behind the scenes’ shots of the enthusiastic, young photographers at work. It is a marvellous display of hope and a rare glimpse of their daily lives.

About EYE AM What do you think of when you hear the words ‘developing nations’? Is your view of ‘development’ in these countries realistic? Because we don’t all have the opportunity to travel far-and-wide, we generally rely on the established media to keep us informed. EYE AM, an independent, not for profit organization based in Sweden, aims to expand our view and create a more balanced image of countries that are in the true sense of the word, developing. During two week photo

workshops held in various countries, EYE AM gives young people the opportunity to photograph their communities from their own points of view. The result is a fascinating look at life and progress in these developing communities from perspectives that are more vibrant than those that we generally see on TV, in print and on our computers.

About the Good Cause collection EYE AM 280 pages, hard cover Colour Photographs W240 X H308 February 2015 45 € / 380 SEK ISBN: 978-91-981413-4-4

One of the organisational pillars of The New Heroes & Pioneers is, simply, to give back. It is a straightforward concept that involves developing content about a topic, publishing and selling it and then donating all of the proceeds to a charitable organisation. Enter, THE GOOD CAUSE COLLECTION. These are the products The New Heroes & Pioneers publishes with an eye towards helping those who are fighting the good fight to make the world a better place. Yet, it is not only

about giving to charities. We extend our philanthropy by offering free e-books and are currently developing a cultural grant that is to be awarded annually to a different young and/or struggling artist. Even though The New Heroes & Pioneers is a new company, we are setting an example we hope other companies will follow. It feels great to be able to be altruistic and at the same time, work on projects we feel passionate about.

About TNHP The New Heroes & Pioneers is a young Swedish publishing house of art books. We are based in Malmรถ with members in Netherlands, United Kingdom and France. We are a mix of partners coming from the publishing, editing, photography, journalism and business world, with a same passion for Culture and Art. We are proud to publish photographers like Jens Lennartsson (February 2014) or Meredith Andrews (December 2014), and also to be publishing beautiful books for major Swedish corporations (Spring 2014 and winter 2015) and Charities (November 2014, February 2015). Our philosophy is to 1- Publish beautiful content 2- Respect the artist point of view 3- Discover new talents 4- Give back. We are publishing in 8 different collections with topics as various as french Influences, , alternative lifestyle, new artists, corporate culture and many more. Our Good Cause collection (distributing all the profits of the collection to a charity), our free emagazine and our cultural grant are a way for us to work on projects we are passionate about while paying forward to others. Spring 2014 will see the launch of our amazing cultural platform of alternative art and cultural topics curated by 20 contributors and mixing topics that will surprise many.

Published by The New Heroes & Pioneers Scandinavian Book Publisher and Curator of Extraordinary Culture

Anckargripsgatan 3 21119 MalmĂś Sweden (That long country with IKEA and H&M)

Francois Le Bled, Managing Director (and trying hard to be a pioneer)

Jens Lennartsson, Creative Director (and kinda of an hero)

Editors: Liz Keel, Roxanne Sancto and Emma Hansson (heroines and pioneer-esses)

Photography Jens Lennartsson, Benjamin Berg, Meredith Andrews and Marcus Grip

Cover photo by Jens Lennartsson

Design by Boris Vargas Vasquez (We owe him one!)

Copyright ÂŠ 2014 The New Heroes & Pioneers. All rights reserved. Reproduction in whole or in part of this catalogue is prohibited without the express permission of the author - TOTALLY AUTHORISED! editor@newheroesandpioneers www.newheroesandpioneers.com - +46 (0) 701457716