[Part 1 is here]
by Jonathan Blaustein
Jonathan Blaustein: You’ve got a publishing company, LBM, that you started in 2008. Is that right?
Alec Soth: Correct.
JB: It’s based in Minneapolis. You built a team of collaborators, a...
[Part 1 is here]
by Jonathan Blaustein
Jonathan Blaustein: You’ve got a publishing company, LBM, that you started in 2008. Is that right?
Alec Soth: Correct.
JB: It’s based in Minneapolis. You built a team of collaborators, and a print studio. How did that come about, and where is it going?
AS: It’s related to how my blogging activity came about. I started the blog around 2006, and did it because I wanted to have these conversations with people. I was hungry for art talk, and there was a new way to do that. One person could just do it.
It was a blast, but it became all-consuming. I felt like I needed to keep feeding this machine. So I quit.
Then, in 2008, I was having a show of work that was basically produced in the previous eight years: “The Last Days of W.” It was election time, and I wanted to mark this moment in time, so I self-published this newspaper. I made 10,000 copies, so I could make it as cheaply as possible. Like so many people do, I found that experience of self-publishing to be thrilling.
I threw this little name of Little Brown Mushroom on it, which has some special meaning attached to some other stuff. I didn’t really know that I was going forward with it.
JB: Is that a little nod to your psychedelic phase?
AS: Not at all.
JB: Truffles, porcinis? Where are we going with this?
AS: None of the above. I never had a psychedelic phase. Like I said, I’m of a pretty conservative background. The name comes from different things. There’s this character in my life, Lester B. Morrison, and his initials are LBM, so I was looking for LBM.
In researching different LBM’s out there, LBM is a mushroom hunter’s term for a Little Brown Mushroom, which is mushroom that is incredibly common, but you can’t identify it because it’s so common. I liked that meaning: making these little average things that are unidentifiable.
JB: Is that Mid-Western humility?
AS: Honest to god, it’s not true any more, but as a kid, I used to say my favorite color was brown. Is that humble, or is that just pathetic? (laughing.) I don’t know.
JB: Peculiar. We’ll go with peculiar instead of pathetic. I’m not going to be the guy to call you pathetic in print. It won’t be me. Idiosyncratic? How about that?
AS: Idiosyncratic. That works. More important was Lester B. Morrison, at the time that I was doing this. I created this name, Little Brown Mushroom, and I thought, that’s fun, I’ll do some more stuff, and get some other little ‘zines. This was all just me doing it myself: my own design, everything.
Then, I got interested in story-telling, and thinking about how children’s’ books are such a great way of combining text and image. I wanted to use that format, so I ended up finding this designer named Hans Seeger, who was excited to work with me on this. I had the idea of using the Little Golden Book structure.
We did one of these with the Australian photographer Trent Parke, and that was hugely successful. It sold out in five days, and was just a thrill. The act of creating a website, and selling this thing… it only cost $18, but it was not my own. It was another artist, and another designer. To be involved with that, and to sell that was just exhilarating. As exhilarating as making my own work.
I wanted to have a place to play with that stuff, but I was really adamant that I didn’t want it to be a grown-up business. I didn’t want the success of the first book to become intoxicating. Like, for the next one, we have to get a bigger name artist, and sell more copies.
The goal has always been to break even; to not lose money. And to have this experimental, fun place. I can try out new stuff, and the stakes aren’t so high.
JB: I noticed that a lot of the things you’re offering through LBM have sold out, including the tote bags and baseball caps. Have you ever considered giving people what they want? If they