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Thursday, August 10 09:53 AM |
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The Funny Face That Runs Trace
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Claude Grunitsky, publisher of Trace, thought of a way to propel his fashion magazine to higher ad revenues. Inspired by that influential English style of hip-hop, characterized by such groups as the Cookie Crew. Claude cleverly tacked on Urban to the title of his periodical and the revolutionary idea of mixing Paris fashion with New York street life was born.
Trace Urban was the all to common formula of mixing hip-hop with fashion to reap big ad dollars from clothing companies and music companies. Claude could sashay into all the fashion houses and secure key sponsorships. The one angle left was the urban aspect. Where was Claude, living in England, going to find real urban culture? His idea of hardcore was PM Dawn. He decided to enlist an old buddy who knew more than him about hip-hop, Gee Street Records prexy Jon Baker.
Jon Baker was currently trying to squeeze the album out of Rza of Wu-Tang for a deal they had signed before Wu-Tang had blown up that would eventually bankrupt Gee Street. After courting Rza for a couple of years asking him to turn in an album for a budget of 1.1 million, Rza asked for 11 million to turn in an album. The finally settled on a price tag of 5.1 million in cash up front to produce a album that Gee Street wouldn't hear until it was finished. The result was the Bobby Digital album. During a meeting where staff heard the album for the first time, some people got up and promptly quit knowing the end was near. A great experiment and a complete dis to Jon Baker who thought he had Rza by the short hairs.
Gee Street Records was similar Trace in that they had a home office in London and a US office in New York's fashionable SoHo district. Taking a cue from David Mays, they decided to use the magazine as a great way to promote Gee Street artists and their interest. The result was extensive articles covering Shyheim the rugged child and Yankee B that accompanied full-page ads.
Trace magazine was pulling in fat checks from all the major European designers, had two offices on the globe, and yet always found a way to avoid paying editors, writers and photographers. Smokey Fontaine toiled away for them till he jetted to The Source. The flight of writers from Trace's masthead was massive, and once the Gee Street went out of business, they lost most of their impetus for covering hip-hop. The magazine now features just pictorials of artists like Jay-Z with no interview, or articles on artists that no one has ever heard. It looks like the Manifest promotional issue that dropped two years ago.
One mitigating factor was that Trace had an annual Black Girls rule issue that was hot to death, but with BlackMen magazine, we have a Black Girls rule issue every month.
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unfortunately http://www.tracemag.com/ is a dead link.
Great article - I had no idead that there were some many shenanigans at a magazine that catches no attention at the newsstand - and now we know why and also have idea at to what the f___ Bobby Digital was! |
I always thought Trace was type suspect when the only rapper to name-check them was Charli Baltimore. Talk about a dubious distinction.
The writers on this site talk too much shit while refusing to do even the most basic copy-editing on their joints. These pieces seem like they were dashed off while dukes was sitting on the toilet throne and had some spare time to commit his feelings about Trace to paper. It's interesting stuff to know, but it ain't hard to grammar-check, knamean? |
I think that Trace has great photo spreads and a very ecletic layout. I personally favor European-based publications over U.S. ones. They seem to provide a more universal look to their magazines, while American magazines seem to cater primarily to their advertisers.
You are right though about their editorial content, or lack of. However we must commend the publisher of Trace for not bombarding us with the word "Urban" all over the place with his magazine. Like many UE messages that I have read, I am sick of that word being used to describe a market that is misrepresented and under-utilized. I have a marketing/media firm and we are seeking to replace that word for a more useful and more descriptive word to associate with black and latino culture. If any of you have any suggestions, please let mr. g know. I work with many general market advertisers who are hungry to get at us!
Also I am putting out two new magazine/website titles in 2001 that targets the "Multi-ethnic" Market. One will highlight hip-hop oriented fashion, and the other will highlight new music releases from all genres. Our websites will provide information that compliments its print counterparts. The sites will also be set up to user-friendly, in sync with tomorrow's technology, not yesterday's like so many other of our "big money" urban sites. Our business model will not rely on the unrealistic advertsing models of the internet economy of yesterday. We have an offline model to compliment it. To me money is GREEN, not black, white, brown, or yellow. We must remember that people! |
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I like this site for the UE articles. They are well written and researched. They deserve to be in a weekly magazine of their own. Oh wait! We will rip them apart with our posts and accuse UE of dumbing down and selling out. |
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is TRACE still on the stands? i use to read it to get the exclusives on u.k music i couldnt get here... now i read TOUCH.... |
Bobby, Bobby, Bobby.
Digi, Digi, Digi.
What a fiasco.
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Maybe TRACE can hook up with UBO.... |
if ubo bought trace, they would probably call it Urban Outline or some other useless title |
thuglite, i think you better quickly buy that URL (Urban Outline)- in two months you can probably sell it to UBO for about $500,000.
lol
gravytrain |
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greed it just bought it.... |
Mr. G. I feel you on the relative worth of Euro-designed mags over Yank ones, but you're way off on your point about Trace not abusing the "urban" concept. They own and have begun using the domain traceurban.com and their new (sexy but condescending) Brazil issue has all kinds of nauseating pitches about Trace being THE choice of the gloabl urban consumer or some bullshit like that.
anyway, only model-chasers really give a shit about Trace. They made a huge mistake in trying to jump into the US market with that patronizing editorial tone. Trace was just starting to build a buzz as an import and should have been satisfied with being a snobby European style mag until they had real proof that they could do damage here.
Instead they burned through quality edit and design staff (Trace alums are at just about every site catching wreck here) and got muscled by RZA into publishing Wu-friendly "advertorials" when they ran out of loot.
UE should cover the the Gee street folding and Manifest's (James B & Reggie Dennis where u at?...) stalled launch next. that's more interesting than anything about Trace
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I didn't want to go there, but I'm gonna follow KDLP down the clown road...
The Wu advertorials are the comedy! I love it (almost) that they called it advertorial - the Source should take a lesson from Trace on that note (Made Men advertorial, Hangmen 3 advertorial, Antonio Ansaldi advertorial, etc.).
Yeah, in the new issue, RZA is one of the editors!
And I have to say for the record that I have yet to receive a check from Trace for any of the articles I wrote for them, despite them offering up only a measly $.25 per word, then cutting word counts to the bare minimum. I'll gladly pay you Tuesday for some editorial content today! Maybe that's why the Brazil issue only has two freelance contributors!
Oh well, fuck 'em. I'm not Trace's market demographic girl anyways, cuz I'm proud to wear a size 16. So put THAT in your pipe and smoke it, Trace Urban.
MJ |
Marvet Britto is MAde Men's publicist. |
MJ, you're not the only one. can't get into specifics, but their full-timers got jerked MUCH worse than you & I...
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marvette is not a publicist |
That's what they call her. Maybe she can get them a Calvin Klein spread. |
It can run exclusively in The Source |
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Miss Bee you aint right... you aint right... lol |
More UBO News
Urban Box Office Creates a Distribution Partnership with Shockwave.com; Othervision.com Provides Unique Urban Content with the 'Bulletproof Diva' Animated Series NEW YORK, Aug. 9 /PRNewswire/ -- Urban Box Office Network (UBO), a leader in the creation of cutting-edge urban content, has entered into an agreement with Shockwave.com for the distribution and branding of the animated web series 'Bulletproof Diva'. Othervision.com, the broadband property and animation studio of UBO, created this innovative weekly Web series. Othervision.com has been recognized in the industry by recently winning 'Best 3D Animation' and 'Best Mixed Media Animation' (for Jiggy Bug and The Adventures of Bruce Flea respectively) at the "World Internet Animation Celebration" in June 2000. The animated series 'Bulletproof Diva' features the world-renowned Heather Hunter of adult-film fame and places her in a world of unimaginable evil. She is a self-empowered woman who stands against the hideous minions of the Dark Empire. UBO Network has formed a three-year licensing and distribution partnership with Shockwave.com, with the first license being to distribute 'Bulletproof Diva'. UBO Network will explore the development of original co-productions for distribution on Shockwave. "We are committed to creating unique and high quality content focused on the Urban Mindset," says Adam Kidron, CEO of Urban Box Office Network, "We will continue to explore any strategic partnerships with companies that compliment our efforts to provide original entertainment to the new urban generation- We selected Shockwave because of its leadership in Internet flash animation, and we believe that Shockwave will enhance the value of the animation." Shockwave.com, Inc. (http://www.Shockwave.com) is a leading Internet entertainment destination dedicated to providing the best interactive experience on the Web. Shockwave features games, animation, music and creativity applications. In partnership with major entertainment companies and Web distribution and technology leaders, Shockwave.com also offers artists and publishers a new and powerful distribution model. Urban Box Office Network has launched Othervision.com with an extremely effective offline marketing campaign. With these creative marketing efforts and the new distribution agreement with Shockwave.com, UBO Network will certainly be at the forefront of the broadband revolution in entertainment on the Web. Urban Box Office Network is a next generation media content company that provides unique cultural and commercial platforms for the global urban audience. Urban Box Office is located at 875 Avenue of the Americas, New York New York; Phone 212-706-3400; http://www.ubo.net. SOURCE Shockwave.com, Inc. CO: Shockwave.com, Urban Box Office ST: New York IN |
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UBO is biting off Stan Lee Media, Inc who signed a partnership agreement with Mary J. Blige to create and launch an
animated global franchise portraying the multi-platinum superstar, dubbed
"definitive diva of the 90's," as an original Stan Lee Hip Hop Super Heroine. |
KDLP, I know that's right! Eddie B. was always real cool, and I know he got jerked. And the poor office manager broke down in tears on the phone one day...
It's just sad. But, coming from a magazine that changes quotes - not edits them, changes them - what can one expect??
OOOOH, I know you have the juicy gossip... |
re: UBO post above - this whole Heather Hunter thing has got me hot. It's okay to showcase a stripper and "adult film star" in a cartoon format - which is obviously geared towards the youth? That's cool? Bullet Proof Diva.
Gang Bang. Uhhh, I mean, bang bang. |
Yo, Trace hooked me with that Black Girls Rule issue with Kidada,and the bangin pictorial on Rosario Dawson. Other than that, there shit is weak, kinda like the Vanguarde publishings pretty pictures yet no real substance. Anyway the hottest shit on the market right now is The Fader, that shit is obese. Oh, and Miranda if you look half as good as you write, I would-insert obscene triple X boasts here. |
thuglite-
i thought i was going to have to bring the noise about them bitin' off of stan lee. thanks for beatin me to the punch.
i thought me and b cool were the only stan lee.net heads up in here.
that said... hookin' up with a reputable company like shockwave is a smart move - tho i don't know why shockwave would even fuck with them like that... sure they had a few cool e-toons, but they probably had a consultant do that for them and if it was truly a ubo employee, they probably ain't around n-e-mo'.
anon |
yo - where the hell are all of the vangurade neomedia new web sites! why do black people always have to be LATE!!!!! and why is impact247 on the hooktstore.com dick? shhhheeeeeeeeeeshhh!!!
p.s. call me corny but i liked pm dawn!!!! |
The Wack Directory 2000 pt. 1:
-Almighty R.S.O
-Hangmen 3
-Made Men
-Antonio Ansaldi
-Ray Benzino
-Mr. Jesus
-The Source Awards show for nominating these cats (Hangmen, Made Men, etc.,) every year for awards
-Adam Matthews
-any other white guy like Matthews who thinks their Black and down for the 'cause.
-Charli Baltimore (she's a real sweetie in person though).
-hairweb.com
-F.E.D.S copy editors and proofreaders (or lack thereof)
-Nelly (he can't be serious)
-the post-Tribe Called Quest Q-Tip
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It's amazing how Claude owes almost every writer in the industry money and is still able to come out every few months. But to his credit he did give a lot of hot writers their first international exposure and one day when he gets his paper straight Trace might just reach it's potential and be recognized for it's blazing fashion, but until them I'm still waiting for the check I was promised months ago |
and to think...all this time I thought bobby digital was really producer bobby digital from the label Digital B in jamaica...
Geez RZA was an idiot for biting the name of an originator. |
As for the Almighty RSO, Made Men, and whatever name they go by this year... They suck.
they just have great negotiation techniques. Guns and pressure. When Dave was a young college boy sucking the dick of Hip-Hop culture he got involved with some ambitous street thugs that never left him alone. They were smart they said if he wants to think he's down with us... he's going to be down. Forever!
Thus... Almighty RSO becomes an award winning 4 mic group. With their line of clothes that suck and always have full page ads.
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As bad as Claude may be, he had NOTHING on that beeeyotch Haji Akibududdie at BEATDOWN. Talk about not paying people?? Shiiiit.
He cut checks with plastic knives and they bounced like a fat girls titties in gymborie. |
KDLP! Mr. Hendrix! Anyone else on this board - check it. Since he's still putting mags to print, he's not bankrupt. This is the shit I AM TOO TIRED OF in this business. We need to stand up for ourselves and fight.
Anyone down for the class-action lawsuit, hit me on the email - mirajuana@aol.com. Let's set a precendent here. We need a union, or some sort of backup in this shit, no joke. I'm tired of working in these conditions. Artists need one too - for my peoples Rob One who died of cancer because he had no health insurance, for Sam Snead and Too Poetic (Gravediggaz) who both have cancer and have no health insurance.
I'm tired of seeing the ENTIRE industry and media run like fucking Death Row Records. Claude Grunitsky is no Suge Knight, nor is Mark Pollard from Stealth in Australia, or Lauchlin McIntyre from 4080, or any of these fools who come in, rape and pillage the culture, use the journalists (read artists) for our work and don't pay us.
Yo, fuck that. I'm down to try the "legal" route, but I'm also down to incinerate some shit. Are you? |
Something tells me that had Claude not been shady and ripped off the superior TRUE magazine he would have never needed to go to Jon Baker in the FIRST place. TRUE had a definite vision and editorial content that was interesting and relevant. Nas on the cover one month, Nelson Mandela the next.
TRACE's attempt to be "hip" has always been an insult.
I wish the original TRUE magazine staff would reunite and stop all this wouldbe "downtown" madness. |
A message for CLAUDE - he's reading this, I know.
The truth shames the devil. AND it hurts, doesn't it? AND it's funnier than fiction, every time.
MJ |
play with no pay
looks like greed is here to stay
love the black girls rule all day
but if you ask me cluade sounds gay |
I was an original member of the TRUE magazine team and unfortunately everything here is a little too familiar. Claude will continue to rip off any one he has any dealings with. The only advice I can offer is too steer well clear of "he with little moral fibre" and spend your hard earned cash on better magazines. TRACE doesn't cater for its readership, it merely feeds Claude's ego. Anyway, what the fuck does Claude know about London??? |
since we're talking about print, for once, let me continue mr. obuduwa brings up the future of internet communications but anyone with a palm knows how painfully slow those connections are, and that is in 2 colors on a what, 60 by 50 screen? the problem is physically, structurally, the amount of wiring, cabling, etc. and the ability to put such machines in the hands of the general public is just too far off, at least 5 years down the line . . .all these getish gadgets in WIRED and source features on tech toys and gadgets are simply not within reach. We really have to think about the model of the internet and e-commerce, and look at who is really profiting from such ventures, and at what cost to what is supposedly our demographic. I believe that a well produced publication, photocopied, stapled at your office after hours, will be much more effective, on a broader social and political front, than a glitzy shiny peice of code that is designed to make people buy consumer goods. call me out as a socialist or anti-capitalist but that is the reality.
as for Vice, I'm sure you have read it. peep their monthly picks for hip hop . . . or any of their interviews (off the top of my head, rubberroom, kool keith, the roots (along time ago), etc.) you will not find any jiggy ass DMX 20 page fashion layout. vice is the ego deflator and perhaps some people are simply hurt from having their online, or print, egos, hurt. |
since we're talking about print, for once, let me continue mr. obuduwa brings up the future of internet communications but anyone with a palm knows how painfully slow those connections are, and that is in 2 colors on a what, 60 by 50 screen? the problem is physically, structurally, the amount of wiring, cabling, etc. and the ability to put such machines in the hands of the general public is just too far off, at least 5 years down the line . . .all these getish gadgets in WIRED and source features on tech toys and gadgets are simply not within reach. We really have to think about the model of the internet and e-commerce, and look at who is really profiting from such ventures, and at what cost to what is supposedly our demographic. I believe that a well produced publication, photocopied, stapled at your office after hours, will be much more effective, on a broader social and political front, than a glitzy shiny peice of code that is designed to make people buy consumer goods. call me out as a socialist or anti-capitalist but that is the reality.
as for Vice, I'm sure you have read it. peep their monthly picks for hip hop . . . or any of their interviews (off the top of my head, rubberroom, kool keith, the roots (along time ago), etc.) you will not find any jiggy ass DMX 20 page fashion layout. vice is the ego deflator and perhaps some people are simply hurt from having their online, or print, egos, hurt. |
The Manifest comment was low. Funny but low..... |
all i want is a BLACK GIRLS RULE tee shirt! |
yo,
Kaminary: Claude didn't rip off True; he was one of the co-founders. he was part of the original true staff.
Mel: I have an extra Black Girls Rule t-shirt!
haha! ya want it? |
Dunno if the other half of that partnership would agree that he didn't rip it off...down to the typeface of the logo.
...bad business, especially when it's family. |
Big J--I feel where you're coming from. In terms of cost-effectiveness and addressing serious issues, print is still king. However, you take a peek at apps like the Microsoft Reader and all the big-ass dollars the publishing industry is putting into e-books, and you can see that digital printing is about to hit big. If you're already in the publishing biz, y'all know about the increases in paper cost over the last couple of years. That's only going to get worse. Believe me, paper printing is about to become a luxury in the near future.
"I believe that a well produced publication, photocopied, stapled at your office after hours, will be much more effective, on a broader social and political front, than a glitzy shiny peice of code that is designed to make people buy consumer goods." That may be, but your after-hours mag made on the sneak will not make a dime of profit. That's what it boils down to--it's great to do it for the love, but you got to pay your staff and your bills somehow. Those "jiggy ass" fashion spreads and the like are what people actually want in their music and lifestyle magazines. You're not doing anyone any favors by assuming an elitist stance and talking about no-name mags with a skeletal readership. The vast majority of the hip hop-listening audience prefers DMX to Kool Keith. Such is life. Deal with that. It ain't my preference, and it surely isn't yours, but that IS what most folks like. Just 'cause I like to cool out with Martin Amis while listening to Fela Kuti doesn't mean I expect everyone else to. |
so is the internet a vehicle for change? what you and I, mr. dolo.net might agree on, may be for the greater good? I see fashion spreads that feature gold and diamond as the centerpieces in a fuckin magazine that costs $2.95? you are fucking kidding me . . . the net used to be about the love, and not about the profit and e-commerce, but it was hijacked by big industry. do a search on anything two years ago and you would have come up with a list of fan sites, discussion groups, etc. now do a search on say, "fela kuti" and all you get are amazon search results that say, look for a book on ________ or various companies trying to make a buck off of anything! . . . it is sickening and completely off of what I, and many others, believe is a better intent or purpose for all the time and money spent on creating content. this site? no ads, no bs, straight discussion . . . what more could you want? there is a greater trend for new technology to always be subverted by capital accumulation and profit-mongering so there must be a space for alternatives. there can be a shift in style, in tastes, and if we are this so-called generation, if our tastes define it and our preferences, then we should not be jerked around or held sway to what one CFO thinks will be the greatest ROI for his own personal stock options . . .
apparently all of us are in a great position to contribute to such change . . . and I think many people in this industry read these posts and discussions so there must be some consciousness about where we could take this thing . . . unless of course, we all think that people truly appreciate the materialism, the "dangle in front of your face so you drool but will never have" sort of showboating that has become so prevalent . . .
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Hello. There's a great editorial piece about the line for the guest list at the De La Record Release party on Platform.net in the news section.
The cat who wrote it - Andre Morales, I believe - should be recruited to write for UE! |
As a memeber of that family, I can say that that Fuckhead Grunitsky did rip off TRUE and its staff. Vey few of the original staff stayed with him as it became all too apparent that he was a shyster that could not be trusted. The amount of people both in the US and England that have taken a huge amount of pleasure in whipping that weasel's ass is unbelievable. He tried to copy the TRUE blueprint but without the staff or ideas it came all too short of the mark. A testament to the fact that he has neither the talent nor the knowledge. Spread the word and stop this fucker from having any dealings with anyone else ....ever. Once again as we said at the beginning of TRUE , DESTROY THE MYTH |
WHILE CLAUDE & OTHER FAULTY PUBLISHERS/EDITORS ARE BULLSHITTING...
Check out www.nwu.org - the National Writers Union! They have an array of services geared toward protecting writers and journalists, whether full-time or freelance. ALSO, they have an area where you can rate magazines/publishers/editors (including online) based on rate of pay, how long they take to pay, etc.! Word.
Finally, the dues are not high, from $95 to $210 per year, depending on how much you're making as a journalist/writer - sliding scale - AND they even help people get royalties when their print work is published online.
Please spread the word!
Miranda Jane
"The Terrorist Journalist" |
Trace is one of the best urban fashion mag's out here. have you seen there spead outs.... they speak for themself .. i just wish i could find the mag in the atl more often |
What can I say about the ass backward yokels at TRACE magazine? Thanks for sleepin on an awesome concept..
Mel.. I'll bootleg some tees... like Whitty Hutton! It's time for Sistas to get Renegade! |
black girls rule tee shirt, its all i want. |
Yo! Miranda Jane! Didn't you work for Gee Street once? |
The Magazine Formerly Known As Trace...It should be called Tricks, cause that's what Claude's gonna be turning just to pay all the people he owes money to. Ay yo Miranda, fuck a class action suit-there's no money in it. Not to worry though, word on the street is he's a marked man - He fucked over too many off the wrong people in NYC. Surprised no one has ran up to the office on Broome Street and fitted him for cement shoes! How the fuck does he sleep with himself at night. Speaking of that poor woman, what's her name...Margie. I heard she's owed like $15,000.00 and she still answering the phones! What kills me is I saw Claude the other day and he really feels himself, like his shit don't stink. He swears he's A-List when really people just keep laughing behind his back. Everybody who's been there has left and is making it happen elsewhere.
Smokey Fontaine - The Source, Volume.com
Eddie Brannan - Creative Director-The Fader
Melinda Siriwardana - Platform.net
Matty-Ho - Marketing-Triple 5 Soul
The list goes on...
I have stories for days about this fool Claude...
You want the dirt, just holla back |
Claude is the the dirtiest motherfucking dog alive, and eddie just sucked his balls. Claude's days in publishing are numbered. As for Trace, I was the best thing that happened to the ragged mag. Suck my dick, Claude |
Yo Claude, who's afraid of the big bad wolf? |
claude claude claude. looks like the bullshit is catching up with you, no? this one right here is for pierre cortes. he wanted you to know that he has seen this and finds it HILARIOUS.
and hey, who wrote that funny little poem about claude sounding gay? teehee |
claude wrote me a cheque for 13 dollars and it bounced. and then, on top of that, it took me THREE WEEKS to get a replacement. nigga wanted to pay my ass in installments and shit. |
i'm interested in hearing more about claude grunitzky. particularly, is he a shyster by nature, or has he been in circumstances that have forced him to pinch pennies? is he just a bad manager/leader or is he an a-shole? do you know him personally? who has he stiffed in nyc? is there anything GOOD to be said about him, his talent, or his magazine? i need as objective information as you can give me, i need to know facts, his actions. NOT his personality. as many stories as you can stomach would be great. thanks. |
Grunitzky is the NASTIEST muthafucker in the magazine industry. He owes checks to everybody I know. Even Poland Spring had to burst into his office to repossess his water dispensing machine because he had bounced checks on them. He is also an arrogant, pretentious IDIOT. Part of the reason he closed his UK office is because he was HATED in London and it was only a matter of time before somebody broke his legs. |
Grunitzky is the NASTIEST muthafucker in the magazine industry. He owes checks to everybody I know. Even Poland Spring had to burst into his office to repossess his water dispensing machine because he had bounced checks on them. He is also an arrogant, pretentious IDIOT. Part of the reason he closed his UK office is because he was HATED in London and it was only a matter of time before somebody broke his legs. |
Grunitzky is the NASTIEST muthafucker in the magazine industry. He owes checks to everybody I know. Even Poland Spring had to burst into his office to repossess his water dispensing machine because he had bounced checks on them. He is also an arrogant, pretentious IDIOT. Part of the reason he closed his UK office is because he was HATED in London and it was only a matter of time before somebody broke his legs. |
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