POND Magazine is an online culture publication based in Brooklyn, NY, founded in 2013 by Natalie Leonard after interning at Interview Magazine. Upon graduating from Penn State in 2016, Leonard began working in Vogue Magazine’s photo department. In 2017 she left to work for fashion designer Alexander Wang where she currently acts as a creative producer.
Rachel Cabitt joined POND in 2015 as Digital Director. She graduated from New York University’s Tisch School of the Arts with a BFA in Photography & Imaging in 2016. Upon graduating, she immediately dove head first into freelancing. Her clients include Rolling Stone, Pitchfork, The New York Times, Refinery29, Universal Music, Mom+Pop Music, and Opening Ceremony among others.
POND gives artists the platform to share their work through their own perspective, and for readers to find original content on their favorite artists that they won’t find anywhere else. We’ve featured a diverse group of artists from photography duo Wiissa, Chicago based band Twin Peaks, painter Jessica Spence, singer/ songwriter Maggie Rogers, Australian duo Kllo, and designer Crystal Zapata. Our model is to collaborate with artists, creating unique pieces together, from inviting friends to interview each other, to drawing answers in our Setlist and Pictionary features.
In 2018, POND was viewed over 65,000 times. Each month, the site gets over an average of 4,000 unique viewers and is growing with visitors from all around the world, including the US, France, Great Britain, and Australia. Within the United States itself, our top cities are New York, Chicago, and Los Angeles. Our audience is 58% female, 42% male and range in age from 18 to 34.
Social Media Extensions
Since POND exists online, we host events each month to meet our audience and collaborators. We’ve held shows at Brooklyn venues Baby’s All Right, Brooklyn Bazaar, and Alphaville, thrown an art show at LES gallery Chinatown Soup, and a showcase at Austin’s SXSW.
In December 2017 we started Secret Friend, an immersive dance party combining art and music, with Brooklyn based music collective Psymon Spine.
While our content is primarily digital, we’ve released two one-off zines. The first with clothing line Dolores Haze, GRRRLS ONLY, featuring a group of all female artists of musicians, photographers, and designers. With the help of THINX, West of Dirty, and PopGun Presents we had our release show at Baby’s All Right where three of the featured artists performed.
Our second zine was It’s Cold Out There with Chicago based band Twin Peaks. With the help of photography brand Lomography, we had seven photographers document the bands’ three night run at Thalia Hall for New Years, in the end creating a 60 page collectors item. We held a contest with Grand Jury Records, promoting Twin Peaks and Philadelphia’s The Districts upcoming tour, giving away a copy of the zine, a print from the book, and tickets to the shows.
We collaborated with six artists on our first tote bag capsule. Our original bag reps the phrase "Don't tell me what to do!" inspired by our experience as two young women running our own magazine and people trying to boss us around. We felt like that went for a lot of young artists trying to make it in the industry, which is why we had each artist put a spin on the slogan and design a tote bag of their own. The featured artist were Camilo Medina, Alexa Viscius, Alec Castillo, Caroline Vance, Clare Byrne, and Alberto Pazzi.