If there’s an up-and-coming band in Los Angeles, Ally Hasche knows all about it.
But she doesn’t just know about it. She interviews band members, writes stories and publishes them in her own magazine. Centered on the art, music, film and food of L.A., VIA Publication is a gateway to the city’s colorful cultural scene. In addition to being available online, the magazine, which Hasche co-founded in 2013, is sold in independent bookstores across the country, and at the Los Angeles County Museum of Art and the Museum of Contemporary Art gift shops.
Hasche exudes California cool: relaxed with a no-fuss style, but when she talks about her favorite musicians and the people she’s interviewed, her eyes light up. “There’s a lot of really cool stuff going on in L.A. that people need to pay attention to,” she says.
Balancing student life by day and event coverage by night, Hasche works on the biannual publication year-round. She constantly scours the Internet and venues near her Echo Park apartment for new projects.
As a music editor, she’s in her element when rocking out with the internet public radio station Dublab and mingling with Creative Underground Los Angeles, an organization that promotes artistic collaboration.
“I look for smaller, local things that are happening and have longevity in print,” she says.
We want them to be things that you can pick up in two years and still say, ‘Wow, that’s cool.’”
Hasche, a Northern California resident, came to Cal Poly Pomona to study art history. Soon after arriving, she and three friends led a donation campaign to launch VIA Publication.
“It was scary to start this magazine. I had just moved here, and we were all pretty new,” she says. “People were really supportive and we were able to make more than our original goal.”
When dreaming up the title, they thought that it needed to express the magazine’s purpose as a translation of cultural information.
“We look at ourselves as a type of navigation tool for people interested in L.A. music, art, and food. We are documenting and archiving cultural L.A. content and creating a format in which that information can travel to our readers.”
Hasche hopes that with every page turn or click, the reader sees the vibrant side of her beloved city.
“People have this misconception that everyone who lives in L.A. is in the film industry, but there is so much going on that’s really weird and off the beaten path,” she says. “You don’t have to look that hard for it. That’s why I wanted to start the magazine. I think it’s important that people know about those things.”