Claude Grunitzky
Encyclopedia
Claude Grunitzky is a journalist, editor and entrepreneur. He is best known as founder and editor-in-chief of the quarterly publication TRACE, an international fashion and music title, and as a co-founder of the Trace TV
network. He runs TRUE, a transcultural think tank and consultancy through a strategic partnership with leading network TBWA\Worldwide, and is often involved in organizing international cultural exhibitions and events.
. His granduncle was Nicolas Grunitzky
, former president of Togo. When Grunitzky was seven years old, his family left Togo for the United States, where his father had been appointed ambassador to Washington. Five years later, Grunitzky moved to France to study at the Catholic boarding school College de Juilly and, later, at the Institut d’Etudes Politiques de Paris Sciences-Po.
At the age of 20, Grunitzky moved to London after a year at Sciences Po, to pursue studies in economics at London University. It was there that he embarked on his career in journalism, writing for Dazed & Confused
, The Big Issue
and The Guardian
. In 1995, at the age of 24, he launched TRUE magazine, which met with immediate critical success and was renamed TRACE a year later. In 1998, he uprooted to New York and oversaw the magazine as it carved a niche for itself in the world of independent publishing, with its own distinctive brand of transcultural reportage. As the magazine grew in influence, he co-founded TRUE Agency, a specialized advertising agency based in Los Angeles and Nashville. In February 2003, Grunitzky and business partners Richard Wayner and Olivier Laouchez completed a multimillion-dollar financing deal led by Goldman Sachs
Group. As a result, the TRACE brand is now being leveraged globally across various television, radio, mobile, event and interactive platforms.
Grunitzky, a frequent contributor to the French weekly “Courrier International
,” has worked as an associate producer on the BBC
’s “The Works” series. He currently advises global marketers in the fields of youth culture and social responsibility. In 2008, Grunitzky co-curated, with the cultural services of the French Embassy in the United States, the “I Kiffe NY” festival, devoted to bringing the best of French urban culture to New York City. Grunitzky is also a board member of Humanity in Action, a non-profit organization which works to build global leadership, defend democracy, protect minorities and improve human rights in Denmark, France, Germany, The Netherlands, Poland, and the United States.
Born out of the short-lived TRUE magazine, TRACE
was started by Grunitzky in London in 1996. Beginning life as predominantly an urban culture magazine, TRACE
’s identity was quickly influenced by Grunitzky’s nascent interest in what he termed ‘transculturalism’ – a phenomenon referring to those individuals who, in their lifestyles, transcend all traditional sociological notions of race, class or gender. Although the magazine’s front pages continued to feature stellar figures from the rap and R&B scenes, including Alicia Keys
, Mary J Blige and Rihanna
, the establishment of ‘country themed’ issues, beginning with ‘Brasil 2000’, marked a clear step in the direction of an explicitly international approach to popular culture. As a continuation of this, 2007 saw the launch of TERRACE Magazine, a travel-oriented sister publication to TRACE
.
Television
In 2002, Grunitzky launched TRACE TV, the world’s first international urban music channel, with Richard Wayner and Olivier Laouchez, in partnership with Goldman Sachs and Groupe Lagardère. TRACE TV is now broadcast in over 130 countries.
Marketing
In 2002, Grunitzky also co-founded the TRUE, Agency, a marketing agency based in LA in partnership with the TBWA\Worldwide group and with three partners, Richard Wayner, Valencia Gayles and Christopher Davis.
Trace TV
Trace Urban is a French music video television network devoted to play urban contemporary music videos, founded by the French businessmen Olivier Laouchez and Claude Grunitzky....
network. He runs TRUE, a transcultural think tank and consultancy through a strategic partnership with leading network TBWA\Worldwide, and is often involved in organizing international cultural exhibitions and events.
Biography
Grunitzky grew up in the Togolese capital of LoméLomé
Lomé, with an estimated population of 737,751, is the capital and largest city of Togo. Located on the Gulf of Guinea, Lomé is the country's administrative and industrial center and its chief port. The city exports coffee, cocoa, copra, and palm kernels...
. His granduncle was Nicolas Grunitzky
Nicolas Grunitzky
Nicolas Grunitzky was the third president of Togo. He was President from 1963 to 1967.-Biography:He was born in Atakpamé to a German father and a Togolese mother. He studied civil engineering at the ESTP in Paris and was a public administrator before leaving to form his own company...
, former president of Togo. When Grunitzky was seven years old, his family left Togo for the United States, where his father had been appointed ambassador to Washington. Five years later, Grunitzky moved to France to study at the Catholic boarding school College de Juilly and, later, at the Institut d’Etudes Politiques de Paris Sciences-Po.
At the age of 20, Grunitzky moved to London after a year at Sciences Po, to pursue studies in economics at London University. It was there that he embarked on his career in journalism, writing for Dazed & Confused
Dazed & Confused (magazine)
Dazed & Confused is a British style magazine, that was set up in 1992 and published monthly. Its founding editors were Jefferson Hack and Rankin...
, The Big Issue
The Big Issue
The Big Issue is a street newspaper published in eight countries; it is written by professional journalists and sold by homeless individuals. It was founded by John Bird and Gordon Roddick in September 1991...
and The Guardian
The Guardian
The Guardian, formerly known as The Manchester Guardian , is a British national daily newspaper in the Berliner format...
. In 1995, at the age of 24, he launched TRUE magazine, which met with immediate critical success and was renamed TRACE a year later. In 1998, he uprooted to New York and oversaw the magazine as it carved a niche for itself in the world of independent publishing, with its own distinctive brand of transcultural reportage. As the magazine grew in influence, he co-founded TRUE Agency, a specialized advertising agency based in Los Angeles and Nashville. In February 2003, Grunitzky and business partners Richard Wayner and Olivier Laouchez completed a multimillion-dollar financing deal led by Goldman Sachs
Goldman Sachs
The Goldman Sachs Group, Inc. is an American multinational bulge bracket investment banking and securities firm that engages in global investment banking, securities, investment management, and other financial services primarily with institutional clients...
Group. As a result, the TRACE brand is now being leveraged globally across various television, radio, mobile, event and interactive platforms.
Grunitzky, a frequent contributor to the French weekly “Courrier International
Courrier International
Courrier International is a Paris-based French weekly newspaper which translates and publishes excerpts of articles from over 900 international newspapers. It also has a Portuguese and a Japanese edition...
,” has worked as an associate producer on the BBC
BBC
The British Broadcasting Corporation is a British public service broadcaster. Its headquarters is at Broadcasting House in the City of Westminster, London. It is the largest broadcaster in the world, with about 23,000 staff...
’s “The Works” series. He currently advises global marketers in the fields of youth culture and social responsibility. In 2008, Grunitzky co-curated, with the cultural services of the French Embassy in the United States, the “I Kiffe NY” festival, devoted to bringing the best of French urban culture to New York City. Grunitzky is also a board member of Humanity in Action, a non-profit organization which works to build global leadership, defend democracy, protect minorities and improve human rights in Denmark, France, Germany, The Netherlands, Poland, and the United States.
TRACE
TRACE MagazineBorn out of the short-lived TRUE magazine, TRACE
Trace (magazine)
TRACE is a quarterly, internationally-distributed magazine with the tagline, 'transcultural styles + ideas'. It focuses on urban culture, and has featured on its cover some of the most significant black artists and models of the last decade, including Snoop Dogg, Mary J. Blige, Biggie Smalls,...
was started by Grunitzky in London in 1996. Beginning life as predominantly an urban culture magazine, TRACE
Trace (magazine)
TRACE is a quarterly, internationally-distributed magazine with the tagline, 'transcultural styles + ideas'. It focuses on urban culture, and has featured on its cover some of the most significant black artists and models of the last decade, including Snoop Dogg, Mary J. Blige, Biggie Smalls,...
’s identity was quickly influenced by Grunitzky’s nascent interest in what he termed ‘transculturalism’ – a phenomenon referring to those individuals who, in their lifestyles, transcend all traditional sociological notions of race, class or gender. Although the magazine’s front pages continued to feature stellar figures from the rap and R&B scenes, including Alicia Keys
Alicia Keys
Alicia Augello Cook , better known by her stage name Alicia Keys, is an American singer-songwriter, record producer, and occasional actress. She was raised by a single mother in the Hell's Kitchen area of Manhattan in New York City. At age seven, Keys began playing the piano...
, Mary J Blige and Rihanna
Rihanna
Robyn Rihanna Fenty , better known as simply Rihanna, is a Barbadian recording artist. Born in Saint Michael, Barbados, Rihanna moved to the United States at the age of 16 to pursue a recording career under the guidance of record producer Evan Rogers...
, the establishment of ‘country themed’ issues, beginning with ‘Brasil 2000’, marked a clear step in the direction of an explicitly international approach to popular culture. As a continuation of this, 2007 saw the launch of TERRACE Magazine, a travel-oriented sister publication to TRACE
Trace (magazine)
TRACE is a quarterly, internationally-distributed magazine with the tagline, 'transcultural styles + ideas'. It focuses on urban culture, and has featured on its cover some of the most significant black artists and models of the last decade, including Snoop Dogg, Mary J. Blige, Biggie Smalls,...
.
Television
In 2002, Grunitzky launched TRACE TV, the world’s first international urban music channel, with Richard Wayner and Olivier Laouchez, in partnership with Goldman Sachs and Groupe Lagardère. TRACE TV is now broadcast in over 130 countries.
Marketing
In 2002, Grunitzky also co-founded the TRUE, Agency, a marketing agency based in LA in partnership with the TBWA\Worldwide group and with three partners, Richard Wayner, Valencia Gayles and Christopher Davis.
Publications
- With Liz Farrelly : Jam : Music + Style, London, Booth-Clibborn, 1996
- Transculturalism : How The World Is Coming Together, New York, powerHouse, 2004
- With Steven Psyllos : 10 Years of TRACE, New York, London, Booth-Clibborn/Abrams, 2007
- Transculturalismes : Essais, récits et entretiens, Paris, Grasset, 2008