Publisher’s Spotlight: Hassla
These past months we have been focusing on books on Lenscratch. In order to understand the contemporary photobook landscape, we are interviewing and celebrating significant photography book publishers, large and small, who are elevating photographs on the page through design and unique presentation. We are so grateful for the time and energies these publishers have extended to share their perspectives, missions, and most importantly, their books.
Hassla is a New York-based publishing project by artist David Schoerner; founded in 2007 with a focus on artists’ books and catalogues.
Today, Daniel George interviews artist and publisher David Schoerner.
Follow Hassla on Instagram: @hassla.books
What was the first book you published, and what did you learn from that experience?
David: A small 16 page book of my own photographs while I was still in undergrad.
What is your mission as a publisher?
David: Make books with artists.
How big is your organization?
What are the difficulties that publishers face?
David: Currently, getting paper.
Are there any publishing projects that have been particularly meaningful to you? What upcoming projects are you excited about?
David: They’re all important to me but one early one that stands out is Anne Collier’s Woman With A Camera (35mm). Very excited about upcoming books for this year but all are a little too early to share.
How many books do you publish a year, and how do you choose which projects to publish? Do you have a specific focus?
David: It varies each year. Projects typically come about organically, often meeting artists through other artists I’ve worked with. I don’t think I have a specific focus.
How can an artist get their work in front of you? Do you have any advice for photographers? What is the typical timeline of a project, from the beginning to the finished product?
David: I’ll look at whatever is sent to me but I can’t alway respond. Timelines vary greatly. I’ve done books in as little as a couple weeks. Usually maybe a few months.
How collaborative is the design process with the artist?
David: I usually think its better the more collaborative it is.
How is the financial side of the project structured between publisher and artist? Does the artist contribute to production cost?
David: Varies. If I approach an artist I cover printing costs. If an artist comes to me and its something I’m interested in but don’t have funding for at the moment, we try and figure out where we can get funding from.
What support do you give artists in terms of marketing or distribution? Do you attend book fairs?
David: I do the Printed Matter book fairs in NYC and LA and some other smaller fairs. I also work with Antenne books for distribution in UK and Europe.
David Schoerner is an artist living and working Brooklyn, NY.
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