Gema.tv

I love Internet video magazines because they’re such great opportunities to present content in a different way, but I haven’t found many that hold my interest. After receiving an intriguing poster/flyer for the Brazilian Gema website, I went home and loaded the site, expecting a standard one featuring the usual bells and whistles of a fashion site: models, expensive clothes and interviews with designers. Uh, not exactly. It’s still taking me some time to figure out this experimental video mag, but it’s clear Gema’s focus is on the style side of pop culture with music in the mix. They have a ton of content for their beta version, including a small package of interviews and video with Baby Gab, a former child star who currently writes a well-trafficked blog detailing his everyday life; Q&As with movers and shakers of the Brazilian fashion world; footage of European deep house DJs Prins Thomas and Martin Landsky at a recent show in Rio; and a slew of weirdly conceived fashion clips, like one of a model dancing around a room and another of Baby Gab in his underwear trying on different animal hats (how is that fashion?). The artsy approach is what is going to keep me coming back. They do have a few things to polish up, but it will be a promising venture if they remember to keep the fashion-snob factor out.