Tally Ho!

A one-off artful visual treat

Fast-forward, fearless, mischievous, honest, passionate, great-looking, and self-confident, Tally Ho! sought to reinvent the art publication and foster the next generation of art lovers and critics. It aimed to inspire, refresh, surprise, trigger thoughts and engage ideas, both in the public realm and at a commercial level.

Spencer was instrumental in Tally Ho!’s launch, driving its digital presence, managing its website, and coordinating the behind-the-scenes work that brought the magazine from concept to release. From online rollout to day-to-day coordination, he balanced the scrappy, guerrilla spirit of an indie art project with the precision needed to deliver a polished product, to give the magazine reach beyond print while keeping the rollout on track.

Tally Ho! wasn't your typical magazine when it launched in 2013… and it still isn't to this day. It was rock ‘n’ roll meets Afro-punk, colliding music, photography, fashion, and fine art into a visual statement that challenged convention and stood apart from the formulaic gloss of the mainstream rack. A riot of imagery and ideas, threading the needle between tradition and edge, it showcased seen and unseen talent from around the globe, capturing the intersectionality of its subjects and transcending genres long before the world caught up.

Tally Ho! was a powerful visual compilation that spat in the face of the status quo, providing a refreshing and distinctive view of culture. That attitude made it far more than a magazine; it was cultural currency, the kind of swag people fought to grab at downtown New York City gallery openings.

Kickstarter Pitch Video

Funding on Kickstarter

Spencer spearheaded the Kickstarter campaign that successfully raised $10,000 in 21 days, funding the magazine’s launch and rallying a community around its vision. With rewards ranging from limited t-shirts and signed copies to special cover editions, metallic fine art prints, and a professional photo shoot by photographer and magazine co-founder Phil Knott, the campaign gave backers a way to buy into the project as much as the product.

With the money raised going to printing, pre-press, staff, shipping, global distribution, and freelancers/contributors, Spencer kept the operation tight and fast, coordinating with artists, managing rewards and deadlines, and ensuring every promise was delivered. The effort was spotlighted by Crain’s New York, Hunger, and AFROPUNK, and amplified by Stüssy and East Village Radio, underscoring the magazine’s crossover appeal at the intersection of art, fashion, and culture.

Spencer drove Tally Ho!’s social media identity as its Social Media Coordinator, giving it the same grit and cheeky snarl as the magazine itself. Every post was in lowercase, stripping away what little semblance of polish and formality there may have been with steel wool. Armed with only his phone camera, he captured graffiti, street art, grimy club bathrooms, dirty cityscapes, art pieces, old film stills, subway tiles, and more. He spliced these in with close-up zoom-ins of images from the magazine itself, not as polished reveals, but as raw teasers designed to provoke curiosity and build anticipation. The result was a feed that felt underground, unfiltered, and alive. This wasn’t branding. It was attitude; a direct extension of Tally Ho! that gave followers the sense they weren’t just looking at posts, they were in on something fresh, different, and cool.

With no standalone website, Tally Ho!’s social platforms carried the weight of its Kickstarter campaign as well as its launch, serving as a megaphone to blast out the magazine’s brash energy at full volume, amplifying a print run of 75,000 copies. His work translated the magazine’s bold and immediate bite off the page and straight into the feeds where its audience lived.

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