• To document Oakland’s incredibly talented, historically slept-on scene and establish a promotional platform to uplift the city’s artists and culture keepers locally, nationally, and internationally.

• To cover Oakland’s cultural renaissance from an Oakland perspective.

• To establish an alternate media narrative which tells the real story of Oakland

• To facilitate constructive dialogue about art and its role in society.

• To facilitate community engagement and immersion in the arts.

• To further the concept of an artistic/cultural platform as an economic development initiative.

• To represent the city’s rich cultural history in the face of an influx of newcomers and gentrification.