It quickly established its mastery of the new media ecosystem with a video hoax that showed designer Marc Ecko spraying graffiti on Air Force One, one of the first instances of viral marketing on YouTube, then only a year old.

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He will serve as Associate Publisher for Mass Appeal, which was originally founded in 1996 as a graffiti magazine and has since involved into a broader outfit spanning print, web, video and a monthly event series.

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