On the APE list

It is with great excitement I am pleased to announce that my alter ego the Andrew Hetherington is featured today as part of Rob Haggarts 'On the list' series over at APE.

I am sure some out there think that this is a massive conspiracy with a few hands controlling all the photoblogospheric threads but this is not the case, well not in this instance anyways, apparently I was there on artistic merit.

Yes of course the same names and blogs keep on cropping up in what seems like an endless reach around but as the community expands a more diverse cross section is beginning to bear its soul. But we will save all that for another day and get back to the post in hand.

So I like many others was convinced that APE was a woman, it was something about the writing in the beginning although I have to say I was pretty sure it wasn't Kathy Ryan. We were mighty pleased with ourselves to discover him here first on day two when we found the link via Technorati. APE quickly became a phenomenon throughout the photo world and was the talk of the town here in New York with every photographer and editor speculating as to his or her identity.

It was always a thrill to see that APE had picked up on some of my own postings from time to time so at the very least I knew whoever it was was a 'Jackanory' reader. Over the first couple of months his style and voice developed and my instincts led me to believe we were now reading a males perspective, leaving only a couple of possible candidates after one does the masthead math. There really aren't too many male Photo Directors. My own suspicions were confirmed by a third party who had a revealing email from Rob.

I shared the info with a few trusty confidants but chose not to disclose him to a wider audience. I didn't see a point especially knowing the reputation of his maniacal boss one Jann Wenner who I am sure would get out the firing squad on the slightest corporate indiscretion. Not that Rob was giving away damaging insider information but a lot of these companies are scared and insecure and have nondisclosure clauses in all staff contracts. I was reminded about the instance last year where a female employee was canned by a magazine for writing another behind the scenes anonymous blog.

I have to say it was all quite fun. Every time I was out with photo friends or editors talk would quickly turn to APE and the guess the identity game would begin. It was always interesting who's name came in the mix and more importantly the reasoning. I remember one editor coming up to me at the American Photo bash with her own astute observations after a remark Rob had made in a recent post "Can't be a woman or a gay guy because they don't go for beers !'

So what do you know out of the blue one Friday morning in November we get an email from APE."Hey Andrew yes its me Rob Haggart, I am APE, would you like to meet up sometime ? Sure" says I " How's your week look next week ?" was my reply "No how are you fixed today ?" went Rob "Okey dokey then I can meet, lets do it".

There you go a clandestine luncheon was arranged. I have never worked directly with Rob and we never spoke over the phone or met in person pior to this. I did one shoot during his reign at Outside but I don't think it ever ran and the last thing I did for Mens Journal was at the tail end of the previous regime. I did know what he looked like though having seen him from afar at an industry event.

Lunch was quite the occasion like two old giddy schoolboy friends sharing our experiences. It was a real treat to talk about the biz and most especially how our blogs have changed our lives and how exciting, inspiring and challenging it is to be involved.

Rob was gracious to say how blogs like 'the Jackanory, Conscientious, Alec Soth and Drinking with a Deadman' were catalysts in his own beginnings and how he was shocked to see I had discovered him so early on. He had been hoping to share it with friends for the first month or so as he found his stride. But there was now no time for that as the pressure was on from the git go.

Jann Wenner picked up the tab, thank you very much sir. No worries you owed me, I will never forget the time your accounting department stiffed me out of expenses on my one and only Mens Journal gig. Wouldn't mind that these extras were caused by an act of nature and the inability of your official travel agent to provide sufficent support services to a photographer stuck in the field dealing with bad weather, cancelled flights and limited options.

We joked to ourselves on the way out that we hoped we didn't get spotted together as tongues may begin to wag as one couldn't but help wonder how our relationship would move forward now. But a short while later a little spanner was thrown in the works when I was in a meeting with another Photo Director friend "hey" she says " I am pretty sure who APE is, its Rob Haggart over at Mens Journal and I just got a call from a headhunter they are looking for a new Photo Director over there." Fuck I mutter to myself. What do I do now, drop Rob a line telling him he's about to get the axe. Talk about a crisis of conscience I didn't know how to play it. Thankfully I get the email from Rob shortly after announcing his departure and am relieved it is he who has pulled the plug.

APE is one of those very special unique things that we should all treasure. Its been pretty amazing what he has put out there and although one misses the anonymous from time to time it has been truly inspiring to see him keep bringing it everyday, even more so now that he is out in the open.

Heres to you Rob Haggart, a true original !

Oh and in accordance with this special honor I have updated and upgraded the website and yes I know it is Livebooks but feel free to let me know what you think, I can take it.