Brad Tolinski
Brad Tolinski was the Editor-in-Chief of Guitar World Magazine for 25 years. He also served as Editorial Director of NewBay Media's music division, which also includes Guitar Aficionado and Revolver magazines. He then moved to Harris Publications as the Editorial Director of Special Projects, and then became Editorial Director of Special Projects for AMG Parade in New York City. Currently he is the editor of Cannabliss, a new magazine focusing on health, wellness and cannabis published by Centennial Media.
Early career
Tolinski was born in the suburbs of Detroit, Michigan. He studied Journalism and Philosophy at Wayne State University. In 1985, Tolinski moved to New York City and started working at We Buy Guitars, a guitar shop on 48th Street. He left after a few months and started working at the Digital Music Center, one of the first recording studios in New York that used Apple computers to sample, sequence and record.While working at the studio, Tolinski started writing for an independent music magazine called Music, Computers and Software. He interviewed musicians such as Roger Waters, Stewart Copeland and Joe Jackson. In 1986, Tolinski became the Managing Editor of the magazine. In 1988, he was recruited to work on a short-lived electronic music publication called Modern Keyboard that folded after just a few issues.
''Guitar World''
In September 1989, Tolinski joined Guitar World as Associate Editor to help straighten out circulation problems. When the Editor-in-Chief Joe Bosso left in March 1991 to pursue a record industry A&R job, Tolinski was installed into his position.“I wanted the magazine to convey to readers that we understood what it means to play guitar and be in a band,” said Tolinski in an interview with Rockcritic.com, “And that, above all, it is fun. Taking a dry, technical approach to things has its place, and we certainly are committed to teaching the guitar, but Guitar World wouldn’t be as popular as it is if that’s all there were to it. Our readers relate to us – so much so that when they complain about something in a letter or an email, it’s with the kind of vehemence you usually reserve for a relative. That’s a good sign. We work together like a band – everyone feels like they play important roles in a creative collective, not like some industrial cog. There’s lots of pressures at times, but it’s also fun – and I believe our readers are intuitively hip to that, because it shows up in our writing design, headlines and photographs.”
''Future US'' music division
Tolinski was also the Editorial Director of Future US’s music division, which includes Guitar Aficionado and Revolver. He was heavily involved in the launch of Revolver in the spring of 2000, when it was launched as a general interest rock magazine. After that was discontinued by then-owner Harris Publications, Tolinski decided to turn Revolver into a heavy metal magazine. He says, “My reasoning was that there would be less cost, it would be a more focused audience and there would be more endemic advertising. There was also a gap at the newsstand for an entertaining, well-designed, well-edited hard rock magazine. I wasn’t particularly overjoyed at pulling the plug on the original Revolver – Tom and I loved making those first issues – but I think Revolver Mach II turned out well, and current editor Brandon Geist is doing really good work."Tom Beaujour, Greg Di Benedetto, and Tolinski were deeply involved in creating Guitar Aficionado. He says, “ noticed that as players matured, their tastes in music and how they viewed the instrument changed. Guitar Aficionado is just a reflection of that. It’s not necessarily ‘high-end.’ You don't have to be a millionaire to be interested in travel, food, fashion or beautiful guitars.”
NewBay Media
In 2012 Guitar World, Guitar Aficionado and Revolver magazines were purchased by NewBay Media. This publishing company also holds several other U.S. music titles, including Guitar Player, Bass Player, Electronic Musician, Keyboard Magazine, Mix Magazine, and more. Shortly after this transition, Tolinski was named Editorial Director of the Music Group. He continued to also be the editor in chief of Guitar World.Harris Publications
In April 2015 he left Guitar World and took on the position of Editorial Director of Special Projects for Harris Publications. Directing a team of editors, he was responsible for producing a wide variety of titles on diverse subjects such as The History of the PC, The 70's, Pink Floyd, The Heart, and many others.AMG Parade
After the unexpected closing of Harris Publications in April 2016, Tolinski moved to AMG Parade as the Editorial Director of Special Projects, continuing to produce and edit titles including those focusing on The Grateful Dead, Star Trek, and many others on a wide variety of topics.Music
Tolinski is the producer of a compilation CD for Steve Vai's Favored Nations label that focuses on female guitarists, called She Rocks Vol. 1. The project was producing in cooperation with the and was released on January 20, 2017 in Anaheim, CA.Books
On October 13, 2012, Tolinski released the book Light & Shade: Conversations with Jimmy Page, published by Crown. Rolling Stone lauded, “An effective, comprehensive account in the guitarist’s own words of his life and music….Keep a copy near the records – and your guitar.” The Boston Globe wrote, “Brad Tolinski’s “Light & Shade: Conversations With Jimmy Page” sheds serious light on this poorly understood, enigmatic musical genius.” The book was published in ten languages.Tolinski co-authored Play It Loud: An Epic History of the Style, Sound and Revolution of the Electric Guitar with Alan DiPerna. Hailed by NY Times bestselling historian Douglas Brinkley and legendary guitarists Carlos Santana and Billy Gibbons, the book released on October 25, 2016, and chronicles the history of this iconic musical instrument. Parade Magazine stated, "Music journalists Brad Tolinski and Alan di Perna are so passionate about the electric guitar they wrote the book on it, delving deep into the instrument’s history, greatest hits and artists."
The book was the basis for an exhibit at the Metropolitan Museum of Art in New York City which ran from April 8 - October 1, 2019, titled, "Play It Loud: Instruments of Rock and Roll".
BackStory Events
In 2015 Tolinski formed a new production company with music industry marketer Laura B. Whitmore called BackStory. The pair produces live interview events with iconic musicians that are streamed on partner media platforms, like AOL.com, Parade magazine and Guitar World. Interview subjects have included Roger Waters, Tom Jones, Joe Satriani, Zakk Wylde, Warren Haynes, The Zombies, Nile Rodgers, Anthrax, Colbie Caillat, The Violent Femmes, Amy Lee and others. Tolinski has conducted many of the interviews himself.In September 2016, Tolinski and Whitmore launched a new live streamed series on Twitch called BackStory Events: Live from Saint Vitus, that features metal and hard rock bands performing at the iconic Brooklyn-based Saint Vitus bar. The series streamed the Revolver Music Awards on December 13, 2016 and produced a live news show for NAMM in Anaheim. They currently have several events in production live streaming from The Cutting Room in NYC, where they host their regular BackStory Events series.
Media appearances
Tolinski appears in the documentary Classic Albums: Deep Purple Machine Head. He hosted a special interview for Guitar Center Sessions with Slash in 2008.Tolinski was interviewed at the Revolver Golden God Awards in 2011 and was on the panel of judges for Guitar Center’s King of the Blues Contest in 2011. Tolinski wrote program notes for the 2011 Rock and Roll Hall of Fame induction.
He has conducted many live interviews on the AOL Build series including those with Roger Waters, Tom Jones, Joe Satriani, Zakk Wylde, Warren Haynes, The Zombies, Nile Rodgers, Anthrax, and The Violent Femmes.