Our latest “Industry” interview is with Shiner Distribution stalwart Alan Glass. Find out more about Alan’s skateboarding history, his many contributions to our culture, and his continued efforts to bring the same stoke he still feels to newer generations…
![Alan Glass self portrait for his Slam City Skates 'Industry' Interview]()
Words and interview by jacob sawyer. Alan glass self portrait while on vacation
Alan Glass is an old friend of ours here at Slam. Thanks to a chance meeting with Fos [Mark Foster] at Playstation skatepark at the tail end of the 90s, Alan’s time on the streets of London was set to increase exponentially. He put in the legwork for several seminal Heroin Skateboards releases and crafted them to define different eras of the brand. He was also responsible for the often-overlooked second Landscape video. All of those projects meant that we were fortunate enough to see a lot more of Alan on his days out filming, with our old Neal’s Yard shop fulfilling the role of a clubhouse.
There were multiple instances of Alan contributing to the UK video landscape before meeting Fos and working on the Good Shit video. His editing skills, a talent he first discovered at school, were destined to make him a go-to individual and happily transferred to his passion. This interview covers his early involvement, starting with how he got hooked on skateboarding in the first place. There is some serious serendipity involved with him receiving his first proper Santa Cruz pro board for his birthday in 1988 through to him still filming and editing for that brand today via his role as marketing manager for Shiner Distribution. A fan of skateboarding first and foremost, he is perfectly placed to be recreating the moments that made such an impact on his young mind for fresh eyes.
Lots of people have positions that involve marketing and team managing for specific brands but they are focused on a singular timeline. With the diverse array of American brands that Shiner represent Alan is busier than most, and he has spent over a decade fine-tuning how he delivers the marketing for all of them. It was interesting to explore just what Alan does for Shiner today and how that role has evolved and changed with the times. He is happiest still with a camera in hand on one of the various trips he gets to plan and execute so it was great to talk about the intricacies that go into doing that, especially when juggernauts like last year’s twenty-four-man Anti Hero tour hit the UK. It’s important that people like Alan, whose passion for skateboarding has never dwindled, are behind the scenes, dedicated to making it as special for others as it is to him. We are stoked to be able to bring you his story which includes valuable insights for anyone who feels they’d like to work in the industry…
![Alan Glass with his first proper pro board- a Santa Cruz Jason Jessee]()
Alan’s first pro rig – Santa Cruz Jason Jessee “Neptune” deck, Ventures, and OJIII wheels
First off what was your first skateboard, where did you get it from and what year was it?
I got it in January 1988. I bought if for myself with some Christmas card money and some Christmas tips from my paper round. That was after my birthday and Christmas in 1987, I had pretty much begged for a skateboard but I didn’t get one. I remember I got a digital watch for my birthday and I cried. So after Christmas I was determined to get the money together to buy a skateboard. I went to David O’Jones sport shop in Littlehampton in Sussex, an old school sport shop where you could get wide fitting shoes or have your badminton racket re-strung. It was a good old place like that and they also had some skateboards.
I got this thing which was called a RipStick, it was a £40 complete that was the equivalent to a Variflex Air Attack or their cheaper completes at the time. It was called a ‘Bone Ed’ and the graphic was a bit like a mid-period Heroin graphic. It had a repeat pattern on the bottom with skinheads all over it. It had full pink plastics: tail, rails, nose, and lapper. It had pink wheels and I bought some pink griptape so I could do my own griptape design with it on top. It was already pre-gripped but I didn’t know any better so I cut out a hand shape and a foot shape and I stuck them on top of the existing griptape. They obviously peeled off after a week or something. My mum had written off skateboarding as a silly craze but after I bought that and went out on it every single day religiously, by the following birthday I ended up getting all the good shit.
So the first pro board that following November was a Jason Jessee Neptune board, which is considered a classic although Jason has done his best to spoil that. Santa Cruz has been through a lot since then but back in those days Powell Peralta, Santa Cruz, Vision and G&S were the big four. So I had a Santa Cruz board, Venture trucks (back when they were big heavy Indy looking things) and I had OJ II ‘Freez Street’ wheels. They were supposed to be Natas’ pro wheel and at the time they were tiny because they were only 58mm or something, haha. The wheels were black too which may be cool these days but back then it was like what have you got? It was such a stinking looking setup.
What video made a big impression on you?
Public Domain for sure because I didn’t have a VCR at home. My mum thought a video recorder was a waste of money so skate videos became really special to me because I only got to see them at other people’s houses. The first time I ever saw one was when a friend brought Public Domain into school. It was when they used to wheel in the big TV on a trolley with a VCR underneath it in a metal box. We watched Public Domain in the art room and The Rubber Boys part at the start was literally the most exciting thing I had ever seen. This bunch of dudes all skating down the street, all four of them, hitting spots together. Then the music too, that McRad song. For years that was my favourite song in the world, I didn’t know who it was by or what it was called. It was just “that song from Public Domain”. Then a few years ago I ended up seeing McRad play in Sweden, I couldn’t believe it when that was happening.
Then I also saw Hokus Pokus at school too. We had a friend in the sixth form and we were two or three years younger. The skaters we were friends with in the sixth form would drag their TV over to the window so we could stand outside the sixth form common room with the window open and watch their skate videos with them. There’s a clip where Sal Barbier ollies onto a concrete bench with a flat bar behind it. He boardslides the flat bar across the gap between two benches and pops back down onto the second bench and rolls off onto the floor. I couldn’t believe you could ride a skateboard like that. It was absolute sorcery as far as I was concerned.
It’s the clip where he grabs out of the boardslide..
Yeah he does, I watched it a couple of days ago. He mute grabs off the rail to fakie. My only experience at the time was rolling along the floor so this showed me you could go anywhere you wanted on a skateboard.
Did those videos make you want to make videos yourself, or planted the seed?
Eventually yeah. When I was about fifteen or sixteen the school got a video camera and an editing setup. They had just introduced media studies as a GCSE option. My year were the first to have access to that. Nobody else had any kind of purpose for the camera but me and my friends knew we could film skateboarding, it was obvious. I learned how to use the editing suite. They even booked me to go in after school and teach the teachers how to use it ha ha! That was how I made the very first two or three minute long skateboard video which I still have on a VHS tape somewhere. That was when I was about fifteen I reckon.
“It was amazing as soon as I got hold of a video camera. Nobody else had any kind of purpose but me and my friends knew we could film skateboarding, it was obvious”
This is a sign of the times but whatever year that was, that Christmas my mum hired a video camera for me from the local TV & Radio shop. It was there to rent so she got it for me to use over a weekend. I remember not really knowing what to do with it, taking it out while we walked the dog along the beach. Then I finally realised, shit! I’m supposed to film skateboarding! I got all of my friends to go down to Payless carpark. I remember trying to film lines with no fisheye and no lights. It was the lamest shit but it was the first time I had ever filmed skateboarding. I was furious when I saw the footage of myself. I hated how I looked immediately, the same way you do when you hear your voice on tape, I saw myself skate for the first time and thought I sucked with an awful style. Hopefully everyone felt like that at first when they watched themselves. Or maybe I really do suck.
What could be considered as your first contribution to the skateboard industry. Would it be VIP Dubplate Selection Vol.1?
Haha, that wasn’t really anything industry so to speak it was just a scene video..
It was the first thing you did that made it into other people’s hands though.
Yeah exactly. I had made a Worthing scene video first of all, Worthing and Brighton. Only three or four copies of that listed though among me and my friends. When I did that Dubplate video it was obviously a kind of joke concept. I remember siting on Brighton Pier waiting for my friend and I had a notepad. I was writing down all of these ideas including the title. I landed on the title straight away because I was really into Jungle and Dancehall. I knew that I wanted to use that music in a skate video. It wasn’t some clever NBD thing it was just what I was into. I had all this VHS recordings I got off the TV, I had this footage from inside Jamaican Dancehalls, footage from Reggae Splash 89 or whatever it was. I just cut all of that footage in there and made this Jungle-themed skate video. That was literally just for the Brighton locals.
“I just cut all of that footage in there and made this Jungle-themed skate video. That was literally just for the Brighton locals”
I didn’t think at the time that I was going to be able to sell it. At the time I worked at this place where I built editing computers and they had this hook up for getting VHS tapes duplicated. It was super cheap so I got 100 copies of that video made and took them down to The Level skatepark and handed them out to all of the locals. I sent some to friends around the country. I must have sent one to Ben Powell too because it ended up in Sidewalk. It got reviewed and I remember Ben Powell wrote something in the review like “Before anyone gets confused by the musical content in this video I just want to say that the skating in here is actually really good”. Ha ha, thanks for the disclaimer, I’m sure my taste in music didn’t translate for everyone.
You had a brief stint working at a skate shop in Brighton, did you enjoy that side of things?
Yeah I did, I’m sure everyone at some point has considered wanting to work in a skate shop. It was fun, it was a little place called Fat Mamas which just randomly popped up one day. It didn’t appear to be skater-owned but it was legit shop, it did the job and it wasn’t a chainstore or like all of the other places we already had in Brighton. Except for RE-AL, that place was legit.
Then you ended up working as editor for the first batch of Viewfinder videos. Was that when you felt yourself progress at editing? Was it a good learning experience?
Absolutely, I had a friend called Pete Evans who was an Oxford skater so he knew all the Sidewalk guys. He was staying at mine in Brighton one weekend and mentioned that Ben [Powell] from Sidewalk, John Cattle, and this guy called Tom [Moore] were putting together what they were pitching as being a kind of 411VM for the UK. He told me they didn’t have access to any kind of editing equipment yet. I just said “fuck it, tell them I’m in, I’ll do it”. So I ended up talking to Cattle, then those guys came to Brighton and we started editing. Actually, I was homeless when we did the first one. I was living in Colin Pope’s box room which was like a broom cupboard. I just had a mattress on the floor, a desk, a computer, a TV set, a VHS player, and cables everywhere. That was my little editing dungeon for a few months.
That was when you properly got the bug for editing…
That was what felt like the most creative part of it all for me, it was also really kind of new to be able to use that stuff. It was Adobe Premiere to start with. The first videos I ever did were edited tape to tape on analogue equipment. [Dan] Magee always likes to say “No computers: there are some of us who come from the days when we edited skate videos with no computers”. I didn’t miss that ha ha! That was obviously hard as fuck, so when I got a computer it was amazing, you could change the colours, use different effects. All of the stuff that everyone takes for granted now, things you can do on a phone with a child’s app, was super exciting back then. I got really into the editing side of things rather than perfecting my filming.
Following those vdeos you meet Fos at Playstation in 1999 which leads to the Good Shit video…
Yeah he came over and introduced himself to me. I think I already knew who he was from magazines and stuff. I’m not sure if I was already friends with Seth [Curtis] at that point but I already had some kind of London connection and was up there that day. Then Fos came down to Brighton, brought all of his tapes, and we edited the first Heroin video Good Shit in one weekend.
“Fos came down to Brighton, brought all of his tapes, and we edited the first Heroin video Good Shit in one weekend”
The Viewfinder vids were for sale in shops but they weren’t for a company or anything, more of an independent effort. They were still super important though, Viewfinder was the first time I got to edit skateboard footage of people I had heard of not just friends, we had Mark Baines and Carl Shipman footage to work with. I was kind of starstruck when I started doing that one. The Heroin one was the first company video I worked on. If you watch it now it’s nothing really to write home about. It’s as sketchy, and shitty as it could be but the suited the brand I guess
That vid kind of defined what the brand was and would be though, It was a mission statement. Did that feel like you were brand building at the time? Did the experience feel different to you?
My sense of humour is to wind people up and I remember laughing my arse off at some of this footage. The first day we’re at my house and digitising some of these tapes I was looking at it saying “are you fucking serious?” Heroin skateboarding in those days was almost taking the piss, it wasn’t “proper” skateboarding. So I was laughing at this footage saying “I could fucking do that”. Then after a while it clicked, I got it, I understood where this brand was coming from. From there the video was edited accordingly. I was already more proficient in post-production and able to make things look more polished but it became apparent that it wouldn’t be appropriate for this brand. It’s not the best video I ever made or one that I’m super proud of. It was filmed mostly by Fos, some of it was even filmed by Fos’ wife. It was really grainy, shitty, low-quality Hi-8 footage but I could see what it wanted to be. I hope Fos wouldn’t mind me saying this but at the start it felt like it was trying to be, at least as a concept, a kind of British Anti Hero without the superstar skateboarders who are really good. It was the same vibe and Fos’ graphics worked their way into the video to put that whole thing across.
Then in between this timeline there was the Channel 4 documentary [No War for Heavy Metal] you put together. How did that come about?
I think we had already made the first two Viewfinder videos at that point. Then I had some friends who had this little indie music magazine in London called Circuit. They got hit up by a production company who were doing some low-key, low-budget documentaries for Channel 4 which they aired in the middle of the night. I was their video guy if you like, I had already done a few video projects for them filming bands and whatnot. They asked me for my CV so I gave it to them then the production company contacted me independently. They told me they didn’t want to go ahead with the Circuit magazine idea because they already had enough documentaries about music already. But they saw I had skateboarding on the CV and had nothing like that so they asked me if I wanted to make a documentary about skateboarding. I said yes not even really knowing what a documentary was.
I hit up the skaters I had gotten to know doing Viewfinder and made some calls. I was phoning John Rattray and people I had never met saying “I know you don’t know me but do you want to come on a week long trip? I’m not mental or anything” It had to be filmed in December so it was fucking miserable weather and we only went to indoor parks because it rained the whole week. I recruited all the guys from Viewfinder apart from Ben who couldn’t make it for some reason. We brought all of our cameras along and drove around the country going skateboarding with this mixed crew of people from all the different brands. We had people from the Death team, Unabomber, Blueprint, Reaction, the Curtis brothers who were getting flow from American brands. It was pretty wild, I don’t know how we managed to do it. I think I hit up Vans and they ponied up 1500 quid for the van and hotels. I just managed to persuade the people to come along and do it and it ended up on Channel 4 in the middle of the night.
There was some golden John Rattray footage in there.
I’m not saying he was head and shoulders above everyone else on that trip but it was his natural talent that blew me away. I had never filmed anyone that good on a skateboard before. He was really good and anyone who knows John knows that he is insanely intelligent and a really nice guy. It was a real pleasure to be on that trip with him. Some people on the trip were already my friends, and some weren’t. It was fucking great.
This would lead to being on the Heroin payroll. During that period you would produce Everything’s Going to be Alright, Live from Antarctica, Magic Sticky Hand, and the Landscape Horizons vid. Which video is your favourite looking back?
The Everything’s Going to be Alright video was possibly unsuitable for the brand in the sense that I took my film making to the best level that I could. I did the best editing and really polished it up to make something arty. That was to my taste but looking back it was maybe a bit too serious for Heroin. I was really proud of that video as a piece of work. But when we came to do Live from Antarctica next we knew we needed to go back to basics. Really basic titles, basic editing, stupid music and make it more appealing to what seemed like the market for Heroin skateboards or fans of the brand. That one probably made the biggest impact and ticked the boxes best. What’s funny is that it came out the same year as Lost & Found. So I remember people talking about LAF and LFA. We did a trailer for it that said it was the second most anticipated video of the year ha ha! That was probably the pinnacle of the Heroin stuff as far as I was concerned.
![The list of Heroin videos and a Landscape video edited by Alan Glass]()
Everything’s Going to be Alright (2002), Live from Antarctica (2005), Magic Sticky Hand (2006), Horizons (2008)
Which of those videos do you have the fondest memory of working on?
Maybe Live from Antarctica in the sense that I went to Japan and travelled a lot. That was a huge deal for me, Fos buying me a flight to go out there was something that was unheard of for me at the time. I never thought I’d go that far in the world, especially with someone else paying. Filming in Japan for a few weeks was a dream come true. I really enjoyed filming the second Landscape video though. [Chris] Massey [RIP] had done the Portraits video which was an instant classic and everyone, including me, loved it. So that was a tough act to follow. When he clocked off and didn’t want to do the next one Fos asked me and I said I would try. It felt a little too late for some of the riders because after Portraits there was a small Paris promo that Massey did but then there were several years where Landscape didn’t put out another video. It was a long time afterwards, there were new riders, people had left so there was no more Toby [Shuall] or Toddy [Olly Todd].
It was great having new riders like [Nick] Stansfield and Jin [Shimizu]. Everyone was good to hang out with and travelling around with Joey [Pressey], Snowy [Daniel Kinloch], and Joel [Curtis] was always such fun. It maybe felt like some of the skaters were a bit detached from the brand by then because nothing much had happened.
Some of my favourite Joey [Pressey] footage is in that video.
Joey seemed to get some stick from people because maybe he wasn’t as spectacular at skateboarding as some people wanted. But I feel like the stuff he put out was a precursor to the Traffic or Static years, less is more, and Joey was kind of like that from the beginning. People probably wanted to see some handrails from him or something but I think he came out with a good part. He had a really good song by Ish Marquez and I remember him saying that came from the Slam and Rough Trade connection. I reckon you guys influenced the soundtrack to more videos than you think from just playing music in the shop all day. Any of us who lurked in there were subjected to whatever it was you guys were listening to at the time. You were ideally placed with a record shop beneath the skate shop, the two things worked so perfectly together. Toby Shuall had one of the best skate video songs of all time, no-one was really using acoustic Mazzy Star shoegaze kind of music.
What’s your fav clip you filmed for a Heroin vid and what’s your fav clip in Horizons?
For Heroin I don’t really know, there was so much of it and I wasn’t trying to be the best filmer or anything, we were just capturing what people were doing. One thing I wish I had filmed was anything that Howard [Cooke] did in Live from Antarctica. Swift Blazer on Instagram posted up almost all of Howard’s Live From Antarctica part recently and tagged me as the filmer but I don’t actually film a single trick of Howard for that video. It was all Fos and Howard’s mates contributing footage I guess. Piecing it all together was great but when he did that ollie transfer at the Gas Banks, and the other massive transfer at Meanwhile II it was mind-blowing. That was the closest a Heroin video had got to having proper hammer-stye skateboarding in it. I wish I had filmed that stuff because Howard is easily my favourite UK skateboarder of all time, and probably still would be. It’s terrifying watching Howard skate.
“It was easy to make skateboarding look good in those days…”
![Rory Milanes backside tailslide shuv from the Landscape]()
Rory Milanes in the Landscape Horizons video filmed through foliage by Alan Glass
As far as the Landscape video Horizons we filmed some nice stuff in Spain as everybody did around that time. You had some golden hour footage in there from those trips. It was easy to make skateboarding look good in those days, VX1000 footage, bright colours in a colourful country. Any of the stuff that Joey, Snowy, or Rory [Milanes] did out there on those Spanish trips was great. Rory had a part in that video with a Rolling Stones song and there was a spot in Barcelona, it was a kind of taco-shaped, spined bank. He did a back tail shuv I think, something relatively simple and I was filming from behind a rose bush getting an arty angle. I remember feeling pretty good about shots like that.
After Fos moved to the states you had a moment working in the real world at a bank. Were you pining to be involved in skateboarding again during that period?
It was one of those situations, when you lose your job and have a matter of weeks or months to maintain paying the bills, you have to find something. I just signed up to a temp agency and got this regular office job. It helped me grow up, it helped me get a mortgage and join the real world for a bit. What’s funny is that during that time I was probably my most creative. Me and French [Richard Sayer] had a little T-Shirt label called Funeral Fog and then he started Witchcraft Skateboards as the hardware brand to accompany it. I made a bunch of little videos for French during those days. I had a lot of fun with that, I made zines with him, we did lots of cool shit. He ended up doing an art show for an American car company who bought us flights to LA. We went over and had video work in an exhibition there.
“There’s that cliché that you never work a day in your life if you’re doing something you love, It’s an amazing existence. That really rings true when you go back and join the real world for a bit, that’s when you realise that you still need to do this stuff”
I always said that if I weren’t to work in skateboarding ever again and just ended up doing something regular, that’s probably when I would be itching to do something skateboarding-related of my own again. It’s funny how that works. You’re spoilt in a way if you work in skateboarding, whether you work in a shop or shoot photos, whatever it is. There’s that cliché that you never work a day in your life if you’re doing something you love, It’s an amazing existence. That really rings true when you go back and join the real world for a bit, that’s when you realise that you still need to do this stuff. I even started to take photos and things like that. I wasn’t trying to be a skate photographer exactly but I was shooting photos to put in my crappy zine. I was still filming for friends who had projects going on too.
How did working for Shiner transpire and what was the original role Chris [Allen] offered you?
The role was as a graphic designer in the marketing department which was a new development, they hadn’t really had that structure in place before. Everyone had just been pitching in with whatever they need to do to market the brands. When I started it was now a dedicated department pushing those products out into the world. I began by resizing ads from the American brands and getting them to the mags, laying out catalogues, the sort of things people used to do but don’t need to any more. That was kind of it and they also wanted me to do a video project for them. They had it in their heads that they needed some kind of video output to showcase the brands and flow riders they had. That was my first work for Shiner.
You basically ended up creating your existing role from that point.
Yeah, exactly. At that point they already had a team manager in place. But the work I began doing straight away, much like with what I was doing for Heroin and Landscape, without being named a TM I was still performing that role. I was booking people flights, driving the van when we were on a trip and being the guy holding things together to make sure they happen. After a while the team manger they had at Shiner ended up moving on somewhere else so they gave me that role, some of which I was already doing anyway. That part of my job became more important, it’s very time consuming and I became more focused on that side of things instead of just being a filmer the whole time. I had already spent a good ten years on the streets by then.
When you mentioned that video element who you started that was the Pixels channel, an outlet to promote stuff Shiner was carrying and the skateboarders it supported. How was it doing that and how were things different marketing-wise in 2012?
I have slightly awkward memories of it because I look back on it now as being really cheesy, and at the time it didn’t seem like that. Nowadays, and I think before and since, most skateboarding marketing in terms of videos and photos, general media output is really understated. People don’t put the skaters names in videos so much these days, things are anonymous and understated now. When I started, which would be thirteen years ago the direction was kind of to get the logo really big on the screen. We needed to get a presenter for this show like Lance [Mountain] used to do for 411VM. Marc Churchill was one of the main guys Shiner sponsored back in those days and he obviously had that talent already so all of that became obvious and easy to do.
![Screnshot of the opening of a Pixels episode, a Shiner media channel]()
As time progressed I started to get my focus back in terms of how I wanted things to look and how I thought we should be putting out material. Over time we did away with having Marc as a presenter, we didn’t release regular episodes in the same way as we used to. We began with a schedule like a proper media channel but after some time I decided it wasn’t representing our brands in the best way, it seemed cheesy and the answer was to go back to that traditional model of making a video for the brand in question in a more tasteful way. Through that classic lens, if you have a skateboarder who rides for your brand and he puts out five minutes of footage and everyone sees it, that’s enough advertising, you don’t need to plaster the logo all over it. Even at street spots there was a time when you’d see stickers on handrails and stuff, loads at demos. Over time that became out of favour and when I saw that I put a stop to the Pixels website and that output. I just went back to producing content that was appropriate for each brand.
It was also a time where the way people digested content was way different to today. If you were to make episodes of something now you have Instagram as a channel where you’re guaranteed eyes on whatever you produce. You were making those things when everyone’s hunger for content was awakening. It was Hellaclips time, lots of flipping through company websites.
Absolutely, if you wanted to see something from the Crailtap family or the Blackbox brands you would just go to their website. You’d visit the Zero website and maybe they would have some offcuts from a Jamie Thomas part up there or whatever. What we now know as Instagram content started off just being put on everybody’s websites willy nilly. I used to do the Landscape website for example and upload what we would now call B-Sides or Raw Clips. Basically the things you would get as extras on DVDs, that twenty minutes of extra footage was a selling point if you put out a video. Populating the website was a new way of putting content out into the world that wasn’t just the makes and the hammers. Now rough cuts are everywhere and people are almost more interested in that stuff more than the final polished video.
What would you have done differently looking back at that time?
I actually wanted to call Pixels ‘Mall Grab’ but the directors at Shiner didn’t really get it and it didn’t seem serious enough. I remember trying to prepare expectations for that. I told them it wasn’t going to be like watching some polished CNN-style skate report with motion graphics and a presenter. Then sure enough a couple of years later, after me thinking that would be awful, Skateline came out and realised that concept amazingly. All the stuff I had visualised and thought would be shit, or that I wouldn’t be able to pull off, someone managed to do it brilliantly. I’m really glad that the world has evolved and got this content done in a way that’s accessible to skateboarders. I don’t think of Pixels as my finest hour in terms of video making but it was necessary at the time.
Then there was the Vimeo Vs YouTube kind of Betamax issue as well.
Yeah that’s another thing, some of those videos are pretty much lost forever. We were making these ten-minute edits that came out every couple of weeks to start with. We were really grinding them out. Some of it was pretty good, there were some things in there that people did I wish skateboarders could look back on. We signed up to use Vimeo to host those videos which back then was like the high end version of YouTube for filmmakers and chin stroking types. Sure enough Vimeo didn’t win the war when it came to video hosting, YouTube surged ahead and became the huge platform that it is today. It has videos on there that are fifteen years old, it’s now a pretty fucking good archive for skateboard videos whereas all the stuff we uploaded to Vimeo is lost.
I searched for my own personal Vimeo account the other day to show someone something and it’s just not there. You can’t search for videos on that website anymore, or access things uploaded many years ago without real research and hassle. It’s not a friendly place while YouTube is the go-to place for skate videos. If you want to make a mark in skateboarding and have your tricks remembered then that’s where you want them to be.
Once you had sidelined the Pixels idea you went back to a more traditional route with the emphasis being on the mags. We discussed before that skateboarding is driven by marketing and that good ads can have as much impact on our collective consciousness as articles.
Absolutely, it’s something that goes for the mainstream as well. If you think of all of the TV ads we were shown as kids in the 80s and 90s some of the most creative and iconic stuff was done in advertising. That goes all the way back to the magazine ads of the 70s and 80s. When Craig Stecyk started doing Powell Peralta’s art direction or whatever they would have called it back in the day those ads were so good. Then [Steve] Rocco came along and did his style of advertising, all of that stuff was much more influential than even the graphics on the boards. The music you had in a video, or the way a video was put together was important but particularly the magazine ads. It’s marketing but done completely without rules.
I’ve always thought about it but without having the words for it as a younger man, that what we see when we consume skateboard culture it’s almost always marketing. Every article is about a skateboarder, or a trip or whatever but there is almost always some branding behind it
But even though you know what you’re watching is an ad you still have an emotional connection to it.
It affects you. I was thoroughly addicted to RAD magazine as a kid because I couldn’t get my hands on any American mags until my late teens. I would read almost every single word printed in there including the addresses at the bottom of the ads. I remember when I first started working at Shiner and thinking “shit, this is the address!”, the address I had seen printed at the bottom of all of their ads ever since I was a twelve-year-old kid. I now worked at Shiner, Lawrence Hill, Bristol but I knew those words so well from seeing them in the mags repeatedly. I got the RAD book recently and saw someone talking about this online, about how we even remember the captions. I can recall the caption about someone’s photo in a magazine from thirty years ago. So all of that stuff, everything that was in the mag was important.
Can you give us an ad that stands out in your mind?
The most notorious one probably would be the Quickies ad for Shorty’s, probably not something anyone wants to be remembered for these days because the world is a lot more politically correct than it used to be. There was a Quickies ad with a photo of rubber female genitals and the Quickies bearings sticking out of the bum hole with the caption “even your mum likes Quickies”. That was in Big Brother, no-one else was going to print that. It was there to raise the bar of extremity I suppose – check out how crazy we are. They printed the ad in that Dysfunctional skate-art book years later. Somehow I ended up with two copies of that book and I gave one to my mum. It was totally innocent, I wanted to show her the culture surrounding skateboarding to show her that the art and advertising was really cool. I gave her that book and a couple of years later I found it buried in a drawer in the spare room of her house. I flicked through it and realised that some of the stuff in there is just so gnarly, she wasn’t going to understand it, then when I saw that ad in there I was cringing thinking “I can’t believe I gave this to my mum”. So in terms of creativity and pushing the envelope that one was definitely up there, if not the craziest ad of all time.
“welcome to skateboarding, we do things differently here…”
![Rob-Roskopp Slimeballs Wheels advert from 1998]()
Rob Roskopp Slimeballs ad which appeared in the August 1988 issue of Thrasher
I don’t think that ad scan is going to make this article, what about one you looked at as a kid that’s seared into your mind?
It has to be the Rob Roskopp “Fakie to Ralf” advert for Slimeballs. When you’re a teenage boy and you’ve got that Beavis & Butthead mentality you’re going to love ads like Roskopp supposedly puking up a wheel with what looked like actual vomit flying out of his mouth in the photo. That was like – welcome to skateboarding, we do things differently here. It was the late 80s, I was a little kid with no concept of what an advert for skateboard wheels could look like, that was one of the first ones I ever saw and it is probably notorious historically.
Your job title at Shiner is now marketing manager what roles does that umbrella cover?
It covers a lot of different things. These days social media is a big deal so it’s down to me. I had an assistant, for want of a better word, for a while who would handle all the social media for me but for the last few years I have been on my own. So that’s one thing, running several accounts for Shiner, and that’s an untameable beast that constantly needs feeding. I have already done several posts this morning. Then there’s traditional media with the mags so I’m making sure ads from our American brands appear in the European magazines.
Then when it comes to creating content that’s one bit where I feel incredibly lucky to work for the right people to be able to do that. Most distributors worldwide don’t necessarily put that much into their marketing at least in terms of budget that enables them to go out there and do that. As soon as I started at Shiner I was on that, they already had all these flow riders, some of whom were already well known in the UK, some worldwide. I was determined to make shit, get stuff filmed and put it out there. Everyone knows that photos and videos are the best form of communication for skateboarding and advertising your brands. I was already a filmer and I don’t doubt for a second that’s what got me the job. So I’ve been making content to this day. The usual one for me would be filming when we go on trips. If we take the UK Independent team to another country for instance, we will bring a magazine photographer with us, create an article, and everything that goes into that will be my responsibility. I will be the one filming, driving the van, buying dinner, booking the flights and hotels. That’s all of the Team Manager stuff people probably imagine is part of the job, there was never any kind of blueprint for it, I just saw what other brands and Team Managers were doing and translated that to Shiner.
![The Alan Glass Anti Hero pro model he was presented after a decade at Shiner]()
The Alan Glass Anti Hero bro model that marked a decade of dedication at Shiner
Thankfully they trusted me and let me do that over a decade now. I feel extremely lucky that I work for a distributor that has the money for me to be able to say “right we’re doing a trip to Greece, it’s going to cost this much money, and we can afford to do it because we have a marketing budget”. It’s kind of all on me in that regard, I work alongside the directors but it’s me driving it which is a dream come true.
Do you still get a kick out of getting in the van?
Yeah, going out there into the world and skating spots, visiting new countries or towns around the UK and abroad. Whatever it is, for anyone who is still a bit of a skate rat, it’s wonderful. As I get older it’s slightly harder work so I pay younger filmers to come out with me because I can’t really film fisheye any more because my knees are too shot. It’s funny, imagine all of the skaters you know and rub shoulders with, everyone has their story whether it’s tearing their ACL or having bone floating around in their ankle. Everyone has these proper injuries. I have never had proper big injuries, I broke my leg once but that’s all fixed up and done. I think my body just got worn out and that the general wear and tear on my knees means I can’t film lines any more. I don’t really miss it, going round and round filming the same thing for two hours straight. It’s an endurance test I don’t miss that is definitely a young mans job. I’m filming long lens these days. I’ll be capturing the second angle while I pay someone young and fit to do the difficult bit. It keeps me out there.
It might sound silly asking if it’s still enjoyable but some people get to a point and they don’t want to be in the van any longer.
Yeah that definitely happens to people, it’s up and down for everyone. I remember back in about 2009 when we’d finished up that second Landscape video. I was out on the streets of London every day with the Landscape guys or on trips abroad. I have always had this problem with the soles of my feet, they hurt almost all of the time. I started to realise that I can’t spend every day on the streets in a pair of Vans or Dunks. This is before your watch would tell you how many steps you’ve done but we were clocking some serious distance. I had to start filming skating in Air Max because my feet were fucked and couldn’t take it any more. I remember thinking in my thirties that it was a young mans job I couldn’t do forever. But I still am, I’m just not on the streets all of the time like a young filmer who is down to meet at Southbank at 6 before going to the spot. That’s the bit I don’t get to do any more even though it was fun as fuck. Now I’m a family man and I pretty much just film on trips now where it’s a concentrated effort to get stuff done over a week or two.
How did the Covid-19 boom affect things as far as you were concerned, did you have to reconsider your audience?
It put everyone at home so no-one went anywhere for a while. If you were lucky enough to live in the middle of a major city then you got to go to spots that had been opened up because no-one was there. Something skaters in London and New York for instance took full advantage of. For me I was locked in my spare room doing social media for a couple of years basically. I remember finally getting back out there to do a trip for the first time and it was almost surreal. Something that used to be so normal was now a mission, people were having their temperature checked at the airport. But the act of going to film skateboarding outside was suddenly fresh and new again, I appreciated the break I guess, I never really thought of it like that before.
I was on a trip in February 2020 and by March the world had just shut down. We had just come back from Athens with some Indy guys. I got back and started planning the next thing I was going to do and everyone in the office were like “you’re not going anywhere mate”. That was the year we were meant to have this big Anti Hero trip, it was in conjunction with Supreme and set to go ahead for Summer 2020. I remember the Anti Hero guys saying “don’t worry about this Covid thing, we’ll just push on through, we’re definitely coming”. Then I remember Jagger [Dan Ball] saying “have you seen Italy?” It was a normal place 3 weeks ago and then overnight people weren’t allowed to leave their houses. It was destined to happen to all of us and sure enough the world came to a halt.
“From a business point of view everybody out there bought skateboards… Shiner managed to sell out of every last plank of wood, and every last set of transparent sparkly wheels that had been gathering dust for years”
From a business point of view everybody out there bought skateboards, it seemed that way. Shiner managed to sell out of every last plank of wood, and every last set of transparent sparkly wheels that had been gathering dust for years. It was all gone and then I think the whole skateboard industry was singing from the same hymn sheet when they ordered more stock than they had ever had to replace the stock they had sold out of. Then that boom suddenly went off a cliff and no-one was buying skateboards any more, at least not enough people. We’re still in the aftermath of that now, and the slight slump the industry is in is a direct result of that excitement of selling out of everything during Covid. From shops, to brands, to distributors, to everybody. There are more skateboards sitting on shelves than there ever have been. I started Covid working with a team of fifteen people, they furloughed everyone except three or four of us. I was the only one dealing with the skateboard stuff.
![Alan Glass on a socially distanced solo session]()
I was working alone almost entirely, it was pretty bleak. I remember posting something on Instagram about having an idea for a TV show – I’m a skateboard filmer, get me out of here! I got used to doing social media posts day in and day out. I hadn’t switched on a camera or been on a trip for months. Looking back though it was probably good to have a break.
Then marketing became the most important thing to focus on.
It was the only thing left to do. Like I said I think everything is marketing really to a certain extent. I had to figure out what I could get in front of skateboarders eyes because most of them couldn’t get out and do it like they wanted to. It was about trying to get the entertainment to them so they continue to feel like skateboarders I guess.
Who are you proudest of giving some initial support to as a TM?
I always feel a bit awkward with that, even with conversations I have in my head with myself. I didn’t discover anybody, I may have helped them in their early days or introduced them to a brand. It’s still all about what they did on their skateboard and not what I did though. There have been some really happy ones over the years at Shiner. I remember Tom Knox used to get Destructo trucks, I can’t remember if it was direct or just through Shiner but that brand got dropped and Tom asked to try some Indys. I started flowing him Indys but after a while there was this realisation, this is Tom Knox, he’s absolutely smashing it and making a name for himself. I remember contacting Rhino [Chris Rooney] in the states who is the Indy team manager. I told him that I was flowing Tom trucks but that he should really be on the international team, he was an international team rider for other brands already. Sure enough they agreed, they took him on, then he got a pro truck.
“every now and again the U.S. brands take someone seriously and start working more closely with them, that’s really fulfilling for me because I helped facilitate it”
Things like that feel good, the same with Kyle Wilson getting on Spitfire then suddenly he’s got a wheel, or Korahn [Gayle] and Chris Jones having their own Thunder trucks. They’re just people who it seemed very obvious to me should be riding for these brands in the UK. Then every now and again the U.S. brands take someone seriously and start working more closely with them, that’s really fulfilling for me because I helped facilitate it. I feel awkward with that stuff though as I said because it’s not me, it’s their talent that got them there. Nowadays it’s quite hard to get on an American brand, maybe it always has been. When I first started at Shiner people would be getting flowed product from American brands seemingly with very little input from them, and without much knowledge of them from the brand themselves. I knew that if I was going to be sending someone some trucks I would want the guys at Thunder or Indy to know about it, and to approve. I wanted to ask permission, I’m sure that’s the way everybody does it, I’ve had instances where I’ve suggested people and they have been turned down, that’s how the communication should be.
Can you tell me about a moment where your TM skills have saved the day?
I’ve been on several multiple country Euro tours now, and some pretty big ones where there are around twenty people and two or three vans. I’m the guy who ends up organising it all and being the dad. There have been loads of times where it felt like it was all about to go South. The worst thing that happens is if someone breaks a bone in a foreign country. We had a trip a few yeas ago to Spain. I always tell everybody before we go on a trip to please get their own travel insurance sorted out. The Post Office is the cheapest one, we don’t know inside out what the laws are in Spain or France when it comes to injuring yourself, if you have to pay for treatment or whatever. I remember Jak Pietryga breaking his foot out there a few years ago, it was a smaller bone inside his foot, it wasn’t hanging off but he was in a lot of pain.
I offered to take him to hospital straight away and he thought it was a good idea so I asked if he had travel insurance but he hadn’t gone and got it beforehand. So that’s when we had to stop and think, I could drive him to the hospital. I’ve done that before in other countries and someone has had a bone set but you don’t know what you’re going to get in terms of a bill. We sat and talked to Jak about it for a while, we went to a chemist and bought crutches. He had to survive one more day before we were flying back and then he could hobble into A&E in London and be seen for free. It’s moments like that where you have a dilemma and need to think. All I wanted to do was help him but it could have landed him in a real hotspot financially or physically.
We had an Anti Hero tour the year before last with twenty-four people on it where we did the whole of the UK. Bino [Justin Demmon] is one of their crew who was along for the trip, he’s had a couple of guest boards for them along the way. He was trying to ollie the fence at Edge Lane skatepark like [Geoff] Rowley did years ago. He was landing on gravel pretty much and he seemingly took all of the skin off the palms of his hands but kept trying it over and over again. He was landing with his hands down and just bleeding everywhere. He called it and afterwards said he thought he needed to go to hospital. It was a Saturday in Liverpool and Kingy [Stephen King] was with us. He told us that the last thing you want to do is go to hospital in Liverpool on a Saturday because you’ll be there till Monday morning. If you go in there with cuts on your hands the person who has been glassed in the face is going to take priority. He just wouldn’t have been seen. I felt responsible but Kingy was right and the trip would be a disaster if we had to stay. We ended up going to the supermarket to buy TCP and bandages and patched Bino up properly. There’s a nice photo of him in Thrasher with the bandages I did for him where he looks like a boxer.
![Bino's injuries on the Turbo Island tour were patched up by Alan]()
Bino’s bandages expertly applied by Alan Glass on the Liverpool leg of last years Anti Hero tour
I always feel very responsible for the people I’m with. The term Team manager is a bit of a nonsense really in skateboarding. Alex Ferguson was the team manager for Man United, you know what I mean? There was a strategy and responsibility there that’s very different to skateboarding. Whereas I feel like a parent almost. I always drive the van super carefully, I drive like an old lady as it is but when I’m driving all of those people, these guys have families, or they’re famous skateboarders, I don’t want to be the guy who crashes the van and injures people or even worse. So the responsibility of someone trying a crazy trick or injuring themselves, or doing something dangerous while we’re away does always weigh quite heavy on me. Sounds soppy doesn’t it? Ha ha!
You need to look after yourself too.
I’m fifty years old now, I don’t think the skaters on the trips necessarily expect me to join in the session on the handrail with them anyway. I basically don’t skate on trips any more. That’s because one time I broke my wrist and I had to finish the trip driving around the UK. That was the Thrasher Vacation, the whole squad of [Jake] Phelps [RIP], P-Stone [RIP], Grant Taylor, Raven [Tershy] and all of those guys. I broke my wrist on the very first day and had to spend a week driving the van with it broken. It didn’t stop the trip but if that had been an ankle or a leg it would have. I’m not a very good skateboarder so if I slam and hurt myself even messing around on a manny pad or something it’s going to put the trip in jeopardy. I’m way too sensible I guess but things hinge on me and if I get something wrong it will ruin it for everybody.
What’s the best trip you think you’ve been a part of organising?
It’s hard to see past that Anti Hero trip from 2023. I know it’s weird blowing our own trumpets but that was the biggest and best skateboard tour the UK has seen in many years. There are things over the years people remember like the DC Euro Super Tour or the Osiris one where they had a coach. There have been various visits from famous Americans but this was definitely the best one to happen in the last however many years. For me I was working with people I really respected and having twenty-four people in two massive vans felt like a big responsibility. And, I was really pleasantly surprised that they actually wanted to do demos for want of a better word. It seems like no pros want to do demos but they were up for it.
“We had some of the best skateboarders in the world, the kids got to meet them, everyone got their selfies and their boards signed, and came away with stories”
I always thought if the Anti Hero squad come to the UK and I’m involved they’re gonna want to camp in the woods, not see anybody, skate obscure spots, and lie low. In actual fact Julien [Stranger] said they wanted to shake hands and kiss babies almost. They wanted to see the skaters and let them see them. It just worked perfectly, they made the Turbo Island video of the whole thing and showed every bit of skating from a demo at Livi to a back street in Leeds. Maybe a more serious kind of brand like Primitive would only think about releasing a straightforward street video. Maybe they would do demos too but for me that Anti Hero UK tour ticked all of the boxes. We had some of the best skateboarders in the world, the kids got to meet them, everyone got their selfies and their boards signed and came away with stories. Then there are dudes at Livi who found themselves in an ad that appeared in Thrasher Magazine. For me I think that was the most successful trip of all.
It’s the opposing approaches of creating content in isolation versus engaging with the community, and the power of seeing Grant Taylor at your local park or Gonz at Hackney Bumps…
I think it’s about use of time, it’s been a good twenty-five years or more of people going to Barcelona. Watch your favourite video of twenty years ago and it’s your favourite dudes skating in isolation as you said. It’s them and a filmer and a photographer, no-one gets to see it actually happen. But then it becomes content whether that’s a video or a magazine article. With the state the industry is in at the moment where you haven’t got as many kids starting skating as you’d like or maybe even people dropping out, it seems like participation is low. I personally think that people need to see and feel the experience of seeing these skaters on their doorstep or travelling to go and see them. I was very proud of the Livingston demo which we did with the Anti Hero guys. I arranged the trip so that they would fly into Scotland because no-one ever goes to Scotland. If you start your trip in London nobody wants to drive for a full day to get there.
![Div, James Woodley and Alan Glass on the Anti Hero tour last year]()
Lord Div Adam with the men behind the wheel driving Turbo Island – James Woodley and Alan Glass
We decided we wanted to start there, me and James Woodley drove our two vans up there to Scotland, picked everyone up from Edinburgh airport and the very next day they’re at Livi. That place is special in the UK. I’ve never been a transition skater but I understand how special that place is and have been a few times over the years. This was the most people I have ever seen there and from the Scottish skaters I spoke to it seemed like everybody had turned out for it. They came out because not only does that stuff rarely happen in Scotland but they want to see Raney [Beres] and Grant [Taylor] skate that place. It’s the proudest I’ve been of suggesting something and having a hand in organising it.
With marketing budgets being less these days than when you started at Shiner where do you think budget is best spent?
Creating those moments is still of the utmost importance I think. Creating situations that get skateboarders together be it a demo with American skaters or a video premiere or a launch event in one of the shops for someone’s new product. It’s that kind of experiential stuff that’s important right now. Having said that, the content machine still needs feeding and it’s hungry. I see little point in skateboarders who are sponsored across the world if people don’t see what they’re doing. For some people you can get away with that, if you’re Gino [Iannucci] and people get two clips a year and they’re happy, that’s fine. But if we’re supporting skateboarders, even at the flow level those guys need to make videos, they need photos in mags and need to be out there seen with the products they’re being given. Creating content but not necessarily in isolation I would say is my favourite thing today and one of the best uses of marketing budget.
“Creating content but not necessarily in isolation I would say is my favourite thing to do today, and one of the best uses of marketing budget”
On the other hand social media and your online storefront for your brand is a very easy format to work in. You post something up and two thousand people see it in an hour – amazing. You have these readily available stats there for you now which you didn’t have when you ran an ad in a magazine. You would figure the mag circulation is 20k, they might show it to a friend so you can argue that 40k people saw it but you never really knew. There’s a good and bad side to that of course because that makes people change how they create media and content for skateboarding. I think skateboarding has this happy equilibrium though where we figure out what’s best for us as a community without even needing to discuss it. I think between us we mostly do a pretty good job of spending money in the right places and making sure skateboarders are covered in their need for content, the product they want to see, and so on.
![The Spitfire Wheels x Atlantic Drift window at Slam City Skates which was installed by Alan Glass last minute]()
The recent Spitfire Wheels x Atlantic Drift window at our shop installed by Alan
Talking of storefronts it’s cool that your job involves that side of things through to installing the Atlantic Drift window sticker at Slam a few weeks ago…
Ha ha, yeah that was one of those things. Communication is not always a strong point when it comes to skateboarders. We knew we had a product coming in that was specific to London so the guys at DLXSF wanted to have a window done at Slam for the launch. As usual we said we’d definitely do that and then quickly realised the wheels would be arriving a day later. Actually going and hanging out in Slam for the day, putting those windows up, and talking shit with the boys in the shop was a real pleasure. I don’t get to do much of that these days. For sales guys, and that’s a job I’ve never done in the industry, they get to talk skateboarding all day with shop owners and skaters. Whereas for me, I talk to our riders all the time about stuff, and on a trip I get to socialise. So it was nice to do that, skateboarders meeting other skateboarders is the best thing.
What’s the raddest thing you’ve captured on a trip over the last twelve months?
I did a lot of trips last year to the point I thought I might need to slow down a bit for this one and maybe spend some time with my family. There was an Indy trip last year to Cyprus where Marius Syvanen got this amazing photo of a water tower ollie. Think of the Jeremy Wray ollie captured by Daniel Harold Sturt. We’re driving through Cyprus and spot these two water towers, we wrote it off instantly, you don’t find this stuff easily and it’s probably impossible. So we go up to check it out. It was high enough that if you fucked up and fell down that gap you’re going to hurt yourself badly. We all started setting up and there was no good angle to film it from. We were on a hill and in order to get Marius’ front and not film a butt shot you needed to be down the hill which meant you couldn’t see him rolling along the top of the water tower.
![Marius Syvanen water tower ollie shot by Sam Ashley]()
Jeremy Wray and Sturt vibes on this epic water tower ollie in Cyprus by Marius Syvanen. PH: Sam Ashley
So with that trick I’m most stoked on the photo that Sam [Ashley] took as opposed to the footage that we got. It was one of those really cool moments where you get to recreate and pay homage to a really iconic moment in skateboarding. It may not have been as high, or the gap may not have been as long but as a moment it was like “holy shit, we actually get to do this”. I remember Marius calling somebody first, his parents or his lady to say something before trying it because he knew it was gnarly. If you watch the video it doesn’t look that big because you just couldn’t get the right angle to film it from, even though we had three cameras on it. We ended up making it into a little arty moment in the video but Sam’s photo that ran in Free magazine was wonderful, gleaming white water towers, perfect blue sky, and a really nice photo of him ollieing between the two. I was really stoked that happened.
Also back in 2023 we did an Indy trip to Helsinki and Doobie [Victor Pellegrin] did that gap to lip slide on a double kink in Helsinki and it was probably the gnarliest thing I’ve ever seen anyone do on a skateboard. It was insane and he did it in three goes on his birthday. The whole thing was hilarious, I’ve never seen such a big crew of people standing around, onlookers trying to watch us get something done to the point where I had to be on crowd control going round and telling everyone to put their phones away. I’m going up to Finnish pensioners saying “don’t film this”. It was such a big, spectacular moment and it was wonderful to be a part of.
Is there anything you’ve learned recently that’s made you better at what you do or something you want to do more of?
I feel like I’m learning every day. I’ve learned more about myself over the last few years and how I do this job. I think I needed to grow up a bit and I realised, the more people I meet and talk about this subject, that I have a bit of a reputation for being a hater when it comes to the Olympics, and the more organised side of skateboarding these days. In principle I’m not into it and I’ve felt recently, over the last few years that I need to grow up a little bit and accept it more. It’s like the hate skaters had for scooters at a point in time, ten years ago we were all so against these little kids on scooters. They’re in the way at the skatepark, so what? Pedestrians get in the way when you’re skating the street.
When it came to this organised side of skating and these kind of contest-only skaters, I found myself pitched against that side of things for the last few years while at the same time realising that maybe I need to relax. I’m not some kind of hardcore warrior who thinks you should only ride Indy trucks and skate DIYs. I don’t need to be this ultimate flagbearer for the core side of skateboarding. That side of things is never going to go away. You can try to homogenise skateboarding or turn it into something different all you like but it’s never going to stop being what it has always been. So I’ve had people asking for sponsorship of events that I’m not into and stuff like that, and for the most part I’ve turned them down. I’m not interested in hooking some kid up with boards when all they do is practise in their indoor park and skate at the British champs every year because that stuff doesn’t appeal to our brands. If it does then it’s fine, maybe Birdhouse for instance would be more interested in some guys who were contest skaters. So if it appeals to them then it’s their call. I think I’ve needed to mature with my attitude towards skateboarding because it’s all sick really.
What skills do you feel you have mastered over the last ten years?
I think maturing to the point where I’m totally comfortable taking a bunch of people who I have never met before on a trip to a foreign country. That side of things is kind of nerve racking but I know I can do it now. I’ve done it so many times over the last ten years that I feel qualified to do it now. It happens to me sometimes where somebody asks me how do I get a job? How do I get to work in the skateboard business? I think there are many things that are so useful to the skateboarding community where you can’t go too far wrong in picking up a camera whether you’re shooting photos or filming. If you can do that, and drive the van or run the social media as well. If you can do more than one thing and have a creative skill on your side then that makes you more valuable.
“If you don’t have a good skill set it’s going to be harder to make that jump into an industry job”
I feel very lucky to have stumbled into that kind of situation just because I wanted to film first and foremost. I don’t think anyone really thinks of me as a filmer any more but I’m fine with that because I did so many years of it and it helped me to get a job that I’m happy to do and now comfortable with. There are plenty of people who have got jobs in our industry who have been a pro skater for example with a really good name and people respect them. They get given jobs and brands know people will take them seriously, if you make a respected pro a TM the riders are going to know they are understood. Then there are photographers and filmers who have got jobs in a similar way. You send them out into the world you know they’re going to return with good content and that’s the major thing these days. If you don’t have a good skill set it’s going to be harder to make that jump into an industry job.
Could you imagine making a full-length video again?
I would love to. Over the last few years everyone makes trip videos. That’s easy! You go to Bulgaria for a week, you come home with a magazine article and enough footage to make a four or five minute edit. That’s normal. Then last year you had the New Balance video, you had the last Baker video a year before that, big videos that everyone is talking about which have taken several years to make. Those are still the most exciting things out there, they’re still the most exciting projects to work on and finally see when they’re done.
Santa Cruz is very important to Shiner because we make the clothing for the whole of Europe and that’s quite a big job. So in order to have the content we need to push that clothing and the brand we need to be out there. The main thing Shiner want me to do is get photos of the riders wearing the clothing which I’ve done in a really basic way because I’m not a photographer and I never have been. I’m shooting them on a phone and making reportage style documents of skateboarders wearing this stuff while they’re skating. They might be sweaty and there might be grime all over the back after they’ve landed on their arse, or they’re setting up a board or rolling a cig. That stuff is now super important for social media and for promoting the clothing we sell. So I’ve found myself on several Santa Cruz trips each year for the past few years. It occurs to me that we don’t need to keep bashing out edit after edit after edit for yet another Santa Cruz week in Spain or whatever. So what I have done is to begin saving up all of that footage from several trips to create a video that might not be a full-length but will be something that took more time and gave the skaters the best shot at putting something good together.
So we put together this little Santa Cruz video that was about ten-minutes long, a European Santa Cruz flow rider video a couple of years ago, and we really enjoyed doing that. So we’re in the middle of another one right now. I’m going back to Spain in a couple of weeks with some of the Finnish and British Santa Cruz riders to film for what is the third or fourth trip and we haven’t yet released any of the footage. That will end up being a slightly bigger project than just a one-week edit so that is the nearest I think I’m going to get to a full-length.
Has how you feel about skateboarding changed having been so close to it for so long?
I’m still a grom. Football is a spectator sport and skateboarding definitely is too. We don’t go to matches every Saturday but we read mags and we watch videos. I’ve always been a bit of a hound for consuming that stuff. Kids these days are happy to consume it just on their phones, it goes in one ear and out the other and they get whatever they need to get from it. I’ve got a garage full of magazines and VHS tapes that I still watch and read to this day. For me, I’m just a big fan of skateboarding. I still do it, I still like to watch it, I’m still very happy I get to document it and create things from it. From the first time I saw skateboarding as a kid I thought “I want that!” From watching Public Domain at school or that 7-Sport thing that was on Channel 4 which actually had clips from Public Domain in it and focused on a contest in Wigan or Warrington or somewhere. As soon as I saw that I knew that was all I wanted to watch. It’s all I wanted to see so to be able to contribute to that and be involved in it, even in my darkest hour, on a trip that’s not working out, or having to deal with someone who is acting up, I’m still so stoked to be involved.
“even in my darkest hour, on a trip that’s not working out, or having to deal with someone who is acting up, I’m still so stoked to be involved”
It’s so cheesy but if you’re into Heavy Metal, there are a million fans of that music but not many of them are in bands. I know I’m so lucky to be involved so even if I lost my job tomorrow I’m still going to be paying attention to skateboarding, I’m not skating at the level of the people in the videos but I’m still going to watch them do it, the same as the guy who goes and watches Man City every weekend and is a hundred percent into football. It’s being a skate rat, I think that’s a term for someone who is on the streets doing it all the time or if it’s just your major deal in life, that’s your thing. I’ve just forever been a skate rat since 1988.
![Alan Glass styling a slappy crooked grind for Chris Johnson's lens]()
Once a skate rat always a skate rat. Alan grinds a slappy crook for Chris Johnson’s lens
Do you have any final advice for someone skateboarding now who thinks they would like to have a job within the industry?
Pick up a camera, pick up a pencil or paintbrush, learn to screen print. Do something that’s a creative tool which the skateboard industry needs because you’ll have a head start on others who don’t do those things. I’ve known plenty of skateboarders throughout my life who would have loved to have had a job or to be involved in some way behind the scenes but they don’t have any of those skills. I’m not condemning anyone for not having them or boasting that some people do but it taught me everything I needed to know about how to get somewhere. I’m a big fan of music but can’t play an instrument so if I wanted to work in that industry I’d figure out how to become an engineer or something. If I couldn’t do the music part myself I’d find the way to be involved in that industry and you have to learn relevant skills to make that happen.
We would like to thank Alan Glass for everything he has done and continues to do for skateboarding, and for working closely with us on Shiner Distribution projects. Follow Alan on Instagram and follow Shiner too.
Thanks also to Sam Ashley for the Marius Syvanen photo, to Alex ‘Pin’ Osborne for the photo of Bino in Thrasher, and to Chris Johnson for Alan’s skate photo.
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