SOOT’S STORY Soot Magazine is an online publication covering music, entertainment and pop culture. Soot Magazine was founded by Angela Allan in 2012. Recently booted from the pages of FHM Australia – where Angela was a music and entertainment writer – due to its closure, and trying to make ends meet with writing for Rolling Stone Australia, Angela decided to launch her own magazine. With only a few years’ experience in the newspaper game and about three years writing for esteemed music publications, it was time for a new challenge. So, what will it be about? It had to cover more than just music. She wanted it to be an online phenomenon in music, entertainment, fashion & life. She wanted it to be edgy, conscious and manic. Angela wanted it to break the rules, and shy away from convention and boredom. So the idea for the magazine was born. But what to call it? Angela recalled an interview the founder of Spanx had with Oprah after the hosiery really took off: “Most brand names have one or two syllables, like Kodak.” And Angela wanted the “s” sound – like “sizzling” and “sexy” had. It also needed to be personal. As she sat in her office and pondered, Angela’s dog walked in. “Hey, Soot,” she said. That was it. The name literally walked in the door. With the help of a bunch of talented souls (who worked on the premise that they’d be paid in food), Soot grew into an online icon.