Today’s the Day, not Tomorrow: WHATMORE Radiates Modern Nostalgia.

NYC’s newest rap group, WHATMORE, is an eclectic 5-piece consisting of high school friends, Cisco Swank, Yoshi T, Sebastiano, Jackson August (Vocals), and Elijah Judah (Producer). The group, serving as native New Yorkers, draws inspiration from everyday experiences, bridging their community and craft. It’s these urban experiences that have drawn in listeners all across New York. Although the group has gained a lot of traction, the members all state their identity as  “just a group of guys who make music .“ Meanwhile, WHATMORE is recasting traditional rap standards and heavily amplifying the Alternative Rap game.    

47Magazine had the opportunity to chat with WHATMORE as they cover topics surrounding their debut album, their collective sound as a group, and preparing for their first tour. 

This interview was conducted in person and has been edited for clarity.

[Harmony Robinson]: Which music video did you have the most fun filming?

[Sebastiano]: I definitely had the most fun filming the “chicken shop date” video. We filmed in the middle of the night, around 1:00 am. We had live chickens. Random people were coming in from the club next door just to check out what was happening. It was an unforgettable time, for sure.

[Cisco]: Lowkey, I would say the “eastside” video was actually kind of fire. We were on a bus, and everyone around was growing really tired of us, and we had to focus on dodging stop signs-

[Yoshi]: Don’t forget about those lights!

[Cisco]:  Yeah, we almost died. Not joking. 

[Yoshi]: My favorite was “Jenny’s” because we got to ride on The Cyclone twice.

[Jackson]: I gotta go “Chicken shop” with Seb. That might have been one of the wildest nights of my life. On top of filming with live chickens, we had some crazy interactions. People were coming off the street to see what was going on. Shoutout to the chicken shop; everyone who worked there was so chill.

[Elijah]: I agree. “Chicken shop” was definitely the craziest. 

[HR]: What's been the hardest part of creating the album, and what's the creative process behind it?

[Sebastiano]: Honestly, I don't even say there's a hard part, because making music with Whatmore-the homies-is easier than doing it by yourself. We just all get in a room together. Elijah's the glue to everything. We throw down ideas on whatever was produced, and it's like a puzzle piece after that, putting it together, figuring out where the verses and hooks go.

[Cisco]: Yeah, the hardest part for me was going into a rural area and making it because I don't like leaving New York. But as far as the creative process goes, Elijah makes a beat, and we all start rapping.

[Yoshi]: The creative process is mad fun because, honestly, it's like nothing I've ever done before. We create a 16-bar loop, record over it, and then, as Seb mentioned, it becomes a big puzzle piece. It's like, oh, this is the verse and this is the chorus. When you make music alone, you write it fluidly and it makes sense, but when you have five other people, you never know what someone’s going to do. So I might think I have the hook, but then it's like, oh, no, wait, this is just a fire post-chorus. Then someone else chimes in with, "Let's try this and try that," and it just works.

[HR]: Congrats on playing Coachella and opening for LAUNDRY DAY! How are you guys navigating the nerves of performing for such large crowds?

[Yoshi]: So the way we're preparing to perform for Coachella is every day we get together and we spend like 7 hours watching Bey-chella on repeat. Every. Single. Day. Then we pray to Queen B.

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[HR]: With everyone being from such different musical backgrounds, how did you all converge your different ideas onto the album? Upon listening, do you think there’s a uniform sound or is it a blend across genres?

[Cisco]: The thing is, we all listen to different stuff, like Elijah and I, even though we don't look like the indie kids of the group, we listen to some alternative music. All of us listen to whatever. Jackson listens to hip hop-he loves 21 Savage. Seb listens to K-pop,

[Jackson]: -I do love 21 Savage.

[Cisco]: So it's blended from our primary inspiration at the top of different genres, but it's just an easy mesh cause we all listen to different things. 

[HR]: I've been loving the visualizers you all have been putting out; it really feels like fans are navigating the music industry alongside you. What's one piece of advice you give to those just starting?

[Cisco]: You gotta go to Patrick, our videographer, for that one.

[Patrick Linehan ]: Find friends that you like making stuff with, and just start doing it. Don’t make excuses and don't be afraid to ask. You gotta be good at being told no.

[Jackson]  My biggest thing was don’t be afraid. This is so corny, but don't be afraid to fail. Don't be afraid to be corny. I feel like we've been failing and being corny for so long, with videos that no one saw because they were bad. We put in years of just doing that, and then eventually you get to a point where it’s like, oh, wait, like, this is kind of good; and I feel like we're still working at that, obviously.

[Yoshi]: Our videos aren't corny. They're compelling.

[Jackson]: You're not going to be amazing at first, so don't be afraid to f****** fail. 

[Cisco]  Also, take everything with a grain of salt. Everyone's gonna have an opinion. Appreciate the opinions of people above you, but if you think something's fire, you gotta stand by it. 

[HR]: What's one thing you want audiences to take away from the album?

[Elijah]: I just want people to feel like they know us a little better. I think that’s really the biggest thing. I want people to feel comfortable coming up to us and saying hi. I want people to talk to us about the music and how it influenced them. I want to know what it made them think and feel. 

[Cisco]:  We are regular people who love music, and today's the day, not tomorrow, not next week, lock in. 

[Jackson]: We are people. We're out here on the street, come say what up to us. That’s it, Whatmore 2025, we’re here!

Written by Harmony Robinson 

Photographed by Shane Allen & Razi Faouri

Listen to the album here and grab your tour tickets here!

Bring Back Comedy: How American High is Bringing New Life to the Coming-of-Age Comedy in the Digital Age

While most production companies are focused solely on making content for the big screen, American High saw the potential to grow on the smaller screen. The Syracuse-based production company, founded by Jeremy Garelick and Will Phelps, was founded on the passion to make this generation’s teen comedies. Their dedication was solidified when they bought an abandoned high school to operate as their home base for their production office and filming location for future projects. The studio has grown tremendously over the last eight years, coming out with hits such as Big Time Adolescence, The Binge, and Summer of '69. As well as having eight picture deals with Hulu (recently renewed for another eight pictures per deadline).  

As they found success on the big screen, they wanted to be able to connect with this young generation where they were spending a great amount of their time, online. Coming out with their first sketch comedy channel, American High Shorts. The page displays the awkwardness and the quirks of high school that remain timeless, all under 60 seconds. Since the launch of American High Shorts, they have gained over 10 million followers across all platforms, 8 billion views, and a Webby Award. I had the chance to chat with Axelle Azoulay, the Head of American High Digital, to walk us through the evolution of the company’s online presence.

“In 2022, our social media presence was low. We were busy making 3-5 movies a year, no one was really paying attention to that, but we wanted to be the high school people…We have this high school with all the sets, all the props, all the costumes just sitting there, and we thought ‘Why don’t we make high school sketches?’ Essentially test ideas, test actors, within a one-minute format on their phone (where high schoolers really are) and see what happens.” Azoulay searched every corner of the Syracuse area for talent, from social media, comedy clubs, to college drama departments. She assembled her first team of creatives, which included Ryan and Aidan Micho, who would later be signed on to the official American High Shorts team. Through the curating process, Azoulay had to check that these creators didn’t only work well on camera, but behind the scenes as well.

“They don’t just need to be funny; they need to be funny, good writers, need good ideas, be good performers, understand social media, and be team players. There are a lot of great writers and great performers, but the combination of everything is pretty special.”

She goes on to explain how these talented creators are paving their own path in breaking into Hollywood, and how being able to adapt to so many roles in order to make content that will stand out to producers like herself.

“They are adaptable in general because they are consumers as well. They were born exactly in this time where you don’t need Hollywood to make it, you can just create content on your own and be noticed if you are good enough. Take control of your fate in your own hands.” 

After spending a week brainstorming ideas, which they would come up with 50-70 sketches they would then film throughout a 5-day period. Generating enough content for two months, and being able to see what audiences gravitated towards. Every two months, they would invite new creatives, modify the groups, and see who worked best together. Throughout this process, they would go viral multiple times with videos such as Alpha Dads, Math Teacher Who's Always Behind, and Problematic Theater Teacher. 

Like their films, they were able to capture the unique experience that is high school in a shorter format. “It’s the world of firsts. It’s something very universal; it’s something we’ve all been through. No matter where we are from. The first time you’ve driven a car, first time you kissed, first time you’ve done anything, so it’s very memorable and shaping.” 

Azoulay was able to piece together the powerhouse group that would be the face of American High Shorts: Grace Reiter, Ryan Micho, Aidan Micho, Julia DeCesare, and Hyde Healy. Once she found her team, they turned into a well-oiled writer’s room. “We operated like a Gen-Z SNL” said Azoulay. “Monday we’d brainstorm, Tuesday we’d write the scripts that were selected, Monday, Wednesday/Thursday/Friday we’d film, and almost every Thursday/Friday we’d have a guest star.” 

After the success of American High Shorts, the American High Digital Universe started to expand. Rather than

go out and buy a college campus, their relationship with Syracuse

University allows them to film content

there when needed. “We opened COLLEGE LIFE, because that was our next target audience, and the next type of movies we wanted to do.” For those who are done with school and trying to navigate the beginning of adulthood, they have a channel for you too. Barely Adults captures the chaos we face in this new chapter of our lives, trying to figure out who we are and what the hell we are doing. With the channel being based out of Los Angeles, this creates another opportunity for the company to collaborate with more creators as guest stars.

Through American High Digital, Azoulay is helping amplify the rising class of online creators. Operating like an industry-level writer’s room, it provides the support and guidance for these young creators to grow.

“We are very creator and talent forward- they get credited for every single video, the first group of American High Shorts went from pretty much no followers to famous today, and being able to do it on their own. Now, after two years, they moved on; some moved to LA, some moved to NY, some are doing stand-up or their own creations. They were cast in our movies, they are coming back to guest star, it's one big family. Now we have a new generation of American High Shorts, who I think are very funny and talented, and are definitely highlighting the next generation of up-and-coming talent.”

In addition to their short clips, the American High Shorts team took their comedy to YouTube, creating their first web series, Minimum Wage, which is currently being pitched to networks. With plans for more web series, YouTube appears to be the connecting factor in the American High Digital Universe among its four channels, joining a new wave of media creators bringing new life to the YouTube production landscape and helping revive the comedy in these spaces.

You can stream American High Shorts, College Life, Barely Adults, and Unhirables on all platforms.

You can stream the entire first season of Minimum Wage on Youtube.

Clothes and Culture: An Interview with HOESFORCLOTHES founder, Sasha Tarnovsky

Interviewed and Written by Jazzi Almestica and Lucy Anderson

What started as an online thrifting venture by creator and designer Tarnovsky from her LA apartment quickly turned into an internationally loved and admired fashion capsule inspired by the early aughts and the peak of socialites in the spotlight. While Tarnovsky is still working out of her LA apartment, the brand she created, Hoes For Clothes, has grown greatly beyond that. Sasha talks with 47magazine about her experience as a creator, designer, and Gen-Z fashion icon. 

Pictured Above: Sasha Tarnovsky in Hoes For Clothes

47Magazine: You’ve cultivated such a distinctive culture and style with your clothing brand “hoesforclothes.” What was the inspiration behind your brand and its unique name?

Sasha Tarnovsky: Honestly, the name just came to me sporadically. I have had this brand since 2019, and the original name was Grinchy Vintage (like, after the Grinch, haha), and then I rebranded to Cherubs and Cherries when I switched from selling vintage to selling more of my own designs. However, it never really felt right. Then, I remember being in a section for one of my political science classes in school, and it was around the time when the expression being a “hoe for” something was popular, like “I'm a hoe for peanut butter” or something, idk, and the name hoes for clothes came to me. I remember being so excited I could barely pay attention in class because I was like.. “This is so perfect,” but I didn’t know if it was taken already or not, so I sat through the class in agony, waiting to check my phone. Then I swapped it, and the rest was history!

47: Your clothing hits a specific spot for young adults, balancing hotness and humor, setting the trend for Gen-Z culture. Where do you find your inspiration and creativity? 

ST: I get a lot of inspiration from internet culture, memes, tv-shows and stuff like that. I have always really liked the 2000s aesthetic and used to be so obsessed with Jersey Shore and Desperate Housewives growing up. Everything else just kind of comes together! I also get lots of ideas from my followers, which makes it a really fun and collaborative thing. 

47: Starting a business is one thing, but turning it into a flourishing success is another. Did you think your business was gonna reach this level of fame?

ST: Literally never did I imagine something like this would happen! I just started it to sell off some clothing out of my closet originally, and help pay off some of my loans. I actually have a degree in political science. I was originally going to go into law, but then right around when COVID started, the brand kinda took off, so I didn’t accept any law school applications, dove head first into this world, and I haven’t looked back since! But being a fashion designer, or whatever you want to call it, was always my dream.

47: Who is your personal fashion icon?

ST: I don’t really have any celebrity fashion icons (although some movie characters definitely inspire me, like Shelley from The House Bunny, Edie from Desperate Housewives, etc). Still, I do have a few girls online that I would like to shout out for sure, my two favorite fashion girlies to follow are @beanieboylston and @linmick; neither knows I exist, but I have been following them for so many years. I am always inspired by the creative and fun approach they both have to fashion. For Lindsay (@linmick), I don’t necessarily even think our fashion style is remotely similar, but something about her vibe and style is so incredible. 

Beanie Boylston (@beanieboylston)

Lindsay Vrckovnik (@linmick)

47: What is one item of clothing you couldn’t live without?

ST: This is a basic answer, but either a black mini skirt or a pair of denim cut-off shorts. I think you can style them both in so many different ways, up or down, and they are both constants in my wardrobe. I felt like there was no “perfect” black mini out there, so I designed my own. 

47: What was your “I’ve made it” moment?

ST: I bet you could ask even Christian Dior this question and he would say, “did I really make it?!” or maybe that is just my imposter syndrome talking but I guess if I had to say something, I would say when I was still pretty new to all this and Tana Mongeau wore my “DUMP HIM” hat and had some paparazzi take her photo. To this day, I always think of her so positively regarding this situation because she did not buy the hat, she gently asked me for it, and I gifted it to her, and then when people asked her about where it was from she reposted one of those “Tana Closet” accounts to her story that shared my @. I have never seen her do that before for anyone. It was a gesture she absolutely did not need to do, because influencers like her are paid so much for their tags, but it was so sweet and kind and brought so many new eyes on me. I will always be so grateful for that, and I remember freaking out that THE Tana, who I used to watch on YouTube after school for hours, wore my trucker hat and shouted me out. 

47: What’s one piece of advice you wish you could tell yourself at the beginning of your journey? And what’s something you’d want to tell future you?

ST: I would tell myself to stay true to myself and my style because when you try to be something you’re not, you won’t succeed. The phrase “they can copy the recipe, but the sauce won’t taste the same” is so true. When I try to make items that I think people “want”, they never do well. All my best-performing pieces always came from the heart, and they were items I was personally inspired by. I am so grateful for the community I’ve curated on my social media, and I believe I got there by following my heart and doing whatever the fuck I wanted!