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LOU REED | MICK ROCK  TRANSFORMER GENESIS PUBLICATIONS FINE LIMITED EDITIONS SINCE 1974 S E L E C T S WORKHOUSE AS AGENCY OF RECORD NEW YORK - WORKHOUSE (workhousepr.com) one of the country's leading public relations and integrated creative agencies, today announced that it has been selected as public relations and marketing agency of record for Genesis Publications (www.genesis-publications.com), Fine Limited Editions since 1974, and the launch of TRANSFORMER, the signed, limited-edition book by Lou Reed and Mick Rock. As PR agency of record, WORKHOUSE will direct a program to bring branded visibility to Transformer  domestically, including media and trade relations, and national and local market consumer cultivation. Interested media please contact Workhouse, CEO Adam Nelson directly via email  nelson@workhousepr.com or by telephone +1. 212. 645. 8006  Forty years ago, Transformer launched Lou Reed from the underground, way up to Mars, with a little help from Starman Bowie. Mick Rock was there to capture Reed's flight on film, beginning with the iconic album cover and continuing through the wild side of the Seventies.  Today, Lou Reed, rock icon, artist and poet, is collaborating with legendary photographer Mick Rock once more, with a limited edition book and record set.  Designer John Varvatos is honored to celebrate the U.S. launch at his famed 315 Bowery boutique in New York City, formerly the seminal underground music club CBGB’s, on October 3, 2013.  Interested media please contact Workhouse, CEO Adam Nelson directly via email  nelson@workhousepr.com or by telephone +1. 646. 205. 3540  MICK ROCK: 'I'm happy our relationship has weathered the outrageous antics of the past 40 years, enabling us to come together to produce such a beautiful tome.'  LOU REED: 'I like Mick and I like what he photographs, so shooting with him was never a problem. All these moments would be gone for ever if it wasn't for him.'  JOHN VARVATOS: ‘Lou and Mick's new book takes us on an amazing journey that has had a significant and lasting impact on music and fashion for over 40 years.  True pioneers and re-inventors, I am excited to host them for their launch of this incredible, sexy, delicious, outrageous, inspiring, rebellious book from our friends at  Genesis Publications.’  Charting the transformations of Lou Reed from 1972 to 1980, TRANSFORMER presents never-before-seen imagery of Lou Reed by photographer Mick Rock. Their new book captures Lou in the studio, performing onstage, in his hotel room, and with friends including David Bowie, Nico, Mick Jagger, Iggy Pop and Andy Warhol.  Lou and Mick discuss the photographs and their friendship in a completely original, no-holds-barred dialogue. Lou Reed tells the truth behind the sartorial gestures, innovative stage set-ups, subversive acts and legendary albums that made him one of the most intriguing artists in modern music.  Their collaboration will be showcased in a 11.5
"I approached Adam at his award winning PR company Workhouse, when I was producing a tribute concert to The Velvet Underground and Lou Reed, for Max's Kansas City's 50th Anniversary, It was a fundraiser for The Max's Kansas City Project, Max's charitable arm. We were low on funds, and without hesitation, Adam, without ever having met me, came on board pro bono (a true philanthropist). He instantly created a brilliant publicity campaign that more than added to a very successful, fun evening. Adam is dedicated to whatever he is involved with at the time. He is both an innovator and a team player, who can see a need and strategize ways to fulfill it." - Yvonne Ruskin Sewall, President & Founder of the Max's Kansas City Project 
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