LOU REED | MICK ROCK | TRANSFORMER Selects WORKHOUSE as Agency of Record

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 - [3 OCTOBER   2013] 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  [email protected] or by telephone +1. 646. 205. 3540

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  [email protected] 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" x 15.5" large format volume, traditionally craftsman-bound by hand. Lou and Mick's Transformer image is recreated on the cover, with a variety of foil detailing and gilt page edging. The book is presented in a slipcase and will include an exclusive 7” picture disc of the Lou Reed classics ‘Walk On The Wild Side’ and ‘Coney Island Baby’.

Lou’s originality and creativity has inspired one of the most visually exciting volumes that Genesis has ever made. Each of the 2,000 numbered copies in the limited edition has been signed by both Mick Rock and Lou Reed. Available now  via www.transformerbook.com

Made in England, 1974
In the late 19th century, under the influence of William Morris, the private press flourished in Britain, creating books that were works of art in themselves. Similarly inspired, Genesis Publications was founded as an independent publishing house true to the arts of printing and craftsmanship. In an interview with The New York Times, Genesis' late founder Brian Roylance commented, "I don't know of many people who go to this much trouble to produce a book anymore. But I think there is a future for it." Inspired by this idea, Genesis is proud to create some of the most sought after books in the world.

'Genesis Publications... creators of lushly designed rock photo books' - The New York Times
Genesis dispatches books to collectors in over 50 countries. Around 100 signed limited editions have been created with renowned authors, as varied as they are many. Their editions feature in the collections of the world's finest libraries, including New York Public Library's Rare and Fine Printed Book Department.

From The Beatles to Buckingham Palace
Authors and contributors who have participated in Genesis limited editions include Eric Clapton, George Harrison, Keith Richards, Ronnie Wood, Ringo Starr, David Bowie, Pete Townshend, Yoko Ono, Tom Hanks, Steven Spielberg, Sir George Martin, Sir Peter Blake, Sir Roger Moore, Michael Palin, Ravi Shankar, as well as sporting icons including Sir Brian Lochore, Michael Owen and Sir Jackie Stewart. Visit www.genesis-publications.com


W O R K H O U S E
WORKHOUSE (workhousepr.com), one of the country's leading public relations and integrated creative agencies, represents Genesis Publications and the Lou Reed | Mick Rock fine limited edition of Transformer and serves as media contact and A.O.R. For the Fifth consecutive year, WORKHOUSE has received the "Best of Manhattan Award" by the U.S. Commerce Association (USCA). In 2012, Workhouse swept three of the industry's highest honors when it was bestowed with the Public Relations Society of America (PRSA) Silver Anvil Award, the PR News' Platinum PR "Wow Award" and the Bulldog Reporter Silver Medal Award. The agency was also named as a PR Daily/ Dow Jones Finalist for "Grand Prize: PR Campaign of the Year ". Celebrating a decade of service, Workhouse is a full-service creative agency headquartered in New York City. We specialize in integrated marketing positioning emerging and established brands with celebrity craftsmanship. Workhouse provides full-service public relations, social media, brand promotion, creative consulting, not to mention, modern day marketing & branding. Clients have included The Rolling Stone's Ronnie Wood, Debbie Harry, Francis Ford Coppola, David LaChapelle, CBGB, Interview Magazine, Details Magazine, Galleries Lafayette, Karmaloop, Ford Motor Company, Virgin, Assouline Editions, Rizzoli International Publications, Tony Shafrazi Gallery, Wantful.com, Coty, Versace, Cynthia Rowley, offering award-winning worldwide campaigns across a broad spectrum of luxury, fashion and lifestyle brands. We speak the language. Our hands are dirty! Visit workhousepr.com