Surf Media in 2020 is fractured, not broken, but splintered into a thousand different content creators.

There are just a couple larger legacy outlets whom have been around for decades, reflecting and speaking to the serve community and culture,

but there are literally hundreds, if not a thousand, filmmakers, writers, photographers,

bloggers, and now vloggers who almost always start local

with their own tight circle of friends, and the recipe is to showcase their cool or unique

surf community to a larger audience. The ultimate challenge, though, is to repeat that success or eventually repeat it enough

to where you can systemize it. But it's hard to create fresh and novel ideas for your small

core audience, and if you can't even pull that off, it's even more difficult to then connect

intimately and meaningfully with a larger, more diverse audience.

Matt Taitone started a small media company called Indoic with a very specific focus,

reflecting a very specific community.

And while Surf Media has historically just rehashed the same two themes of performance and travel over and over

for decades. Indoics somehow found an aspect of surf culture to explore that is almost completely

undocumented. And even more impressively, it appeals equally to both surfers and non-surfers alike.

Surfshack, Volume 1 was released on April 19th, 2017 as a hardcover coffee table book.

It showcased surfers' homes through photographs and it featured interviews with the home dwellers.

It wasn't glamorous or even

professionally lit. It was just a tasteful peek at how these people live. The art that hangs on

their walls, their book collections, their flatware, their bedding. From New York City apartments

to fanciful Hawaiian tree houses, it revealed a behind-the-curtain

look at surfers' personalities in a way that really did feel more honest and real than anything

that they would showcase on their own social media accounts. The book was available at retail locations worldwide,

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