Digital Publishing Community Storytelling & Cultural Journalism Creative Community Building Brand & Platform Development Event Production Fundraising Self-InitiatedAn Award-Winning Chronicle of Baltimore’s Creative and Cultural Scene
What Weekly
We launched What Weekly, a Baltimore arts and culture magazine with a mission of “Documenting the Baltimore Renaissance” that grew into an award-winning international platform publishing thousands of stories, receiving major press recognition, and galvanizing a creative community over seven impactful years.
What Weekly began as a creative uprising. It was a self-funded, self-initiated online arts and culture magazine launched in 2010 to tell the real story of Baltimore. At a time when national media focused almost entirely on crime and hardship, What Weekly set out to show the creativity, innovation, and resilience that residents experienced every day. The mission was simple and radical: document the Baltimore renaissance by amplifying the good, the beautiful, and the overlooked.
Founded by Brooke Hall and Justin Allen, What Weekly quickly became a cultural force. Guided by a belief that storytelling can shape a city’s identity, the magazine brought together artists, photographers, writers, musicians, educators, and entrepreneurs to capture the spirit of Baltimore’s emerging creative movement. Each week, for seven years, the magazine published original stories, photography, and short documentary films that celebrated the people building a brighter future for the city.
As the work continued, What Weekly grew into much more than a publication. It became a gathering place for a new creative community. Hundreds of contributors, collaborators, and supporters built lasting relationships through the magazine’s weekly editions, events, parties, and open editorial meetings. This deep and vibrant network became the foundation on which the idea for Light City was born. The movement that had formed around What Weekly made it possible to imagine, design, and ultimately launch a world-class light and innovation festival that would carry Baltimore’s creative renaissance onto the global stage.
Throughout its run, What Weekly remained driven by authenticity and participation. Thousands of stories were published. Hundreds of thousands of readers around the world connected with a Baltimore rarely portrayed in mainstream media. The Guardian called What Weekly “the best blog for travelers… with their fingers on the pulse of all things hot and creative in Charm City.” New York Magazine described it as the city’s best new magazine. Baltimore Magazine celebrated its mission to create positive social change by amplifying the good and praised its lush photography and intimate storytelling.
The influence of What Weekly extended far beyond digital publishing. The magazine hosted iconic events, including the Hoodoo Party, described by WYPR as the best party of the year, along with rooftop gatherings, underground dance nights, and the highly creative Fabulous Fritz Ball. A community-backed crowdfunding campaign raised twenty thousand dollars, fueled by original videos produced for only twenty-two dollars. The magazine’s curated event calendar became a trusted guide for discovering the most compelling happenings in Baltimore.
Through photography, storytelling, community gatherings, and the cultivation of a vibrant creative network, What Weekly helped catalyze a movement. It reshaped the city’s narrative, uplifted its innovators, and created the community infrastructure that made the Light City festival possible.
Key Outcomes
Seven years of weekly editions documenting Baltimore’s cultural and creative renaissance
Hundreds of contributors and thousands of original stories
Hundreds of thousands of readers in more than two hundred countries
Featured in The Guardian, New York Magazine, Huffington Post, and Baltimore Magazine
Multiple “Best of Baltimore” awards
Successful crowdfunding campaign raising twenty thousand dollars
Hosted dozens of cultural events and gatherings that strengthened community ties
Built the creative community platform that ultimately enabled the launch of Light City
Press and Awards
What Weekly received extensive recognition throughout its seven-year run. The magazine was featured in local, national, and international publications and earned multiple awards for its creative impact and cultural contributions.
Featured story in Baltimore City Paper, August 2010
Named Best New Magazine by Baltimore Magazine, August 2011
Voted “Best Baltimore-based Website” in the Baltimore City Paper Readers Poll, September 2011
Featured in the Huffington Post, 2012
Selected for Adobe Behance 99U Conference Fellowship, 2012
Featured in The Guardian, 2013
Featured in New York Magazine, 2013
Voted Best ‘Zine by Baltimore Magazine, 2013
The Guardian described What Weekly as “the best blog for travelers with their fingers on the pulse of all things hot and creative in Charm City”
New York Magazine called it the city’s best new magazine
What Weekly also organized memorable events, hosted open editorial meetings for the community. Wikipedia page, Facebook page, and Flickr archive.
*Photography and art below by Philip Laubner, Theresa Keil, Larry Cohen, Lee Boot, David London, Kelly Louise Barton, Mike Oswald, Tedd Henn, Brooke Hall, and others.
Love Letters
“What Weekly is one of the great ideas to come out of Baltimore in the last few years.”– Peter Davis
“Finally, a weekly periodical in Baltimore with its finger on the REAL pulse of B-more’s unique burgeoning art/music scene. Everyone should subscribe to What Weekly immediately if they want to be in the real loop.”– Ian Hesford of Telesma
“There is a great new cultural voice in town here in Baltimore....Based on their first two issues, I am betting they are going to quickly become an important voice in Mobtown.”– Indiebookman.com, Founder/Owner of Author’s Bookshop
“And what an outstanding magazine. Where have I been? I feel like Alice after she stepped through the looking glass – I’m dazzled by what’s on your side of the mirror. Where have I been? How do I subscribe?”– Fred R.
“Your weekly productions have been as fresh, entertaining, and energetic as ever; I’ve been following your stuff and forwarding the site. Your work is very impressive and, I sense, ‘something meaningful.’”– Fred
“Not many people in this city have more pure intent & help artists like Justin & Brooke do.”– Larry Cohen
“What Weekly is what’s happening. It makes Baltimore shine. Always on the mark.”– Fred
“Understates its value. You guys help keep Baltimore the ‘greatest city in America.’”– Brendan Walls
“Thanks for the buzz you are creating for B-more artists and musicians; we definitely needed you to not only get the word out but also make us feel like we’re doing something our city supports and cares about. Plus, the BUZZ is on the street!”– Sahffi, musician
“We love what you do!”– Matthew Leffler-Schulman, Producer, Mobtown Studios
“Cool! I like the idea a lot. You are a rock star.”– Ishita G., Publisher, Fear.less Magazine
“What Weekly looks awesome.”– Nicolas Y., Instructor at Florida State University
“Wow. Such a FAB shot of our Gallery with Celebration. Come visit us at The Patterson again soon. WHAT A SOLID SITE. Thanks for all you do!”– Megan Hamilton, Director of Creative Alliance
“Just wanted to say thanks so much for the awesome article and photos… I’m just catching on to the site and LOVE it.”– Jed Dodds, Artistic Director of Creative Alliance
“Great work with What Weekly. I’ve just come across it recently, and it really fills a need in Baltimore.”– Diana G.
“@whatweekly is a positive force in our Twitter Universe.” - Lisa Edmond
“By the way, the first issue kicks a*% - looks great.”– Brian L.
“I love the issue.”– Philip Laubner, Photographer
“Clever concept... Check it out.”– Bridget Z. S., Towson University Faculty
“Awesome!!!”– Keith Myer
“Great photos, as usual. GREAT COVERAGE of the event. By the way, the What Weekly website looks amazing.”– Joanne Juskus of Telesma
“Fantastic stuff!”– Heather J.
“I love What Weekly. Love it. Love the look, love your content and everything. Very nice. All the best of luck to you.”– Bruce Goldfarb, Publisher and Executive Editor, WelcomeToBaltimoreHon.com
“Keep shipping, Brooke. It matters.”– Seth Godin
“This project looks great...and useful!”– Jim Lucio, Visual Arts Coordinator at BOPA
“Awesome photos! Congrats on getting a good thing going with WW.”– T. DeFoe
“I like your spunk and passion for my beloved Crabtown.”– Rafael Alvarez
“The Baltimore WorldWide project looks awesome. Great, great idea!”– Brad Grachowski
“You guys rock! You have the best writing ever! I’m a new fan.”– Miss Joule
The Guardian said What Weekly is the “best blog for travelers… with their fingers on the pulse of all things hot and creative in Charm City.”
New York Magazine said What Weekly was “rated the city’s best new magazine.”
Baltimore Magazine said about What Weekly: “The online mag's tagline is ‘Documenting the Baltimore renaissance,’ and few outlets do it as well as What Weekly, which launched last year. Covering broad stretches of the city's arts and cultural scenes, from the Transmodern Festival to the recent Scapescape, its dispatches are filled with lush photos and frontline accounts from events that are often overlooked by mainstream media. While many of us are quietly proud of Baltimore's reputation as a home for experimental artists and musicians, What Weekly is giving them a broader voice.”
*Photography and art above by Philip Laubner, Theresa Keil, Larry Cohen, Lee Boot, David London, Kelly Louise Barton, Mike Oswald, Tedd Henn, Brooke Hall Allen, and others.