Not Real Art

If you start an art publication from scratch with virtually no capital, prepare to get creative with your time and resources. Today’s guest, Victor Gonzalez, founded GRØSS Magazine fresh out of college with a gleam in his eye and few assets to his name. Fast forward seven years, and the once wobbly publication has blossomed into Grøss Creative Studio, a thriving media company also known as the GCS Agency. “Coming into print publishing with very shallow pockets—it really made me resourceful,” says Victor,  who also heads GRØSS as the editor in chief. “I had to lean into that quality. I think that quality has always been instilled in me because I'm the product of immigrant parents, who were just always resourceful, trying to find their own way, trying to do the most with what they had, and figure out ways to stretch their resources, whether it was money or any kind of resource.”The GCS brand currently houses two initiatives. There’s GRØSS, a contemporary art platform focused on creating space for crea