The year was 1972 and in what many consider to be Melbourne’s most exclusive suburb, Toorak, an independent newspaper, The Toorak Times was born, and the young publisher of this newspaper, Mick Pacholli was harbouring ideas of producing a rather more focused publication featuring Australian gig reviews and articles on the Australian indie music scene. And thus, seven years later The Alternative Gig Guide (TAGG) came into existence and with its cutting-edge stories, interviews, reviews and listings quickly gained a reputation as Australia’s first street magazines out there.

But since those halcyon days of the 1970s, society and technology have moved on, relentlessly it often seems – fashions and trends come and go, moral values continually evolve as do our expectations of what life should deliver to us but through this all TAGG persists, although today in an appropriately contemporary way. The longevity of this erstwhile Australian entertainment guide is testament to the manner in which it has been able to adapt to modern times whilst reaching out to a wider audience without compromising its original premise of tending to the interests of those looking for an alternative lifestyle in Australia.

Today TAGG is readily available digitally, and could be truly considered a complete entertainment and lifestyle magazine online that features an eclectic range of articles, reviews and interviews from literally hundreds of independent contributors, many of whom are well known in their own fields.

Mick, the founder of TAGG had, and still has more than a passing interest in the Melbourne music scene so it’s no surprise to open up this lifestyle and fashion online magazine and have your eyes drawn to insightful interviews with established and up and coming musicians – from all genres, such as the recently published interviews with Damnaged, the self-proclaimed “explosive rock band” or the rather more ethereal ‘just Min’, the Seoul born artist who is rapidly gaining a large, enthusiastic following. 

However, shoulder to shoulder with engaging and fascinating interviews are articles on subjects such as wedding planning advice, living with back pain or tips on home décor - or planning a successful dinner party. You could quite easily access TAGG, expecting the content to be typical of a film and entertainment guide for Australia and spend hours browsing through a plethora of articles that refuse to relinquish your attention.

It’s true that TAGG excels in its role as an Australian entertainment magazine online, but the boundaries of this digital production are spread beyond the expected array of reviews – for amongst others, beers and wines, films and music, comedy and dance shows; search the expansive catalogue of articles within this online lifestyle magazine and find pertinent advice on how to deal with divorce, or even health issues relating to drugs or alcohol.

TAGG is the only online entertainment magazine you will ever need; constantly updated with news and breaking stories from the world of fashion, entertainment and all matters lifestyle; why not sign up and receive instant notifications as new stories are added?