M E D I A R E L E A S E
01 October 2012
NEW ZEALAND TATTOO
In the home of the tattooist’s art
Chris Hoult & Steve Forbes
New Book Showcases New Zealand’s Mega Passion for Tattooing
New Zealanders are the most tattooed people in the world,* and the new book New Zealand Tattoo showcases the art form, its practitioners and its history.
New Zealand Tattoo features stunning photography by Chris Hoult, with text by Steve Forbes profiling leading tattoo artists around the
country, revealing their styles and what makes them tick.
The book features 23 tattoo artists from the South Island West Coast to the Far North, a concise history of tattooing,
and a round-up of the most recent Auckland International Tattoo Convention.
It chronicles the amazing diversity of styles in New Zealand now, from the original ta moko (artists like Gordon Toi,
Riki Manuel and Te Rangitu Netana) to a profusion of Pacific, Asian and European forms.
Hoult developed the book with publisher Peter Dowling, who received strong international interest in the concept at the
2011 Frankfurt Book Fair. The pair committed to publish the book in time for the 2012 Frankfurt event, where New Zealand
will be Country of Honour.
“By taking a succession of road trips to different parts of the country, and meeting the artists in their studios, we
have tried to convey their views of the tattoo world here in Aotearoa,” Hoult comments.
Forbes found talking to the tattooists fascinating, and was surprised that in many cases no one had taken the time to
interview them.
“Auckland tattooing stalwart Merv O’Connor is a perfect example,” he says. “With 55 years in the industry he has seen it
go from an underground art form to a respected profession. It’s great to be able to share his and the others’ stories.”
Other artists featured in the book include Auckland International Tattoo Festival organisers Nehe Reuben and Pip
Russell, German-Kiwi tattooist Monique Mataga, Elam School of Fine Arts graduate Andy Tauafiafi, and Christchurch
tattooists like Brad Cone and Andy Swarbrick whose premises were destroyed in the 2011 earthquake.
* A 2009 poll by UMR Research reported that per capita, New Zealand is the most tattooed country in the world, with one in
five Kiwis wearing ink. The survey found New Zealanders under the age of 30 are more likely to have a tattoo than any
other age group. Women outnumbered men with 22 % tattooed compared to 17% of men.
New Zealand Tattoo will be launched on 25 October at Real Groovy in Auckland – with a tattoo competition, slide shows, finger food and lots
more! Flyers, posters and ebook versions of tattooist profiles will be available for promotion and marketing. The book
will be shown at November’s NZ Tattoo and Art Festival in New Plymouth, and conventions in Australia and Europe. We have
international interest, with a premiere at the Frankfurt Book Fair on 10 October, and North American distribution
already secured.
Release Date: 25 October 2012 | ISBN: 978-1-877514-47-0 | RRP $75.00 Hardback, 330 x 250 mm, 176 pages colour