 Among its editors were Rowan Kerek, Jonathan Carter, Alastair Lee, James Cowdery and Matt Walton, the magazine's originator.The bulk of its content consisted of weekly reviews and discussion of new music, films, video games and/or books.Contributors to "Collective" included artist Billy Childish, Rhianna Pratchett and various freelance journalists such as film reviewer Leigh Singer and film and games journalist Daniel Etherington.