Viva (American magazine)

Viva was a short-lived American counterculture magazine, published from 1967 to 1971. It is notable for its coverage of the burgeoning underground arts scene, including experimental film, music, and literature, and its association with the New York City avant-garde. The magazine featured interviews with prominent artists and writers of the era, alongside photography, essays, and poetry. Its contributors often reflected the politically radical and artistically experimental spirit of the late 1960s. While its circulation was never massive, it held significant influence within the counterculture movement and continues to be of interest to scholars studying that period. The magazine’s exact editorial stance is debated, but its pages consistently presented alternative perspectives and challenged mainstream norms. After a relatively brief run, it ceased publication, though its legacy continues through its archived content and influence on later publications. Further research is needed to fully detail its financial history and the complete list of contributors.