I think everyone has seen at least one photo by a Magnum photographer, the thing is the Magnum name has never been big (in my opinion) with the younger demographic. I think this could be due to the fact that people usually find their photos in magazines such as National Geographic, which doesn’t seem to be the place to find something new, hip, or trendsetting.
The Vice / Magnum partnership is amazing since it channels the works of experienced photographers to a younger demographic. As subjective as the field of photography is, Magnum photographers have such a mastery of the technical parts of a good image, as well as the balls to go out and take photos in the most extreme situations. They aren’t hipsters going out and taking photos haphazardly at a set time. They are always out, always taking photos, and refining their eyes and their skills.
Check it out:
http://www.vice.com/columns/vice-loves-magnum