Drowned in Sound

Should music critics ’pivot to video’?

Meet the YouTube music critic who runs whilst reviewing records.
Probably not all of them, but there are some people evolving music criticism onto new mediums. To understand what it's like to be a "creator" on YouTube, we spoke to Jimmy Watkins, who gave up his career as an athlete (he reached the 800m final in the World Indoor Athletics Championships in 2006 and set a Welsh indoor record!) to play guitar for DiS favourites Future of the Left.
After leaving the band, he started a project called Running Punks with a friend which has become a community of music-lovin' runners. A spin off of this has been his videos where he reviews records, whilst running in the Welsh countryside.
In this conversation, Drowned in Sound founder Sean Adams continues his search for where music journalism is headed and explores where the idea for 'running reviews' came from, how Jimmy approaches them, when music writing got under his skin from (spoiler: it was music biographies and reading magazines in Tesco). We also touch upon Jimmy's upcoming documentary running across America and his new music project Joyce, which you can listen to on Bandcamp here.
Timestamps
00:00 Sean's Introduction: The Pivot to Video Journalism
00:56 The Running Review of The Art of Losing by The Anchoress
03:17 Understanding Journalism with Jimmy Watkins
04:55 The Evolution of Running Reviews
25:44 The Unique Appeal of Running Reviews
33:43 The Role of Music in Personal and Cultural Understanding
48:31 The Upcoming Projects and Final Thoughts
Links
Subscribe: Jimmy's channel on YouTube here.
Visit: Running Punks
Drowned in Sound's newsletter has now left Substack and is available on our new website at drownedinsound.org

Why Music Journalism Matters

The Quietus' John Doran reflects on the demise of Pitchfork and whether music journalism is now destined to be a hobby or can writing/thinking/talking about music thrive in a reader-funded era?
DiS020 | S2: The Future of the Music Press EP12
In his widely-shared piece for The Guardian, this episode's guest John Doran, co-founder of the esteemed music publication The Quietus, wrote about the importance of music criticism:
"I think a good analogy for writing about music is like composing poetry about the weather. You could spend an entire lifetime writing verse about thunderheads and tornadoes and not come within a mile of creating something that was as literally sublime, but once in a while the writer will connect with the rhythms, the flash of lightning, the spatter of rain, and if they are really focused they will discover entirely new rhythms and be inspired to write something unique."
Beyond the beauty and power of words, this discussion with Drowned in Sound founder Sean Adams covers a lot of ground including:
how Fela Kuti widened John's horizons and inspired a Guardian column that saw him taking a trip to Cairo to discover the emerging music scenes in Egypt
Sophie's impact on artists like Charli XCX
Poptimism and the domination of Taylor Swift
what it signifies for counterculture when James Blake plays at Chanel parties
the 'industry plant' nonsense surrounding the brilliant Last Dinner Party
the impact of search engine optimisation on what the music press commissions
a bit about the intersection of entertainment reporting with music writing
We also delve into the essence of why music journalism matters
As with the rest of this season, the conversation also looks ahead to what the future holds, and whether there will be enough voice like Neil Kulkarni's (RIP).
Key Timings
03:40 Exploring the Definition of Journalism
16:38 The Impact of Populism on Music Journalism
29:01 Exploring Music from Different Parts of the World
47:08 The Interconnectedness of Music Scenes
48:49 The Influence of Algorithms on Music Discovery
01:07:19 The Importance of Diverse Voices in Music Journalism
About The Guest
John Doran is the co-founder of award-winning website The Quietus. He has written for a range of publications including Bang!, The Guardian, NME, BBC, Vice, The Wire, Metal Hammer and more. His "misery memoir" Jolly Lad is out now. You can hear his BBC Radio 4 series New Weird Britain on BBC Sounds. Watch his British Masters series for Noisey on YouTube here. You can find him on Twitter @JahDuran.
About The Host
Sean Adams founded Drowned in Sound, which recently relaunched as a weekly newsletter here. Alongside hosting, he does all the production on this solo project podcast and wrote a little more about the process here. You'll find him on all social media platforms as @seaninsound.

Is ’Traditional Media’ Still Relevant for New Artists?

Does the music industry still need the music press? Do new acts still care about media coverage?
Explore the shifting landscape of music promotion in the digital era with Atlanta Cobb, the award-winning Music Business Coach and manager of multi-platinum selling artists.
In this episode, Drowned in Sound's founder Sean Adams delves deep into the existential questions surrounding the relevance of traditional music press in a time of TikTok. Atlanta shares her journey from Florence + The Machine fan site creator to consultant and coach, aiding hundreds of artists in navigating their evolving careers.
DiS017 | Season 2 - The Future of the Music Press | EP9
Key Topics and Time Stamps:
00:00 The Changing Role of Music Press
00:13 Audience Consumption Shift
00:51 Insights from a New Generation Music Consultant
01:34 Challenges in Getting New Artists Coverage
02:15 Decline of Music Press Influence
03:48 Rise of Social Media in the Music Industry
05:05 Reality of Music Consumerism
06:44 The Impact of Press on an Artist's Career
09:58 Role of Fan Communities in Music Promotion
10:19 Atlanta's Journey into the Music Industry
21:22 Impact of Press Quotes in Marketing
28:10 Effects of Social Media on Artists
29:51 Power of Audience and Fans in Music
30:55 Potential of Social Media Platforms
36:55 Role of Social Media in Music Promotion
51:00 Struggles of New Artists in Today's Industry
57:10 Need for Adaptation in the Music Industry
58:18 Closing Thoughts: The Love for Music
Insightful Quotes from Atlanta Coombs:
"Consistency is crucial, both in how press champions artists and how I advise my artists in their promotional strategies"​​.
"The industry's trend towards TikTok and social media metrics often overlooks talented artists who lack massive followings or resources"​​.
"The music industry needs to find different approaches to adapt and evolve, especially in how artists release music and engage in storytelling"​​.
"It's like the wild west out there in the music industry, but having a deep love for it is essential to navigate its complexities and stay the course"​​.
About Atlanta Cobb:
Atlanta's rich background includes roles at Island Records and Columbia Records, working with artists like Post Malone and Drake. Atlanta was recently a day-to-day Artist Manager at Crown Talent & Media Group, working with artists such as Becky Hill, Ella Henderson, and Camden Cox.
Links:
Atlanta on TikTok
Learn more about Atlanta's mentoring for new artists
Subscribe to Drowned in Sound's Substack newsletter for thoughts and advice on the modern music industry
Subscribe and Follow:
To stay updated with the latest in the music industry and Drowned in Sound episodes, subscribe to our podcast and follow us on our social channels.

If $600 billion a year is being spent, why are so many publications closing?

In a digital world awash with advertising money, why are music publications and media outlets facing extinction?
As we explore the future of the music press, we take a detour into the world of marketing to help make sense of the economics of the media landscape. Especially as the brilliant Jezebel closed last week and so far this year we've seen huge amount of job cuts across the media (especially at media behemoths VICE and Buzzfeed) and the closure of publications like Gal-dem.
Drowned in Sound's founder Sean Adams invites Darren Hemmings, mastermind behind Motive Unknown and a trailblazer in music marketing, to unravel this paradox. Together, they dissect the perplexing reality of a booming online ad industry ($600 billion a year according to this piece for Harvard Business Review) juxtaposed against the decline of traditional ad-supported music press. From the intricacies of connecting with music fans to the future of music media in the digital era, this episode promises an enlightening journey into the heart of the industry's current conundrum.
DiS016 | Season 2 - The Future of the Music Press | EP8
Episode Highlights
The Advertising Enigma: A look at how $600 billion is spent annually on online ads while media industry job losses and publication closures continue to rise.
Marketing, Money, and Music: Darren sheds light on the challenges of building an audience for artists and spreading music beyond existing fans.
The Art of Connection: Insights into the essence of marketing as not just a transaction but a meaningful connection with audiences.
Strategies Behind Chart-Topping Successes: The tactical approach to getting artists like Wet Leg and The 1975 to the number one spot.
The Evolution of Targeted Advertising: Discussing how the granularity of targeted ads has transformed over the years, impacting the way artists reach their audience.
The Rule of Seven in Music Marketing: Exploring the multitude of touchpoints required to persuade someone to invest in music or a product.
The Role of Indie Sector in the Evolving Music Ecosystem: A critical look at the role and response of the independent sector in shaping the music ecosystem amid major label strategies like Universal's investment in NTS.
Notable Quotes
- "Marketing is about connecting with people in a way that doesn't treat them like a cash cow." - Darren Hemmings.
- "There's a misconception that marketing for big artists like Robbie Williams is challenging, but in reality, they are the easiest to market due to their established fanbase." - Darren Hemmings.
- "We've reached a point where you don't need to buy banner ads on music websites because you can target their readers on Facebook." - Darren Hemmings.
- "I've become that person where every headline I write is a question. It's playing the game almost inadvertently." - Darren Hemmings.
Related Links
- Motive Unknown
- Darren Hemmings' Network Notes Newsletter
- Subscribe to Drowned in Sound on Substack
Darren Hemmings is at the forefront of digital marketing in the music industry as the founder and managing director of Motive Unknown, a strategic marketing consultancy. With a keen eye for the evolving landscape of digital advertising and a deep passion for music, Darren has led innovative marketing campaigns for a diverse array of artists and labels. His impressive roster includes influential acts like The Spice Girls, Wolf Alice, Jungle, Moby, Run The Jewels, Robbie Williams, Underworld, alt-J,, and prominent labels such as Sony Music, Dirty Hit, AnjunaBeats, AEI, Partisan Records, Warp Records, AWAL, LuckyMe, Lex, Platoon, Because Music, Mass Appeal, and B-Unique. Darren's expertise and insights offer a unique perspective on the intersection of music, marketing, and digital media, making him a sought-after voice in the industry.
This episode was produced, researched, and hosted by Sean Adams.

Has music become a sub-genre of internet culture?

NBC News' tech and culture reporter Kat Tenbarge has her finger firmly on the pulse of internet culture and the influencer economy. She honed her expertise at Insider through investigative forays into the complexities of digital fame. Her coverage is much more than product launches and squillion dollar deals, and touches upon MeToo, fandoms, exploring how internet mobs chill free speech, and so much more.
In this episode, we explore what the music press can learn from technology journalism.
Related links
Read Kat's reporting on NBC here.
Q&A about how Kat reported on the David Dobrik allegations for Insider
Kat's piece about Angelina Jolie and Amber Heard
Find Kat and her tweets about Evan Rachel Wood and others cases against Marilyn Manson here
Reporting: 'Free Britney' organizers and influencers took over a bar, threw a drag brunch, and blasted Britney Spears in a weekend devoted to the pop star
Follow Kat on Threads here
Reporting: How Tory Lanez trial bloggers are shaping the conversation around Megan Thee Stallion
Also mentioned on this podcast was the defunding Check My Ads and Stop Funding Hate
Podcast recommendation: Offline by Crooked Media
Episode Highlights:
"The Influencer Economy": Sean and Kat unravel the fabric of online influence, pondering its implications on cultural consumption and the MeToo movement's resonance within this sphere.
"Music and Memes": They delve into the curious interplay of internet culture and the music industry, where virality can be both a career catalyst and a capricious whirlwind.
"Ethics in the Age of Exposure": The conversation takes a contemplative turn, probing the moral compass guiding journalists amidst the relentless glare of the digital age.
"The Future of Influence": Kat shares her prognostications on the influencer culture's trajectory, contemplating its impact on the internet's burgeoning denizens.
This podcast was produced, researched, and hosted by Sean Adams (@seaninsound), the founder of Drowned in Sound website (est. 2000). For more deep dives into cultural currents and explorations of the musical zeitgeist, tune in and subscribe to DiS' Substack.
Quotes from this episode:
“I’m telling the story of our downfall as it's happening” on reporting on the downfall of the media
“Honestly, one of the most, like, mind bending things to watch someone like say to the public what they do and then have those people turn around and be like, he could never do this.” On Marilyn Manson
“I think that reporting that takes a point of view is actually going to be what is successful”
“This is a period that's going to redefine the next few centuries.
"The way that technology has evolved in the past 15 years. is going to change the rest of history. It already has”
“I worked at News websites that were dominated by the clicks and the traffic. And I recognized that in order to get people to click on something, there had to be conflict. This is how all storytelling, whether it's fiction or non fiction, works. You have to have conflict. There has to be a narrative. Um, if you're telling a story about a new product being launched, no one's going to click on that unless There's some element of this product launched and it's offensive “

Shouldn’t all music journalism be intersectional?

From revolutions in Iran to the pleasures of Lana Del Rey journalist Emma Garland has written for Vice, Huck, The Quietus, The Face, Crack, Dazed, Sunday Times, Rolling Stone and many more great publications.
Emma's interviewed everyone from Emily Ratajkowski to Lingua Ignota, capturing their essence in a style of writing inspired by the journalists from a more literary tradition like Joan Didion and Hunter S Thompson, so who better to talk to about music writing that's intersectional, encompassing far more of life and what it means to be human than 50 word reviews of the latest major label debut.
The conversation begins about the differences between journalism, culture writing and music criticism, before spiralling in a range of directions from psychoanalysing the cast of Love Island to the way the culture war means interviewees are now a lot more guarded because they're speaking far beyond the readers and their fans.
Emma Garland shares insights into her creative process, using humour to tackle weighty topics and how she spotlights underrated artists and big ideas, often at the same time.
We discuss concerns over limited career pathways for emerging writers and calls for more sustainable funding models for music publications (if there are any rich benefactors out there, please get in touch).
Additional topics include:
The changing appetite for music journalism in the digital age
Challenges pitching profiles versus reported features
Activism in music media
Hopes for more focus on grassroots artists
What needs to change leading up to future UK and US elections
Guest Bio:
Emma Garland is a writer, editor, and journalist with a knack for capturing the zeitgeist of contemporary music and culture. With a career spanning over a decade, Emma has become a voice for countercultural narratives and a champion for the kind of editorial that combines fun with serious critique. Her upcoming book, "Tell All Your Friends," promises to be a seminal work in understanding the cultural history of mainstream emo from 2000-2013 (more info).
Read Emma Garland's article on women's role in music's political revolution, ⁠here⁠.
Read the Vice and Gal-Dem MeToo coverage, here.
For a monthly dose of cultural insights, subscribe to Emma Garland's newsletter, ⁠here⁠.
Visit: ⁠⁠Emma Garland's Website⁠
About The Host:
This podcast was produced, lightly edited, researched and hosted by Sean Adams (@seaninsound) who founded the Drowned in Sound website.
Want to keep up to date? Sign up for DiS' Substack here.
A Few Publications Mentioned in This Episode:
⁠Vice⁠
⁠Gal-Dem⁠
⁠Huck⁠
⁠Rolling Stone⁠
⁠NME⁠
⁠Rock Sound⁠
⁠Creem Magazine⁠
Shoutouts in this episode include investigative journalist Sirin Kale, Craig Jenkins (writer at Vulture), and Zing Tsjeng (editor in chief at Vice).

Lessons from two decades of crafting DIY Magazine

What's it really like to edit a music website?
DIY Magazine co-founder Emma Swann joins DiS founder Sean Adams on season two of the Drowned in Sound podcast about the future of music journalism.
We journey from the early days of the website to its current print & online format with a discussion that contrasts and compares DiS & DIY's stories, the thrills, the challenges, building a trusted voice, how brilliant the new Bully album is, some White Stripes fandom, a fair few mentions of Wolf Alice, red carpets, and much more.
We explore DIY's origin story, the value of human curation versus algorithms, and whether print magazines could make a comeback. Emma shares her unique perspective from the front lines of music media.
"Music journalism isn't just about reviews; it's about making connections, about showing the humanity behind every note."
"Print magazines have their own magic; they offer a pause, a moment of engagement you won't find online."
Learn more about Emma's work at DIY Magazine and follow on Twitter.
Emma is a creative force, dabbling in photography, writing, podcasting, and web design. See Emma's photography website here.
Check out the new Bully album they raved about.

Why music needs to talk about the climate crisis

Journalist, podcaster and climate communicator Greg Cochrane shares how interviewing ANOHNI changed his life, what it was like editing NME’s website, the joy of being involved in Loud & Quiet magazine plus a little bit about writing for The Guardian, interviewing Lady Gaga for the BBC, and plenty more.
The focus of our conversation is around the importance of understanding the intersection between the climate emergency and culture. “We need more stories about what’s happening” said Greg, in a really moving section of the podcast involving his hopes for the future of journalism. Toward the end, we also touch upon the economics of media and the creative economy as a self-sustaining ecosystem, including a shout out to Novara Media’s subscription model where people are encouraged to donate an hour of their salary.
Related Links
Read Greg’s life-changing interview with ANOHNI
https://www.loudandquiet.com/interview/anohni-hoping-for-a-miracle-cover-feature-interview/ 
Greg’s coverage of Billie Eilish’s recent “solutions focussed” Overheated event can be found here
https://www.nme.com/news/music/overheated-billie-eilish-mother-maggie-baird-interview-london-climate-event-3491598 
Rebecca Solinit on hope in an age of climate boomers is here
https://www.theguardian.com/commentisfree/2023/jul/26/we-cant-afford-to-be-climate-doomers 
Subscribe to the Sounds like a Plan music & climate podcast that Greg co-hosts with Fay Milton (from Savages, co-founder of Music Declares Emergency and new music project Goddess) 
https://linktr.ee/soundslikeaplanpodcast 
Learn more about Greg’s work with Heard - the communications charity who support individuals and organisations to tell better stories on climate. https://heard.org.uk/articles/climate-stories-that-work-turning-awareness-into-action/ 
Listen to Loud & Quiet’s podcast and subscribe to the magazine
https://www.loudandquiet.com/podcasts/ 
Learn more about the Reuters Institute’s Oxford Climate Journalism Network
https://reutersinstitute.politics.ox.ac.uk/oxford-climate-journalism-network 

How will the music coverage of the future be funded?

Kickstarter's co-founder Yancey Strickler shares lessons from Fugazi's label and Beastie Boys' Grand Royal magazine and discusses the forward-thinking ethos of The Royal Society, a prestigious fellowship of the world's most eminent scientists.
Yancey is a big thinker, a music lover, writer and a 'zine publisher. He wrote about music for Pitchfork, Village Voice, eMusic (with many of the current Bandcamp Editorial team) and more, before becoming a notable figure in creative project funding at Kickstarter and now Metalabel. He shares a wealth of insights on the intersection of music journalism and the quest for authentic creative expression in the digital age.
Discover more about Yancey's work on ystrickler.com or follow him on Twitter @ystrickler.
Learn more about The Royal Society
Read Yancey's viral essay on The Dark Forest Theory
Discover Meta Label, an endeavour aimed at building infrastructure for the creative economy and making collective projects easier.
Read about Grand Royal's fleeting yet impactful existence (The Atlantic).
Some Yancey Strickler quotes from this episode:
"To use the most obvious example, but you know, what if Taylor Swift had a magazine, right? Like, what if? What if Taylor Swift wanted to create a space to platform things that she celebrated, the things that she cared about, things she thought her fans wanted."
"Frank Ocean has been on that, you know, I think a lot of people in the hip-hop space have done a lot of creating wider platforms for themselves through fashion. Through other lines of cultural output that I think have proven to be extremely meaningful."
"...what is music journalism? I'm just gonna say it's ethnography and I'll go to your cartography comment. To me it's explaining lineages... What are the connections? What are the origins? What is the broader sweep in which this work appears? ...like, take me inside a world I wouldn't know otherwise. Help me appreciate that world the way people inside do. And I would say any, any, any piece, anybody that can do that I'm interested and that I think is a, true service and not that music journalism needs to be a service, but if I think it, how do you elevate above sharing an opinion, which is something that anyone can do. And so that has been rendered... Mapping the context, making that context, something that people can appreciate, that I think is maybe the highest form it can attain."

Is music journalism’s future in campaigning?

The Big Issue's Culture Editor Laura Kelly on their campaigning work, like Venue Watch to help save grassroots music venues across the UK.
As Laura says, "Across the UK, there was more than two venues closing every single week." Through Venue Watch, The Big Issue is raising awareness of the challenges facing venues and driving action by "telling the story of a venue" each week.
As part of Drowned in Sound's new season of podcasts about where music journalism is headed, we explore how sharing these stories and putting "values to the fore" allows The Big Issue's activist journalism to kickstart national conversations and create change.
We asked Laura how music journalism can go beyond entertainment to activism, and she responds "I think music journalism is about building that bridge between the art and the artist and the world around."
Laura offers an insightful look into The Big Issue's unique social mission and using journalism as "a force for good." We also shoutout James O'Brien, The Skinny, Music Venue Trust, Beyond the Music Festival, Duran Duran, Nick Cave, and Smash Hits.
Sign up to Venue Watch here:
https://www.bigissue.com/venuewatch
Read Laura's writing:
https://www.bigissue.com/author/laura-kelly/
Follow Laura on Twitter:
https://twitter.com/laurakaykelly
In this episode we mentioned that 16% of people working in the creative industries are working class, you can find the data behind that study here.
The Big Issue is a British magazine that provides a platform for homeless and vulnerably housed individuals to earn a legitimate income by selling the publication on the streets. It features a mix of social and cultural content, and its mission is to empower disadvantaged people through employment while raising awareness about homelessness and poverty-related issues.