Drowned in Sound

Introducing... 2025 Theme: What will music be like in 2050?

This year marks 25 years since Drowned in Sound launched, and rather than obsessing about the past, we will be gazing into the future, trying to work out what music will be like in 2050.In this prologue episode, Sean Adams, the founder of Drowned in Sound, reflects a little bit on his 25-year journey and examines the current challenges facing music, from economic barriers to the impact of technology and AI. He discusses the importance of grassroots venues, the role of music in our lives, and the potential for both dystopian and utopian futures. Along the way, he plans on speaking with industry experts, musicians, and pioneers to uncover insights and envision solutions for a sustainable and vibrant music ecosystem. Join this open research project to explore how we can shape a better future for music.This was an unscripted ramble, so you can read a little more in our recent newsletter.00:00 Introduction: The Big Question for 202500:35 Reflecting on 25 Years of Drowned in Sound02:07 Challenges Facing the Music Industry04:22 Exploring Solutions and Innovations06:53 The Future of Music: Utopia or Dystopia?08:36 Join the Journey: Open Research Project

How does music get discovered? Favourite venues? Brexit? - Q&A Special: Part 2

In part two of this Q&A experiment, Drowned in Sound founder Sean Adams delves into various topics, including the process of discovering new music, the complexities of the music industry, and nostalgic reflections on MySpace and defunct London music venues.
He also touches on the importance of human connection in music curation, potential improvements for music streaming platforms, and the socio-political challenges affecting the UK's music industry post-Brexit. Additionally, Sean reflects on memorable interviews.
Thank you to everyone for your questions, please submit any for the next edition to sean@drownedinsound.org and be sure to subscribe to the newsletter at drownedinsound.org

Why weren’t [insert band] massive? Music’s true value? Gaffes? - Q&A Special: Part 1

To mark Drowned in Sound's 24th anniversary and before we begin a new season of the podcast, Drowned in Sound founder Sean Adams answers your questions.
Here are some links related to topics covered in the Q&A in case you'd like more context.
Listen to: Choose a Bright Morning by Jeniferever on Bandcamp
Read: Wendy Roby's brilliant review of Plastic Beach by Gorillaz
Listen to: Mystery Jets featuring Laura Marling
Read: Mike Diver's 2005 interview with Saul Williams
Read: DiScover Santigold
Questions for this episode submitted by our social media followers and over on the Drowned in Sound forums:
Sweetsonix on Twitter: A nice easy one. How do we return respect to, and appreciation of, the arts?
Anthony Gibbons who wrote for DiS in the early days: I've had my fair share of interviewing gaffes in my time, so what is the most cringeworthy question you've asked an interviewee and what was their response? 
Body in the Thames: If you had to do it all over again, what one thing would you change?
My Yada on DiS forums: What was the first review on the site?
Drastic Measures: Were you aware that Drowned rhymed with Sound when you came up with the name, or was it just a happy coincidence?
Icarus Smicarus: If you could be a DiS album review, which DiS album review would you be?
Jamie Cameron: What happened to Jeniferever?
Rose Wiles: Favourite gig at Verdis?!
Karl Hamilton: Why weren't Microdisney massive?
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What is the function of record reviews in 2024?

Elijah is a profound thinker and this conversations draws on his influential grime nights with Stormzy & Skepta, writing about music, DJing and to his Yellow Square instagram posts, which are a form of community-building journalism that act as prods and prompts that agitate thoughts into focus.
DiS021 | S2: The Future of the Music Press EP13
From his experience as a pirate radio DJ to running Butterz label & clubnights to being a musician and artist manager, Elijah considers yellow squares to be a former of journalism and the conversation explores the ecosystem that feeds into it and swirls around it.
In this conversation with Drowned in Sound founder Sean Adams, we discuss mediums and spaces, online platforms and club cultures. The conversation sways from curation as a form of journalism, the YouTube mindset, Twitter, 10 minute or 10 hour radio shows.
We also try to deconstruct the gatekeeper and the creative challenges facing people working in music, journalism and anything that involves publishing online. We also discuss the joy of Tumblr, yow electronic music in the UK clusters around its pirate radio, BBC media structures,  and why not all clubs closing is a bad thing.
Quotes out of context:
“What’s the musical equivalent of a community note?”
“Some people say ‘I don’t make any money’. Well, what do you sell?”
“Imagine if a review is all the possibilities that the album lays down”
“It's one bit of work.  With all these different mediums,  but it’s just the language hasn't adjusted  to, to serve that yet, you know what I'm saying?”
“…there's a hundred thousand, ten thousand histories happening at once. And that's like something that music journalism, the box, cannot fully capture.”
“People just think, ‘oh, that's their job to write about music.’ And it's like, no, their job is to sell advertising space  wrapped around the coverage of music. That's what magazines have been historically. Right?”
Links
Eli1ah on Instagram
Various links: https://linktr.ee/Eli1ah
YouTube recommendation: Super Eyepatch Wolf
YouTube recommendation: Nathan Zed
Make The Ting album
Eli1ah's Resident Advisor Takeover
Further reading: "Close The App, Make The Ting": Elijah's Yellow Squares are making a difference by cutting through the noise (DMY)
Podcast referenced with Bandcamp founder
Please note, this conversation took place in November 2023.
If you're enjoying this podcast, please sign up and support our new newsletter at DrownedinSound.org.

The joys of magazine-making with PROG Editor Jerry Ewing

How do you become a magazine editor that can put Kate Bush on the cover? And what’s it like running a genre-specific title in 2023?
In a world where the digital age is rapidly redefining media, Sean Adams (@seaninsound) meets a titan of the magazine world, Jerry Ewing, editor of PROG magazine for a rare interview. From his roots starting a Marillion-inspired fanzine to being at the helm of genre-defining publications such as Classic Rock and Metal Hammer, Jerry's journey is a testament to the enduring power of specialist knowledge and passion-driven journalism.
Episode Highlights:
The Genesis of a Genre Journalist: Jerry recounts the serendipitous moments that led him from crafting a fanzine to steering the course of iconic music magazines.
The Art of Magazine-making: Delve into the craft of curating content for a niche audience, the evolution of magazines in the internet era, and the potential resurgence akin to vinyl's comeback.
Defining the Undefined: What is progressive rock? Jerry challenges the conventional confines, advocating for a broad, idea-driven definition that encompasses the innovative spirit of the genre.
Adapting to the Beat of Change: The discussion turns to the seismic shifts in media consumption and the strategies for staying relevant in a landscape transformed by technology.
The Human Touch: Jerry envisions a future where the human element is not just a feature but a proud declaration in magazine-making.
Notable Quotes from Jerry Ewing:
"Progressive music's reach is quite wide... It's the ideas and the approach to making music that sets them apart."
"Understanding your readers is crucial... Be comfortable with your readership, and they'll feel comfortable with you."
"The editor guides the magazine... decides what goes in it, helps point the tone."
"For our readers, it's the music that matters... They're not interested in sex, drugs, and rock and roll."
"Communication between human beings is at the root of journalism."
Further Insights:
From Court Jester to PROG: Jerry's DIY beginnings and the transition from fanzine to professional journalism.
The Inclusive Vision of Prog: Embracing a wide spectrum from prog metal to experimental indie, Jerry's editorial direction is as diverse as the genre itself.
The Editor's Role: Setting the tone and creating a dialogue with music aficionados, Jerry's editorial philosophy is about crafting a space for in-depth musical exploration.
The Vinyl Moment for Magazines: Speculating on the tangible allure of print in the digital age, and the unique value it could regain.
Links:
PROG Magazine
Jerry Ewing on Twitter
Subscribe to Drowned in Sound on Substack

What’s it like to broadcast from a war zone?

Award-winning reporter Julia MacFarlane explains what the music press can learn from traditional news journalism.
As Drowned in Sound's podcast season looking at the future of music media continues, we wander into the world of international journalism with award-winning reporter Julia MacFarlane. With a wealth of experience reporting on major global events for the BBC to ABC News, Julia shares her unique insights into the art of covering huge stories and the challenges of conveying truth in an age of misinformation.
DiS018 | Season 2: The Future of Music Journalism EP10
Highlights:
From Beirut to Brexit: Julia discusses her experiences covering critical global events.
The 'One Decision' Podcast: Learn about Julia's co-hosting experience with former Chief of MI6 Sir Richard Dearlove, where she interviews experts on a range of pressing topics.
Challenges of Modern Journalism: Julia reflects on the importance of accuracy and impartiality in journalism, especially in high-stakes international reporting.
Self-Shot Journalism: Julia discusses the challenges and rewards of self-shooting journalism and the necessity of recording events impartially and accurately.
The Power of Personal Stories: Understand the role of personal narratives in making complex global issues relatable and understandable.
Key Quotes:
"Recording events as they happen is vital... it's important to have professionals who are trained to record things accurately and impartially." - Julia MacFarlane
"The BBC was a crucial connection to home and world events for English-speaking families abroad." - Julia MacFarlane
"In filmmaking, whether you're a solo journalist or part of a team, finding compelling stories and voices is essential." - Julia MacFarlane
Timestamps:
[02:06] Julia's Background and Career Path
[14:03] Challenges and Responsibilities in Journalism
[29:17] Insights from 'One Decision' Podcast
[34:23] Navigating Journalism in the Digital Age
More:
For more on Julia MacFarlane's work, check out the "One Decision" podcast and follow her on social media (Linkedin | Instagram | X | Threads).
Enjoyed this episode? Share it with a friend or leave us a review on Apple or Spotify.
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Hosted and Produced by Sean Adams.

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.