Drowned in Sound Sean Adams

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.

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.


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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.

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.




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How do you become a magazine editor? 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


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What can the music press learn from reporting on technology and content creators?

In the ever-evolving landscape of music and technology, where do the twain meet and diverge? Drowned in Sound founder Sean Adams meets NBC News' tech and culture reporter, Kat Tenbarge. With her finger firmly on the pulse of internet culture and the influencer economy, Kat's expertise, honed at Insider through investigative forays into the complexities of digital fame, offers a fresh perspective on the symbiosis between tech and tunes.

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 “


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Shouldn't all music journalism be intersectional?

In this episode, DiS founder Sean Adams meets journalist, writer, editor, and wonderful human Emma Garland who has written for Vice, Huck, The Quietus, The Face, Crack, Dazed, Sunday Times, Rolling Stone and many more great publications about everything from revolutions in Iran to the pleasures of Lana Del Rey. 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.

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).


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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.


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