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
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.
What is the function of record reviews in 2024?
The joys of magazine-making with PROG Editor Jerry Ewing
What's it like to broadcast from a war zone?
Should music critics 'pivot to video'?
Why Music Journalism Matters
Is 'Traditional Media' Still Relevant for New Artists?
Has music become a sub-genre of internet culture?
Shouldn't all music journalism be intersectional?
Lessons from two decades of crafting DIY Magazine
Why music needs to talk about the climate crisis
How will the music coverage of the future be funded?
Is music journalism's future in campaigning?
Introduction to S2: The Editor's Letter / Voice Note
DiS008: Live Music And Mental Health
DiS007: AI, AI, AI! UK Government's War on Copyrighted Music?! Beatles AI song! - Dr Hayleigh Bosher explains it all
DiS006: Women's Equality in Music & Glastonbury's pipeline with Vick Bain from The F List / ISM
DiS005: How music can embrace the power of AI with ChatGPT expert David Boyle
DiS004: Tune in, AI Out - the co-founders of Endel on music's potential futures
DiS003: TikTok, "Authenticity" and Music with Eleanor from Crystal Fighters
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