As a journalist I’ve interviewed over a thousand musicians. Since 2004 I’ve also been working with artists, labels and management companies, figuring out the best way to tell stories (and identify what those stories are).
What it is
We’ve all seen what bad media training looks like — boring for the interviewer, boring for the audience, boring for the artist too. When I work with artists my goal’s making everything as interesting as possible, while making it as easy as possible for the artist.
‘Media coaching’ is probably a better description of how I work, and it reflects how artists, interviewers and the media have changed in recent years.
When I work with musicians it’s often about helping them say what they want to say (and sometimes figure out what it is they want to say), while also making sure they know what the media and fans want to hear.
Preparing an artist to face questions about difficult topics or complicated areas of their life is frequently part of the work, too. My experience as a qualified counsellor means I’m equipped to work with some pretty intense topics, and able to create a comfortable and hopefully safe space where those topics can be shared and sensitively worked on.
I try to adapt my work to each artist or band, and this can take the form of anything from a one-off meeting to regular sessions, in person or via Zoom — and if you want someone to turn up and be on hand at a high-pressure press day, write an acceptance speech or prepare for a press conference, I’ve done that too.
Over the years I’ve developed a series of exercises, roleplays and approaches which mean I can adapt sessions to the requirements of different artists.
As well as preparing new artists for the general experience of being interviewed, I’ve worked with many on navigating some complex topics including difficulties with band members, mental health issues, family problems, questions around gender and sexuality, trauma, career difficulties, label drama and more.
I’VE HELPED CLIENTS WITH STUFF LIKE…
- Complex family histories
- Reality TV, talent show ‘complications’
- Fear of backlash and cancellation
- Identity
- I hate my label/bandmates/new album/fans etc
- Criminal history
- Gender identity
- Sexuality
- “I just completely hate all journalists and the entire notion of interviews appalls me”
- Privilege, nepo baby, industry plant accusations
- Famous partners and former partners
- Neurodiversity, mental health issues
- “My new song’s about X but I don’t want to talk about X in interviews”
How it works
We’ll meet in-person or on Zoom for one session or several. By the end of it all you’ll either be more comfortable in interviews or you’ll be better at giving them. Preferably both.
Who I’ve worked with
I’ve worked with the sort of people you’d expect might get media training — but also plenty of people who might surprise you. I’ve worked with all the major labels and a range of independents and management companies, on artists ranging from bedroom popstars, electronic artists, grime acts and guitar bands to Ivor Novello, Grammy and Brit Award winners, as well as people who’ve survived pop-culture monoliths like Disney, Netflix and The X Factor.
Think I can help?
Whether you’re an artist or working on behalf of one, you’re welcome to get in touch and tell me a bit about what you’re after. You can drop me a line on [email protected].
All queries (like all sessions) are treated in strict confidence. I’m happy to discuss NDAs for added peace of mind.
Further reading
My chapter on dealing with the media appears in Touring and Mental Health: The Music Industry Manual, published by Omnibus and available here.