The Crucial Role of Music Journalism in Artist Discovery

How do music journalists spot breakthrough artists before they become household names? What does it take to get leftfield artists like Zola Jesus into mainstream publications like Vogue? How can music journalists build trust that transforms both interviews and careers?

This week, Drowned in Sound founder Sean Adams talks with Ilana Kaplan - the music editor at People Magazine and author of "Nora Ephron at the Movies" (Abrams Books, 2024). Following conversations about discovery and algorithms, this episode explores the craft of music journalism: how experienced writers develop taste, build industry relationships, and create the stories that shape how we discover music.

From researching artists at the Barnes & Noble magazine racks to recognising Billie Eilish's potential at a Mercury Lounge show to creating the viral boygenius Brokeback Mountain-inspired cover stories for Alternative Press, Ilana's career journey reveals the human curation that algorithms can't replicate.

The conversation covers discovery methods, editorial strategy, the changing definition of "alternative music," and why building trust with artists creates better journalism than aggressive questioning.

Chapters:

00:00 – Introduction
04:30 – What journalism means in the misinformation age
08:37 – Ilana's career beginnings from SPIN intern to music obsessive
11:59 – Spotting stars early: the Billie Eilish gamble that paid off
17:05 – Getting Zola Jesus into Vogue: selling leftfield artists to mainstream editors
24:11 – What does 'alternative' actually mean?
25:07 – boygenius desert shoot: spending your own money for viral covers
34:04 – Blacklisted for honest reporting: when PR controls journalism
45:04 – The hope in innovation and how models are changing
53:22 – Sean's Outro

Key Takeaways:

• Discovery requires human curation: The Hype Machine's organic blog aggregation created an outlet for excitement that algorithms can't replicate
• Trust transforms journalism: Giving artists space to be heard reveals more than aggressive questioning
• Editorial bridges build community: Getting Zola Jesus into Vogue shows how to connect leftfield artists with mainstream audiences
• Investment creates lasting impact: The boygenius desert cover succeeded because someone fought for the vision and funded it personally
• Taste-making is community service: Early discovery of artists like Billie Eilish demonstrates journalism's role in cultural development

Continue the Conversation:

• Email sean@drownedinsound.org with your thoughts on music journalism's craft
• Join the discussion in our community forum

Guest Links:

• Nora Ephron at the Movies - Ilana's book published October 2024
• @lanikaps on Twitter
• @lanikaps on Instagram
• Ilana on Bluesky

Referenced in Episode:

• Defector - Writer-owned sports publication mentioned as model
• The Hype Machine - Music blog aggregator that shaped early 2010s discovery
• Rob Sheffield at Rolling Stone - The writer who inspired Ilana's career
• boygenius in AltPress - The cover feature we discuss
• The Future Is Written - Huck Magazine profile mentioned in outro

About the Host:

Sean Adams is the founder of Drowned in Sound, an independent music publication that has championed underground and independent artists since 2000. Through the DiS podcast, newsletter, and community, Sean explores how to build a fairer, more sustainable music industry while supporting the artists and fans who make it meaningful.

This episode was recorded in November 2023 during Ilana's transition between staff and freelance work, capturing insights about journalism craft and industry navigation during a period of significant media industry change.