Agency #85 - The Individual vs The Institution: Who Really Has The Power? | Poppy Reid
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Aug 14, 2025 Poppy Reid, Co-Founder and Chief Content Officer of Curious Media, is a trailblazing journalist behind major Australian entertainment publications. She shares insights on the evolution of music journalism from print to digital and discusses the importance of adaptability in a changing media landscape. Poppy also addresses the role of authenticity in storytelling, the challenges of reviving legacy brands, and the quest for diversity in the industry. With anecdotes about her journey, she emphasizes the significance of emotional connections in today's music industry.
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Personalities Over Institutions
- Institutions are losing sway as audiences prefer personalities and creators over legacy mastheads.
- This shift reflects distrust in media and a move toward trusted individual voices.
Launching Rolling Stone During COVID
- Poppy and Luke relaunched Rolling Stone Australia in 2020 and published a print magazine during the pandemic.
- Investor support allowed them to double down on digital marketing and teach audiences print's value.
Trust Trumps Masthead
- Artists and audiences increasingly choose trusted personalities over mastheads when sharing stories.
- Personal relationships with journalists can drive engagement more than the publication name.