Nirvana, TikTok, analogue aesthetics, and virality don't usually go together. Meet the creator who is bucking all the trends.

How do you build genuine community around music in an attention economy designed for extraction? What happens when Nirvana's DIY punk ethics meets TikTok algorithms? Can analog aesthetics and primary source research create alternatives to clickbait culture?

This week, Drowned in Sound founder Sean Adams talks with Royce aka ShoshinBoy - the TikTok creator behind viral music history videos that blend VHS cameras, rotary phones, and deep cultural excavation. From viral Nirvana content (2 million views) to uncovering forgotten Cure folklore, his analog-meets-digital approach reveals how authentic passion can cut through algorithmic noise.

Inspired by DIY punk rock culture, ShoshinBoy developed research methodology that prioritises primary sources and contemporary context over Wikipedia aggregation. His anti-gimmick gimmick - talking through vintage technology while analysing YouTube clips of Arctic Monkeys, The Clash, Pavement and many more - started as platform critique but evolved into genuine community building around shared musical mythology.

The conversation explores creator economy extraction, the death of mysterious rockstars in parasocial media landscapes, and why nostalgia both preserves and destroys cultural memory. Most importantly, it reveals how DIY ethics can survive on corporate platforms when creators prioritise community service over algorithmic optimisation.

00:00 – Introduction 04:30 – Defining journalism 08:37 – Everett True's book to TikTok virality 11:59 – The analog setup: Anti-gimmick philosophy 17:05 – Primary sources vs Wikipedia 24:11 – Creator economy critique 34:04 – Nostalgia as cultural force 42:15 – Alternative funding 45:04 – The future of musical mythology in algorithm-driven culture

"I think that like. At its core, I just wanna be genuine and, and like I said, I'm only doing this 'cause it's fun and it's what I'm compelled to do anyways." [24:00]

"I don't think the idea of selling out exists in the year 2023. Acknowledging the idea that just to even pay rent or, or exist as a creative online in the current economy is, is it's so difficult." [26:00]

• Email sean@drownedinsound.org with your thoughts on DIY ethics in the creator economy
• Join the discussion in our community forum about preserving musical mythology
• Share your experiences building authentic community around music passion

• @shoshinboy on TikTok - Analog music history through VHS and telephone
• Shoshin Boy on Instagram

• Everett True – Live Through This: American Rock In The 90s - The story of the grunge phenomenon by Everett True
• Careless Talk Costs Lives Magazine - Everett True's magazine mentioned
• Meta Label - Yancy Strickler's collective-focused creative platform
• Artist Corps - Creative collective experiment mentioned
• Simon Reynolds - Retromania - Book on nostalgia culture referenced

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 evergreen episode of the DiS podcast was recorded in 2023 and explores how DIY punk ethics can survive and thrive in platform capitalism, revealing alternative paths for creators who prioritise community building over algorithmic extraction in the attention economy.

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.

In this special Q&A episode, DiS founder Sean Adams explores the uncomfortable truths about streaming economics, social media burnout, and why the music industry's success metrics are fundamentally broken.

From debunking the myth that millions of streams equal financial stability to reframing social media as an extension of artistic practice, Sean answers your questions and offers practical wisdom for navigating an industry designed to exploit rather than support creators.

This episode strips away the glossy veneer of streaming success stories to reveal the harsh mathematical reality: an artist with 25 million streams over a decade might earn just £6,000 annually - less than minimum wage, before expenses. Sean explores why massive streaming numbers rarely translate to sustainable live audiences and how platforms like Spotify actively prevent artists from connecting with their own listeners.

Timestamped Chapters:

• [00:00] Introduction
• [01:31] What do you tell an artist that has great music but hates social media?
• [09:46] What will streaming look like in five years?
• [14:57] Is there still a place for live streaming gigs?
• [20:37] Does 25 million Spotify streams pay enough to live on?
• [27:07] The difference between building a fanbase and streaming numbers
• [32:35] Outro and preview for Part 2
• [34:01] Bonus track: Kate Nash on MySpace

Key Takeaways:

• How to transform social media from promotional burden into artistic storytelling extension
• Recognise the disconnect between streaming numbers and actual audience connection
• Focus on platforms that enable direct fan communication rather than vanity metrics
• Consider live streaming only for performances designed specifically for digital consumption

Resources Mentioned:

• Mood Machine: The Rise of Spotify and the Costs of the Perfect Playlist by Liz Pelly
• Benefits' meta-commentary social media approach
• Moment House platform for curated live streaming
• Bandcamp for Artists - Direct fan communication model
• Bandcamp Community Features - Artist-to-fan messaging

Questions Answered:

• Sarah Howells (LinkedIn): Advice for great artists who hate social media
• Mark Painting (LinkedIn): Will streaming consolidate or fragment in five years?
• Paul Gaffigan (Email): Is there still a place for live streaming post-lockdown?
• Tony Moss (Email): Breaking down the 25 million streams success myth

Continue the Conversation: Send your questions for future Q&A episodes to sean@drownedinsound.org or find Sean online. What music industry myths need debunking next?

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.

Next Episode Preview: Part two continues with Sean's analysis of the Disarmed Spotify movement - why musicians are pulling their music and fans are abandoning the platform they once trusted.