How would you describe your job?
My role is solely focused on the curation and programming of music on Spotify - building, diversifying and progressing the playlist ecosystem across Indie, Alternative and Rock music in the UK and Ireland. My goal is to ensure each user has the best experience possible as soon as they open the app.
A key pillar of my role is constantly having my ear to the ground to maintain and identify new spaces that are reflective of the vibrant music culture happening locally in our region as new sub-genres, niche communities, scenes, trends, moods and moments are always fast emerging and evolving. A big focus is also supporting artists from all backgrounds at all stages of their careers - from established stars to the emerging and underground - so they can grow and connect their audiences both on and off our platform.
How does social media feed into your job?
We’re living in a time where music culture and online culture go hand in hand. Social media is a cornerstone of how artists can communicate, engage and inform their audiences - plus, it’s the home of viral trends, inside jokes and cultural moments. It’s where creators and fans can express themselves, support each other and where modern music communities are born.
Having insight into all of these aspects on a daily basis is important as an editor as it provides a more unique view on what’s going on across the landscape of artist and fan activity, how they express themselves online and how their audience is translating off of Spotify.
How did you get into your job role?
I started my career in the music industry when I was 18 and went on to gain experience across the landscape of radio promotions, distribution, developing independent artists and marketing - each role intertwined with the same goal of connecting artists with audiences.
I’ve always been deeply passionate about the genres I specialise in and this experience led me to where I am now at Spotify. As a long time user, I would always turn to editorial playlists and my Discover Weekly to listen and discover new music. Making my own playlists over the years was my way of journaling - so as you can imagine, this role was a proper dream! I jumped at the opportunity to go for it, which is never lost on me when I open my laptop each day.
What makes an artist stand out to you?
I don't think there's ever a particular formula that makes an artist stand out, each artist has their own individual elements that make them unique but it always starts with the music for me - then the artists' personal story really enhances their impact to me as a listener.
We’re witnessing a very exciting generation of music with so much diversity, where creators are multifaceted and are empowered to express themselves however they want to; they can be honest, fearless and confrontational in what they write about, break the boundaries of traditional genres and moulds, create albums in their bedroom and be their own record label... all of these things are encapsulating and fascinating to me.