How Do I Music?

This week we're chatting to Xanthe Fuller, Senior Marketing Director at Mixcloud and someone who's been sneaking into jungle raves since she was 13. She's worked her way up from 4am radio shifts at XFM to producing shows for Pete Tong, Adam & Joe, and Jamie Cullum across BBC Radio 1, 6 Music and Radio 2.
We get into the proper art of pitching music without sending paragraphs that nobody reads, why online radio is the new pirate radio, and how building global communities around niche genres actually works. Plus she explains why saying yes to opportunities you don't fancy can completely change your career trajectory.
Includes actionable advice on getting your music heard, why work ethic beats being flashy, and why burning bridges in the music industry is career suicide.
Key Topics:
Early Music Journey
Started sneaking out to jungle raves at 13 with friendsFirst rave: Jungle Mania at The Astoria, Tottenham Court RoadInfluenced by sister's mixtapes from DJs who later got signed to Ninja TuneParents were surprisingly supportive of clubbing, prioritizing safety over restriction
Radio Career Path
Transitioned from TV work to radio after sister's suggestionGot XFM job by writing "ridiculous answers" to competition questionsWorked 4am-8:30am shifts while temping full-timeProduced Adam & Joe show (loved the TV show as a student)Worked across BBC Radio 1, 6 Music, and Radio 2Produced Pete Tong, Jamie Cullum, and Mary Anne Hobbs shows
Radio Production Insights
Producer roles vary dramatically between showsSome require heavy music curation, others focus on live directionKey skill: balancing relationship with talent while maintaining authorityEventually hosted own show on Soho Radio
Mixcloud Journey
Met founder Nikhil when running early online radio stationMixcloud solved real problem: sharing DJ mixes was previously clunkyEvolved from community role to marketing directorCOVID accelerated live streaming features, shifted to subscription model
Pitching MasterclassThe Golden Rules:
One sentence only - "Never send paragraphs because it's just not going to be read"Instant access - Click and hear immediately, no downloads/sign-upsStart small - Pitch lightest idea first, build relationship, then expandGet rid of fluff - Find the one kernel that piques interest
Industry Insights
Online radio replacing pirate radio as talent hotbedGlobal communities forming around niche genresBrand partnerships work best when supporting culture, not exploiting itStreaming made music "secondary activity" - background listening
Career Advice
Work ethic beats flashiness - "People that got kept on got their heads down and delivered amazing work"Say yes to opportunities - Even unappealing projects can lead to great relationshipsDon't burn bridges - "Really small industry, you'll keep bumping into same people"Admit what you don't know - "People love coaching, find someone to teach you"Test ideas quickly - Don't get stuck in bureaucracy, try things fast
Future of Music/Radio
Traditional and online radio should coexistNeed for human curation vs algorithmic echo chambersCommunities now global rather than geographic
Standout Quotes
"Never send paragraphs in an email because it's just not going to be read""It's a real skill to narrow your pitch down to one sentence""Don't be afraid to admit what you don't know""It's a really small industry and you will keep bumping into the same people"
Song Recommendation"Overdose of Joy" by Eugene Record - Makes her laugh every time due to unintentionally hilarious lyrics while being a genuinely great soul tune
Recommended Future GuestNikhil Shah - Mixcloud co-founder, ran record label, organized warehouse parties, now developing new products

A masterclass in why relationships, varied sources of inspiration and good systems matter more than most other things in music supervision.When a client wanted a mashup of Aerosmith, Run DMC, Loretta Lynn and Lou Reed for a big sync it seemed unlikely to make it happen but Anton drew on his interpersonal skills to get all the artists onboard. He tells you how he gets through these challenges in this interview. And pulled off this and many other campaigns worldwide...He takes us through the sometimes non-linear career path where every relationship built along the way has become a crucial part of his work, connecting with labels, agencies and artists for decades. When the near impossible brief came in those relationships were the reason he could make it work.Good relationships and strong networks are crucial. But at the core of it all is the passion and love for good tunes.
 
Check out his work at: http://www.trailermedia.com/
Find our work at: https://www.wellnicemusic.com/
Find more on 'How Do I Music'?: https://linktr.ee/howdoimusic

David Renshaw joins us on the pod and this one's a HUGE deep dive into music journalism.
The Fader's UK News Editor has been covering music for over a decade, working his way up from student papers in Liverpool through Gigwise and NME. He gets 300-400 emails a day but how many of these pitches are worth the time?
We dive into what actually makes him want to write about something, why three-star reviews are pointless, and how the economics of online journalism are...screwed? David gives us the lowdown on finding stories that nobody else is covering, why streaming made music a "secondary activity", and the common mistakes people make when trying to get coverage.

This week, we’re joined by Sean Mulligan – music supervisor, sync guru, and all-round wizard of getting tunes into films and TV. He’s worked on over 50 films, placed music in major productions, and somehow hasn’t lost his mind dealing with licensing headaches.
We get into the business of sync: how to actually get your music in a film, what music supervisors wish artists and labels understood, and why sending your latest track with the subject 'this would be great for sync' might not be the best idea you've ever had. Sean breaks down what works, his favourite projects, and the dos and don’ts of pitching. So take a listen, stop wasting everyone’s time and start landing placements.

Lisa Wright joins us on the pod and this one is a good'en.  The journalist, podcast host, and all-round hero has interviewed Paul McCartney, covered Fontaines D.C. and Self Esteem for DIY Magazine & The Observer and many more.
We dive into PR, talking about when it’s time to bring in a publicist, what influencers bring to the table, and the state of pop music in the TikTok era. Lisa gives us the lowdown on what works, what doesn’t, and the common mistakes people make when pitching.

We’re joined by the legend that is Tom Whalley, audio producer, sound designer, and behind the sesk for BBC 6 Music’s Huey Show. 
We dive into the behind-the-scenes of one of the UK’s most loved music radio shows, from surviving the existential threat to 6 Music, to navigating the switch from live broadcasting to pre-recorded formats. Tom shares his path which starts as a volunteer runner in Nottingham .Other topics include: about curation versus algorithms, creating the sound of a dodo and how the best training can happens when you’re 'dossing about'. 
Find us at www.wellnicemusic.com
Instagram: @wellnicemusic @howdoimusic 

We’re joined by Martha Cleary, a seasoned artist manager, strategist and founder of Glow, who’s helped shape the journeys of artists with Grammy-nominated album campaigns in her locker already.
We get into real pros and cons of going independent versus signing with a label, breaking down what actually moves the needle in a campaign - money, timing, or strategy? Martha shares insights on what works (and what doesn’t), the biggest mistakes artists make when running their own campaigns, and the key decisions that can make or break a release. 
Find us at www.wellnicemusic.com
Instagram: @wellnicemusic @howdoimusic 

What does it take to get played on radio today? What are music supervisors really listening out for? How have bands like King Gizzard & The Lizard Wizard been rewriting the fan engagement rulebook?Tyler Boudreaux of legendary LA radio station KCRW joins How Do I Music? to break down her career journey, the art of juggling multiple roles (DJ, host, supervisor, event-promoter and plate-spinner?!), and why the future of radio might just surprise you...Produced by Well Nice Music.See more at www.wellnicemusic.com

Join us for 'How Do I Music?' - a 'not boring' industry podcast from Well Nice Music.  Expect real-life stories from the music industry, genuinely useful tips on how to actually promote music properly, and behind-the-scenes insights from artist managers, label execs, sync reps, and more of the people who make the music world tick.