#1 MUSIC MEDIA – BLOGS, JOURNALISM OR INFLUENCER? WHATS THE DIFFERENCE?

After chatting with a few people this week, it’s clear that the lines between music journalism, blogs, and influencers are getting pretty blurry. At Northern Exposure, we’ve got a mix of professional and amateur writers and photographers. Why? Because practical experience is crucial in any field, including music journalism and photography. Opening doors for people to gain that experience and providing references is a great way to support emerging talent. It also helps bridge the gap between academic knowledge and real-world application, ensuring that new voices can contribute meaningfully to the industry. For those who might be a bit confused, here’s a look at the roles of blogs, journalism, and influencers when it comes to promoting music.

Music Journalism

Traditional music journalists usually have a degree or specific qualification. They’re trained to investigate, fact-check, and report with integrity, providing in-depth analysis and critical reviews. They should uphold journalistic standards and contribute to an informed public discourse. Most write for print magazines, although many also write for music blogs. Of course a formal education can be very beneficial for aspiring music journalists, but it’s not the only path to success. A degree in journalism or a related field provides a strong foundation in writing, research, and ethical standards, which are crucial for maintaining credibility and integrity. However, hands-on experience is equally important. Many successful music journalists have built their careers through blogging, freelancing, and engaging with music communities online. Having that practical experience helps develop a unique voice and deep industry knowledge, which are essential for standing out in the field.

Influencers

Influencers, on the other hand, are fantastic at engaging audiences through personal branding and relatability. They often reach demographics that traditional media struggles to engage, using platforms like social media to share their opinions and promote music. Influencers can really help a band grow their social media presence by tagging them in posts and encouraging their followers to check out the band’s music. They can increase engagement by hosting live streams, Q&A sessions, or giveaways featuring the band’s music or merchandise. Influencers can also help sell concert tickets and merchandise by promoting these items to their followers. Which band doesn’t want that?

Blogs

Music blogs are a mix and play a significant role in the current landscape of music journalism. They’ve really opened up the industry, giving a voice to all kinds of artists and helping indie musicians get noticed right alongside the big names. Blogs often highlight emerging genres, underground scenes, and niche artists, bringing them to mainstream attention. This helps lead to a more inclusive and varied music landscape. Music blogs offer more immediate and personal perspectives on music, which can resonate more with readers compared to traditional journalism. They also foster vibrant communities of music enthusiasts, facilitating conversations and connections among fans. This engagement helps shape trends within the music industry and influences how music is discovered and discussed, which is why so many PR companies liaise and provide them with access to coverage.

So what’s the issue?

Balancing journalistic integrity with blogs and influencer-style engagement can present several challenges. Journalists are expected to remain impartial and objective, while influencers often share personal opinions and experiences to connect with their audience. Sharing opinions on music is important because it helps us connect with others who share our tastes and discover new artists and genres. When we talk about the music we love or hate, we contribute to conversations that can lead to new musical discoveries and deeper appreciation. This exchange of perspectives helps us understand the importance of different musical tastes and promotes a more inclusive music community. In a world that often feels isolating, sharing our opinions on music can also provide emotional relief and a sense of belonging.

Balancing authenticity and credibility at Northern Exposure is all about staying true to our voice while ensuring the information we share is accurate and trustworthy. Since NE is non-profit, we don’t have to worry about commercial pressures, which helps us focus on genuine content. We always fact-check our posts and provide references where needed to maintain credibility. At the same time, we share personal experiences and opinions to keep the content relatable and engaging. It’s always important to stay true to yourself and express your thoughts honestly. If someone disagrees, which they do, it can be an opportunity to learn and grow from the conversation. Plus, your unique voice is what makes you special as a journalist or influencer, and there will always be readers who appreciate your authenticity.

Influencers often rely on sponsored content and brand partnerships for income, which can sometimes clash with journalistic ethics that aim to avoid bias. Journalists have to juggle these commercial pressures without losing their integrity. People expect influencers to be authentic and personal, which can be tricky for journalists who need to keep a professional distance. Finding a way to be relatable without losing credibility is a big challenge. Journalists follow strict ethical standards, while influencers have more flexibility. Adapting influencer strategies while sticking to these standards takes careful thought. These challenges show the need for a balanced approach that uses the strengths of both journalism and influencer engagement without compromising core values. Our magazine/blog, being non-profit, aims to keep this balance by focusing on genuine content without the influence of commercial pressures.

To sum it all up, the evolving landscape of music promotion highlights the increasingly blurred lines between traditional journalism, blogs, and influencers. Each plays a unique role in shaping how music is discovered and discussed. While traditional journalists provide depth and credibility through rigorous standards, influencers offer relatability and immediate engagement. Music blogs/mags like ours and many others bridge these worlds, fostering diverse voices and vibrant communities. The challenge lies in balancing these elements to maintain integrity while embracing new ways to connect with audiences.

The music industry is tough for everyone, and it’s important to respect everyone’s contributions, whether they have a degree in that subject or not. Many talented people bring unique perspectives and skills to the table, and practical experience often speaks volumes. Everyone’s journey is different, and each path deserves recognition and respect. We hope to help people get the experience they need to flourish, because it’s all about supporting each other and valuing the diverse voices that make the music world so vibrant!

Have a great weekend.

RACHEL BROWN

Author