Introducing: Industry Insiders
When I first started Muddy Paw PR, I was lucky to have the help of several mentors on the way. But back when I started my music blog Infectious Magazine in 2009? It was a whole lot of figuring it out myself, stumbling through the dark, and hoping things worked out. It took years of doing that to find my community and half the time, I still didn’t feel like I belonged.
Community and mentorship have always been a cornerstone of what I believe in, and because of that, I wanted to start something called Industry Insiders, a new interview series that spotlights the people who help make this whole industry run: journalists, playlists, label reps, managers, and more.
I want to dive deep into what they do, how they find new talent, what catches their eye, and what you, indie musician, artist, music maker—need to know to stand out.
Whether you’re brand new to the music industry or have been kicking around for over a decade like me, I hope these conversations help guide you with actionable insights and a behind the scenes look at how to get discovered as an indie artist.
Kicking things off, we have Jonnica Hill of Jonnica’s Jams!
What makes a song or artist stand out to you when considering submissions?
I think it’s quite difficult to describe what makes me say “yes” or “no” to a submission – especially since I find it VERY hard to say no to anyone…I think the ones that really stand out to me, and become personal favourites, are just songs that really touch me and seem to perfectly capture a feeling or experience that I can relate to.
What’s one common mistake artists make when reaching out for coverage, and how can they avoid it?
Sometimes artists reach out about an upcoming release but don’t provide any links or attachments to an audio preview, press release, photos, etc. While it’s easy for me to follow up and ask for those elements, presenting everything you can upfront comes across much more professionally AND makes the review/consideration process much smoother.
How do you typically discover new music, and what role do blogs/playlists play in shaping your personal taste?
I really try to find new-to-me music wherever I can. I spend a lot of time on new release playlists like Spotify’s New Music Friday or Exclaim’s Eh! List (for new Canadian releases), but I also love getting recommendations from other blogs’ posts or finding out what music my favourite artists listen to. I do sometimes feel guilty of liking things that curators I admire like, or perhaps their picks are just THAT good.
What’s one piece of advice you’d give artists trying to get featured on blogs/playlists like yours?
I would say, make sure you try to make a real, genuine connection with the bloggers or curators you submit music to. That may seem difficult if you are submitting to many different outlets, but it doesn’t have to require a lot of research. For me, hearing what drew an artist to my blog, or that we like a lot of the same music, makes submissions feel a lot more intentional and personal.
What’s your favorite part about curating music and supporting indie artists?
It might sound cliché, but it really has to be connecting with other people who love music just as much as (or even more than) I do! Same with supporting indie artists, I love discovering new music and am just happy to have a small part in helping share their music with more people.
What’s one piece of advice you’d like to share?
Something I think can apply to really anyone is the “be afraid and do it anyway” mentality. I have never been a super confident person, and have definitely let fear and uncertainty hold me back in the past, but I am really trying to embrace this idea. If there’s something you want to do, just do it. No one else is really judging you, so just focus on doing what genuinely makes you happy.
Shout out one blog/playlist/or other influential person working in the music industry we should check out?
I LOVE the blog full stop, run by Alexa and Amanda! They recently started a music “book club.” Every week or so they select an album or EP, we all listen and share our thoughts, and then they create a beautiful digital journal spread, like this one for Brynn Cartelli’s Out Of The Blue. It’s such a fun idea and has already introduced me to some incredible music I didn’t know previously.
What about one band everyone should check out?
There are SO many, but a long-time favourite that I feel is criminally underrated is the duo joan. The Arkansas-based project consists of Alan Benjamin Thomas and Steven Rutherford, who are absolute indie pop hitmakers!
FOLLOW Jonnica’s Jams:
https://www.jonnicahill.com/jonnicasjams
https://www.tiktok.com/@jonnicasjams
https://www.instagram.com/jonnicasjams
https://open.spotify.com/user/jonnicaahill?si=81067852095c481d&nd=1&dlsi=830fc8ca027b41f5