Music Not Diving with Scuba

I'm playing all night long at Venue MOT in London on 14 Nov. Sign up for tix here: https://ra.co/pre/2527068

Sign up for free to join our community.

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Jend is a producer and DJ who has built an impressive following on streaming platforms and social media using a very interesting set of strategies adapting from his time in drop shipping. So we are getting deep into the weeds of digital music marketing on this week's podcast, and while it gets a bit technical in places this is a really interesting conversation from the perspective of building an audience completely independently in a way that just wasn't possible before the digital model.

He offers a version of his strategy via his Intellijend platform, which automates many of the processes and makes the whole thing a lot more manageable for the typical expert DAW technician who has never opened Facebook ad manager.

We talk about how he came up with these approaches to music marketing and how to implement them, building them into a product for other artists to use, and also the necessity for music to live in the real world and different ways to achieve this in a similar DIY way.

This is the antidote to moaning about Spotify and telling people to buy CDs... get involved!

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MERCH: Support the podcast with a purchase from our new line of awesome merch. Tees, hoodies, water bottles... etc! Cheap worldwide shipping!

Visit the store here: hotflushrecordings.com/shop

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Listen to the Not A Diving Club radio show: https://soundcloud.com/scubaofficial/sets/not-a-diving-club

You can now discuss the show on Reddit: https://www.reddit.com/r/MusicNotDiving/

If you're into what we're doing here on the pod then you can support the show on Patreon! There are two tiers - "Solidarity" for $4 a month, which features the show without ads, regular bonus podcasts, and extra content. And "Musicality" which for a mere $10 a month gets you all the music we release on Hotflush and affiliate labels AND other music too, some of which never comes out anywhere else.

You can also make a one-off donation to the podcast using a card, with Paypal, or your Ethereum wallet! Head over to scubaofficial.io/support.

Plus there's also a private area for Patreon supporters in the Hotflush Discord Server... but anyone can join the conversation in the public channels.

Listen to the music discussed on the show via the Music Not Diving Podcast Spotify playlist

00:00 Intro
04:30 Jend
09:10 How to market a song
26:10 Cynicism, algorithms, and publishing
40:00 Dance music in the real world
Hosted on Acast. See acast.com/privacy for more information.

I'm playing all night long at Venue MOT in London on 14 Nov. Sign up for tix here: https://ra.co/pre/2527068

Sign up for free to join our community.

--

On the podcast this week...

What you need to do to become a DJ in 2026. I mean a good DJ.

Why you should learn to beat match, preferably on vinyl.

Why you should learn to use Ableton.

Why you should take digital marketing seriously.

Why you should respect the worst aspects of the industry.

This is not an exhaustive study, but it does contain some pretty good pointers.

The Resident DJ article mentioned: https://saxe-coulson.medium.com/the-resident-dj-is-infrastructure-too-b2cc760c6f69

The Manual by The KLF: https://www.scribd.com/document/955029/KLF-the-Manual

Back next week with a guest!

--

MERCH: Support the podcast with a purchase from our new line of awesome merch. Tees, hoodies, water bottles... etc! Cheap worldwide shipping!

Visit the store here: hotflushrecordings.com/shop

--
Listen to the Not A Diving Club radio show: https://soundcloud.com/scubaofficial/sets/not-a-diving-club

You can now discuss the show on Reddit: https://www.reddit.com/r/MusicNotDiving/

If you're into what we're doing here on the pod then you can support the show on Patreon! There are two tiers - "Solidarity" for $4 a month, which features the show without ads, regular bonus podcasts, and extra content. And "Musicality" which for a mere $10 a month gets you all the music we release on Hotflush and affiliate labels AND other music too, some of which never comes out anywhere else.

You can also make a one-off donation to the podcast using a card, with Paypal, or your Ethereum wallet! Head over to scubaofficial.io/support.

Plus there's also a private area for Patreon supporters in the Hotflush Discord Server... but anyone can join the conversation in the public channels.

Listen to the music discussed on the show via the Music Not Diving Podcast Spotify playlist

00:00 Intro
01:10 DJing on hard mode
04:40 How to be a DJ
06:11 The techniques
10:35 The canon
12:20 The basics of Ableton
13:55 Warm up and closing
17:00 Being the headliner
19:45 Tell your story
23:20 Identity and tribes
25:25 Is all publicity good publicity?
30:50 The KLF and The Odyssey
Hosted on Acast. See acast.com/privacy for more information.

On this episode...

Why Distrokid selling to CVC will lead to more AI music.

What Kobalt selling to Primary Wave means for the majors.

Why the industry is counting on the hybrid musicians of the future.

Were the Odyssey casting decisions part of the marketing campaign?

And what Suki Waterhouse could learn from Boy George...!

Read my 2000 word essay on the Burial / dubstep conundrum: https://www.patreon.com/scubaofficial/posts/eyes-back-puzzle-164702147

--

NEW MERCH STORE: Support the podcast with a purchase from our new line of awesome merch. Tees, hoodies, water bottles... etc! Cheap worldwide shipping!

Visit the store here: hotflushrecordings.com/shop

--
Listen to the Not A Diving Club radio show: https://soundcloud.com/scubaofficial/sets/not-a-diving-club

You can now discuss the show on Reddit: https://www.reddit.com/r/MusicNotDiving/

If you're into what we're doing here on the pod then you can support the show on Patreon! There are two tiers - "Solidarity" for $4 a month, which features the show without ads, regular bonus podcasts, and extra content. And "Musicality" which for a mere $10 a month gets you all the music we release on Hotflush and affiliate labels AND other music too, some of which never comes out anywhere else.

You can also make a one-off donation to the podcast using a card, with Paypal, or your Ethereum wallet! Head over to scubaofficial.io/support.

Plus there's also a private area for Patreon supporters in the Hotflush Discord Server... but anyone can join the conversation in the public channels.

Listen to the music discussed on the show via the Music Not Diving Podcast Spotify playlist

00:00 Intro
02:59 Releases roundup
07:40 CVC buys Distrokid
15:27 Primary Wave buys Kobalt
21:10 AI copyright regulation
30:57 Suki Waterhouse and Boy George
35:50 Is Christopher Nolan a troll

Hosted on Acast. See acast.com/privacy for more information.

Even if it's not just a very effective bit of marketing, John Summit should definitely turn heel.

On this episode we also discuss other notable examples of music industry creative stunts including Chuck D vs Flava Flav, Fifty Cent vs Kanye, Green Day vs The Network, and The KLF vs a million pounds.

--

NEW MERCH STORE: Support the podcast with a purchase from our new line of awesome merch. Tees, hoodies, water bottles... etc! Cheap worldwide shipping!

Visit the store here: hotflushrecordings.com/shop

--
Listen to the Not A Diving Club radio show: https://soundcloud.com/scubaofficial/sets/not-a-diving-club

You can now discuss the show on Reddit: https://www.reddit.com/r/MusicNotDiving/

If you're into what we're doing here on the pod then you can support the show on Patreon! There are two tiers - "Solidarity" for $4 a month, which features the show without ads, regular bonus podcasts, and extra content. And "Musicality" which for a mere $10 a month gets you all the music we release on Hotflush and affiliate labels AND other music too, some of which never comes out anywhere else.

You can also make a one-off donation to the podcast using a card, with Paypal, or your Ethereum wallet! Head over to scubaofficial.io/support.

Plus there's also a private area for Patreon supporters in the Hotflush Discord Server... but anyone can join the conversation in the public channels.

Listen to the music discussed on the show via the Music Not Diving Podcast Spotify playlist

00:00 Intro
02:41 John Summit vs Pete Tong
10:00 Chuck D vs Flava Flav
15:12 Green Day vs The Network
20:06 Fifty Cent vs Kanye West
23:05 Joaquin Phoenix
25:24 The KLF vs a million pounds
30:12 Conclusions
Hosted on Acast. See acast.com/privacy for more information.

No, really it does.

In this episode we discuss a series of articles recommended by friend-of-the-show Darren Hemmings in this substack post.

As the title suggests, we consider the ethics of AI music from two separate angles.

And finally we look at the increasing dominance of standup comedy in the ecosystem of live events.

I will never stand being accused of cynical ragebait!

--

NEW MERCH STORE: Support the podcast with a purchase from our new line of awesome merch. Tees, hoodies, water bottles... etc! Cheap worldwide shipping!

Visit the store here: hotflushrecordings.com/shop

--
Listen to the Not A Diving Club radio show: https://soundcloud.com/scubaofficial/sets/not-a-diving-club

You can now discuss the show on Reddit: https://www.reddit.com/r/MusicNotDiving/

If you're into what we're doing here on the pod then you can support the show on Patreon! There are two tiers - "Solidarity" for $4 a month, which features the show without ads, regular bonus podcasts, and extra content. And "Musicality" which for a mere $10 a month gets you all the music we release on Hotflush and affiliate labels AND other music too, some of which never comes out anywhere else.

You can also make a one-off donation to the podcast using a card, with Paypal, or your Ethereum wallet! Head over to scubaofficial.io/support.

Plus there's also a private area for Patreon supporters in the Hotflush Discord Server... but anyone can join the conversation in the public channels.

Listen to the music discussed on the show via the Music Not Diving Podcast Spotify playlist

00:00 Intro
03:58 Changes in the business of social media
08:08 dBridge Substack post
16:35 Is algorithmic influence any different to human influence?
19:44 Why musicians hate the press
24:52 Dance music deserves to be destroyed by AI
35:03 The success of standup comedy
41:37 Transgressive comedy vs music
51:48 Conclusions
Hosted on Acast. See acast.com/privacy for more information.