Welcome to the second Haulix Blogger Spotlight of the week. This time around we are headed to the windy city known as Chicago, Illinois to speak with talented young writer who is working tirelessly to create a new kind of music site that is sure to please those with a nostalgia for the glory days of entertainment magazines. She is not alone in her pursuit, and in the months ahead we plan to feature a number of people working alongside her, just as we have done with multiple sites in the past. If you have a writer you would like to recommend for a future installment of this column, please email james@haulix.com and share your story. You can also contact us via Twitter and Facebook.
Today’s highlighted talent is the co-founder of a digital publication that has taken the idea of a modern webzine to places none of the other sites featured up to this point have dared to explore. She and her team are amongst those leading the online music journalism evolution, and it is a truly pleasure to share her story.
Highlight Magazine is not your typical music blog. They feature similar news coverage and exclusives as any other site, but once a month they also publish a digital magazine offering in-depth reporting and gorgeous pictorials (for free, no less). They cover everything that falls under the category of ‘could one day be on Warped Tour,’ and in a little over have attracted a dedicated online readership built thanks to solid marketing and strong word-of-mouth. Leading the team (along with her two co-founders) is Ashley Osborn, a Chicago native with a passion for music and photography that is second to none. We spoke with ashley about the inspiration for Highlight Magazine, balancing her rising popularity as a photographer with her commitments to the site, where she sees the industry headed, and much more. You can read about her adventures in music below.
If there is one thing to take away from Ashley Osborn’s story it’s that hard work and good networking skills are key to success in the music industry, and that goes for musicians as much as it does members of the press. Talk to people, not at them, and learn about their journeys in the business. You never know where your connections may lead, and even if the go nowhere you’ll at least have a new friend who can relate to your struggle.
Ashley Osborn can be found on Twitter, as well as in the photo pit at major music festivals across the country. Those of you looking for latest music news can find it on Highlight Magazine’s official website. If you would like to see some of Ashley work as a photographer, click here to view her portfolio.
H: For those unaware, please state your name, the site you work for, and your role at said site:
AO: Ashley Osborn, Highlight Magazine, Editor-In-Chief/Co-Founder/Photographer
H: I believe you’re the first blogger based out of Chicago to be highlighted in this feature. What was the first album you fell in love with, and when did you know you wanted to work in the entertainment industry?
AO: I hate being that guy (hehe)! But I’d have to say Fall Out Boy’s Take This To Your Grave. It came out when I was in one of the most awkward stages of my life. A close family friend that used to babysit me (I was 11 at the time) was a scene kid and had me listening to all of this incredible music starting at the age of around… eight. But that album was definitely one that caught on. When I was around 11/12 I began going to shows a lot more with her and by the time I hit 7th & 8th grade I was definitely way into the Warped Tour scene. Never looked back. Started joining street teams for labels and assistant managing some local bands with social media/marketing. I just loved it and I loved that the community was such a family!
H: Being a blogger is about more than just typing, and one of the things you’re probably most known for is photography. Where does your interest in this medium come from?
AO: When I used to go to bigger shows I used to see this local Minneapolis (hometown) photographer, Joe Lemke, and he always intrigued me. I literally ALWAYS had an obsession with awful point and shoot cameras. I’d go to shows and all I ever really cared about was having photos to remember. I’d always snap way too many from the crowd (so weird). And eventually at a Paramore show in late 2009 I talked to Joe and he told me about what he does and that’s when I was like, “Holy shit, I’m going to do that.” After that night I saved up to get my first camera.
H: First camera? What you use now?
AO: I got a Canon Rebel XS in 2010 and then a Canon EOS 7D in 2011, worked with a 5D Mark ll for a while and I just bought a 6D!
H: Back to the site. You’re one of the co-founders of Highlight Magazine. How did you and Cara (the other co-owner) meet?
AO: We actually met at a Bayside / Saves the Day show at House of Blues. We were always in the photo pit together (Cara is an amazing photog who used to shoot for Beyond The Barricade with her co-founder, Jenna) and we never talked. Randomly this night we did and the rest is history!
H: So you meet, and we assume you became friends shortly thereafter, but where did the idea to start a website come from?
AO: I was actually at Chili’s (the best restaurant on earth) with our other co-founder McKenzie (Mackie) Hughes. Her and I had talked about our love for the industry and how I wanted more opportunity to work with (shoot with) artists because I was getting really serious about my career. We basically discussed the state of the industry for hours over endless chips and salsa + diet coke. Mackie and I knew that we wanted to start a magazine that was unlike the rest of the zines out there. One that only focused on positivity and overcoming struggles. One that could help the underdog and spread ideas/lessons across the board. I knew that Cara had interned with Alternative Press and I loved her work so I immediately brought her up. I remember telling her this idea that night and she was in!
H: Unlike most blogs, Highlight Magazine is actually available in magazine form (digital, of course). Can you tell us a bit about the decisions that lead you to create something more than your typical music blog?
AO: A lot of it was the actual magazine part. Something people could read through page by page and hold in their hands. Since we wanted Highlight to be a community we knew this would be fitting (in our minds at the time). I also was sick of all of the same old styles out there and I knew we could create something brand new. I’ll never forget the night Cara sent over the first draft of Highlight at the end of Feb 2012. I actually teared up because it was so amazing and I was so excited. She created it all from SCRATCH.
H: In addition to the digital monthly magazine, Highlight also features daily news updates, exclusives, and the like. How do you decide what content makes the magazine and what is better left on the newsfeed?
AO: Jenn Stookey is our managing editor and Anjel Lopez is a goddess who literally helps with everything. Her and Jenn coordinate all of the online side of things. When publicists come to us with pitches I try to accommodate the best I can – especially with the up and coming acts since that’s what we are about. But I send out more press requests than I can even calculate sometimes. We aim really high. 75% of the emails I get back are still no’s but it’s okay – makes it interesting!
H: How far in advance do you plan the cover articles for Highlight Magazine? *Bonus points if you reveal next cover star*
AO: Anywhere from five months to five days. Things get pretty insane… Nothing is ever set in stone. Somehow September’s cover artist (I can’t say who but I can say they are from Australia) has been planned for about two – three months now!
H: When you’re interested in discovering new music, where do you look?
AO: Honestly? My inbox. I also search around on random spotify playlists a lot!
H: What advice would you offer aspiring new talent hoping to be featured in a future issue of Highlight Magazine?
AO: Please do not Facebook message me. Email me! I read everything – truly. And if I can’t help I forwarded it to Jenn and Anjel! But I can say that you should make sure your band has solid support behind you. That sounds weird. But it’s hard for us to feature really small bands because we aren’t a huge world-wide publication (yet). We need your help with promotion and we need your fans to be excited you are joining our family.
H: When it comes to receiving music for review and feature consideration, which services do you prefer and why?
AO: I know this is a Haulix interview but I love Haulix… When I dabbled in starting my own PR company I even used it! It’s very easy and it let’s me see everything I need use and download to all at once. I also use dropbox (the entire magazine runs via dropbox).
H: Highlight Magazine is currently a free publication. Do you have any plans to monetize your efforts in the foreseeable future?
AO: We made an attempt actually in June to have $1 digital downloads. It’s weird for me to talk about this but here it goes. Highlight averages 18K impressions an issue, when we tried to monetize it we didn’t get near that. It was never our goal to make money. Sure it would be really nice and we do have plans to push it more with advertising. But we want to keep the magazine free because we want to reach new people and continue to build this community we have created. We were founded on those principals and I want to keep those values going.
H: If you could change one thing about the music industry, what would it be?
AO: I’m not exactly sure. I’d have to think about this long and hard. But I will say that Warped Tour this year was sad. When I was home in Minneapolis there was barely anyone there and that’s pretty terrifying considering I grew up around that scene. I guess I hope that this up and coming generation gets converted over to rock and roll instead of electronic and pop music. I may be 21 but if Warped Tour ever ended… I have no idea what I’d do. Just wouldn’t feel like summer.
H: Before we let you go, can you tell us a bit about what you have planned in the months ahead?
AO: In regards to Highlight, the team is ever growing. One of my writers just stepped up to manage our digital marketing. I can’t really say that I’m thankful for the team enough. We’re incredibly small but we are all passionate about the industry and have the same vision. I’m very proud of what we have done. We won’t stop until we get Fall Out Boy, Paramore or One Direction (Cara, Jenn and Anjel really want One Direction – hehe).
In regards to my photo work, it’s been pretty all over the place. I’m just trying to focus on landing a tour that I can afford to take because all I’ve ever wanted to do was document that side of the industry. I just have so many ideas and I want to keep pushing myself in every single way I can. This year I’ve been lucky enough to have done a few short tour runs and it was so nice to get my shoes wet… But I really want a full US or UK/Europe. As of now I’ll just be in Chicago working my boring day job and traveling a bit working on some small projects.
