“In retrospect, I should have had the absinthe…” Eleanor Goodman Talks The Reality of Metal Journalism
Print journalism isn’t what it was - just take one look at NME. However, there are still plenty of music journalists who still strongly believe in the power of print, and no one knows this quite like Metal Hammer’s deputy editor Eleanor Goodman. Here’s what she has to say on how to deal with the ins and outs of journalism and why lawyers are always good to have around just in case you need to write about bestiality.
How did you get into music journalism?
I was studying for a degree in English Literature at Sheffield University when I won a Metal Hammer music journalism competition for my live review of a masked Australian grindcore band called The Berserker. As a nu metal fan, I wasn’t familiar with them, but I was desperate to write for the magazine! The gig certainly opened my eyes to metal’s depths. At a careers event soon after, I met Lianne Steinberg, who was an editor at The Manchester Evening News’ entertainment magazine, City Life. She was encouraging and gave me paid work writing music previews and reviews. I also wrote for local Sheffield magazine Sandman, BBC South Yorkshire online, the university newspaper and a bunch of music webzines. After my degree, I moved to London for a postgrad diploma in magazine journalism at City University. I got a permanent job working on business magazines while freelancing for Rock Sound, and then worked full-time for Bizarre, Kerrang! and Metal Hammer, where I’m currently deputy editor. I commission the features section and curate the monthly covermount CD.
When you first started, how did you avoid getting star-struck when interviewing your favourite bands?
Rather than being star-struck, I struggled with insecurity at first, as I felt much younger than the people I was interviewing, not to mention the other PRs and music industry folk, who seemed like an impenetrable clique. But I found people were generally friendly and happy to chat about themselves. I was nervous the first time I interviewed Marilyn Manson, because I’d always liked his music and heard he could be difficult. I turned down his offer of absinthe in case I got drunk and messed up the interview, but he turned out to be on form and quick-witted. In retrospect, I should have had the absinthe.
Did you receive much guidance when you first started writing for bigger publications? Do you think it would have been beneficial in retrospect?
I got guidance on my writing during my postgraduate course, which was beneficial – I can still hear my tutors’ voices in my head to this day – though I only really learned through practice. At Bizarre magazine I started as Chief Sub Editor, and had a great editor called David McComb, who taught me a lot about magazine craft. Alongside managing the workflow of the magazine, I ended up editing the features, books and music sections. By working in teams and across different brands, I learned a lot about tone and audience, which had a positive impact on my writing.
What’s the most frustrating part of your job?
Working within constraints. There are always constraints such as getting access to bands, working within budgets and completing pieces to deadlines. Nothing’s ever certain in magazines, either – you could plan a perfect feature, but it could fall apart due to any of the above, or unforeseen circumstances, so you have to be able to change and adapt plans during the course of each issue. Having said that, constraints can force you to innovate and to really narrow down your focus, so they’re not always bad.
What’s the most rewarding?
Seeing an idea come together. Reading a great interview, accompanied by brilliant photos, and looking at how they work together on the design of the pages. It’s always a team effort that involves multiple people behind the scenes as well as in front. It’s also awesome when readers message or comment positively about our content. We’ve had good feedback on our features tackling serious issues such as depression in the music industry, as well as a lot of excitement and insane memes off the back of our recent Ghost cover shoot, which featured the singer of the Swedish band holding the severed head of the ‘old’ one. They have a dedicated fanbase, so it means a lot that we’ve struck a chord. The Metal Hammer Golden Gods is always a great night, too - we honour the biggest names in our world, and it’s surreal to see everyone chatting backstage.
What has been the main problem you’ve come across working for a print magazine?
The decline of print media and the rise of celebrity online. When I started working in print magazines in the early 2000s, the decline in readership had already begun, but mainstream outlets weren’t taking online journalism seriously enough. That lack of early investment has made it more difficult for big brands to catch up, and everyone is still figuring out how to make money online. People have become accustomed to getting content for free, and the sheer number of outlets means there’s a lot of ‘noise’ around artists – especially tours and releases – even if there’s not necessarily a substantial amount of content. Some artists also promote themselves on social media. This means there’s a danger readers will tire of hearing about certain artists before they’ve picked up the magazine. Part of the solution comes back to innovation – what can we do that competitors can’t? And curation – how can we sift through the noise and bring the best in metal to our readers? Our recent covers are good examples of this. Ahead of Judas Priest releasing Firepower, we brought singer Rob Halford together with Tony Iommi for an exclusive photoshoot and chat. Before the Metal Hammer-sponsored Trivium tour in April, we ran a cover featuring them and tour mates Code Orange, Power Trip and Venom Prison – all newer bands we’re keen to give a platform to.
Are journalism ethics and law just as important in music journalism as they are within “regular” journalism?
Absolutely. Music journalism is regular journalism. You’re often talking to people about their personal lives and influences, and sometimes covering wide-ranging social, cultural and political issues, so you have an ethical responsibility to be honest, fair and accurate. The same goes for law – and on a purely commercial level, getting sued can be disastrous for a publication.
Have you/a publication you’ve written for ever encountered any of these issues first hand?
The weirdest scenario was when I was Production Editor at Bizarre magazine, and we ran a feature about a woman in Portugal who had sex with dogs for adult films. Bestiality is illegal in the UK, so I worked with a lawyer to make sure the copy was ‘safe’ and didn’t include any instructions about how to do it, or any names of the people we talked to, so readers theoretically couldn’t track down the material. When the issue came out, the makers of the movies threatened us because we didn’t include their names; they were angry they hadn’t got as much publicity as they’d hoped. We didn’t see that coming! Most magazines I’ve worked for have had access to a lawyer, which means I’ve been able to run any difficult queries or quotes by them. Music-wise, Kerrang! had an incident in 2007, before I joined, where they had to pay £40,000 libel damages over a claim a tour manager pleasured himself in a dressing room. He argued that it lowered his reputation and harmed his chances of getting work.
As a deputy editor, do you have any specific rules or requirements that you ask of your writers?
We’re looking for experience, enthusiasm, creativity, an understanding of metal and Metal Hammer’s audience, and an ability to work to a brief and hit deadlines. Obviously, music is a sociable industry with a lot of late nights, but we also expect people to be professional when representing the brand.
What advice would you give to aspiring music journalists and editors?
Get as much experience as possible, always say yes to opportunities, and ask lots of questions. The more you read, write and edit, the better you’ll become. And don’t be afraid to go out of your comfort zone and cover new and unfamiliar things – you never know where it might lead you.
Follow Eleanor on Twitter @eleanorgoodman
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