Music Magazine: Interviews and Emerging Artists

Artist features — JP Saxe; Grouplove; Au/Ra; Jamie Hannah

9/10 Magazine is thrilled to present a curated slate of artist features that spotlights emerging voices shaping indie pop and contemporary singer-songwriter scenes. In this edition, readers will discover JP Saxe, Grouplove, Au/Ra, and Jamie Hannah through in-depth interviews, immersive profiles, and performance highlights. The conversations tap into the music industry insights, creative processes, and the journey from unsigned beginnings to wider audiences, reflecting our commitment to music journalism and independent music discovery. Whether you’re tracking up-and-coming musicians or exploring artist spotlights, these features offer fresh perspectives on trends, storytelling, and the evolving landscape of contemporary pop.

Overview of featured artists

This overview collects the four artists featured by 9/10 Magazine in this edition, showcasing a spectrum from intimate singer-songwriter storytelling to buoyant indie-pop anthems. The goal is to illuminate how each artist navigates the music industry, crafts their voice, and connects with listeners across platforms. Through candid interviews and in-depth feature writing, we examine creative processes, industry insights, and the paths from independent beginnings to wider audiences. The result is a unified snapshot of the independent music scene, emphasizing artist development, critical conversations, and fresh perspectives on music trends.

JP Saxe is celebrated for melodic storytelling and introspective lyricism that translate personal experience into universal resonance. In our conversation, he discusses the craft of writing songs that feel intimate yet accessible, the balance between sparse piano arrangements and cinematic production, and how collaborations with peers shape his approach to vulnerability. The discussion also touches on the pressures and freedoms of releasing honest work in an era when streaming metrics can influence both enthusiasm and expectation. His thoughtful responses reveal a songwriter who values patience, craft, and the long arc of artistic growth.

He explains the journey from idea to chorus, the way co-writing sessions unlock emotional truth, and how he negotiates expectations from critics and fans while staying true to his voice. The feature also delves into how touring feeds the writing process, how live performance shapes studio decisions, and the responsibility of music journalism to foster nuance instead of hype. Readers gain practical insights into routine, iteration, and the discipline required to sustain a creative practice over years rather than months.

Grouplove brings a vibrant blend of indie-pop and alt-rock energy to the slate, with anthemic choruses and a playful, collaborative band dynamic that has kept audiences engaged across generations. The profile examines how the band maintains spontaneity in the studio while delivering tight, crowd-ready productions, and it highlights how songwriting chemistry and shared experiences fuel their distinct voice. We explore their approach to independent release strategies, audience engagement, and the evolution of their live show as a communal celebration rather than a single performer’s narrative. The piece also looks at lyrical storytelling that balances celebration with vulnerability, inviting fans to sing along while reflecting on personal moments behind the melodies.

Au/Ra’s synth-pop and electronic-inflected sound sits at the intersection of bold hooks and intimate storytelling, pushing genre boundaries without compromising emotional clarity. This section traces her growth from early experiments to more expansive productions, noting how she cultivates a strong sense of identity while collaborating with producers who push her toward unexpected textures and tempos. The interview highlights the pressures and opportunities of growing up in the public eye, the importance of artistic independence, and how her music speaks to listeners who crave both energetic momentum and reflective mood. The profile emphasizes how Au/Ra uses sonic space to frame candid lyrics, making room for vulnerability within accessible, radio-friendly arrangements.

Jamie Hannah emerges as a rising voice in the singer-songwriter lane, fusing personal storytelling with contemporary pop sensibilities to create music that feels both intimate and universally resonant. The overview discusses her writing discipline, from lyric drafting in quiet rooms to shaping melodies that linger after the last note. It also covers how collaboration — with producers, co-writers, and musicians across genres — expands her sonic palette without diluting her distinctive voice. Readers will see how she navigates distribution, branding, and social storytelling while staying rooted in the authenticity that defines her work. The piece highlights her influences, her approach to experimentation, and her ongoing journey toward a signature sound that can adapt to evolving trends without losing core identity.

Together, these profiles illustrate the range and resilience of the independent music scene, offering listeners a map of rising talents who are redefining how artists build audiences, tell stories, and push the boundaries of genre. As fans press play, they’re invited to follow these journeys across stages, streams, and studio sessions.

Artist features

9/10 Magazine dives into in-depth artist features, spotlighting interviews and the stories behind emerging acts shaping the indie scene. From candid conversations with rising talents to thoughtful profiles of up-and-coming musicians, this hub blends music journalism with immersive storytelling. Readers will discover fresh perspectives on the music industry, creative processes, and the communities around indie pop and singer-songwriters. Each feature connects listeners with artists at a pivotal moment, offering context, influences, and a glimpse of what’s next. Our goal is to amplify the independent music scene by highlighting talent before it finds broader stages.

JP Saxe

JP Saxe has emerged as a storytelling-driven songwriter whose work sits at the intersection of intimate confession and finely tailored pop arrangements. Born in Canada and raised in a family of musicians, he sharpened his craft through piano-driven melodies, clear melodic sense, and an ear for hook-laden choruses. His approach invites listeners to lean in, inviting empathy through precise detail and vivid scenes. In interviews and live performances, Saxe speaks with calm candor about love, vulnerability, and the practical realities of navigating the music industry. This profile places him within a broader conversation about artist development and the pathways for accessible, emotionally resonant pop talent. One standout moment in his career came from the global attention around ‘If the World Was Ending,’ a reflective duet with Julia Michaels that captured a universal sense of late-night longing and connected with diverse audiences across streaming platforms. That collaboration showcased his strength for writing melodies that feel both personal and universally accessible, a balance that resonates with both mainstream listeners and dedicated indie fans. Beyond that track, Saxe released more songs that emphasize restrained production and intimate vocal delivery, allowing lyrics to carry the emotional weight without overpowering the fragile dynamics of the arrangement. Editorially, the appeal of JP Saxe rests in how he blends introspection with a pop polish that remains accessible to a wide audience. He paints vivid scenes—an airport hallway conversation, a quiet car ride, a late-night confession—and invites audiences to fill in details from their own lives. His influences range from classic songwriter storytelling to contemporary pop architects, yet his voice feels distinctly contemporary: precise, understated, and quietly ambitious. Looking ahead, the feature highlights what’s next: evolving collaborations, touring plans, and new material that tests the boundaries of pop structure while honoring an intimate, confessional core. Readers will gain a nuanced view of his creative process—from sketch ideas on piano to decisions in the studio that shape the final take—and how he negotiates the opportunities and pressures of the modern music industry.

Grouplove

Grouplove’s discography offers a snapshot of a band that thrives on communal energy, sunny textures, and catchy melodies that translate well to both studio records and festival stages. The following table condenses key characteristics and listening notes to help readers compare tracks, eras, and live dynamics with a quick glance.

Grouplove: Band snapshot and listening notes

Aspect	Grouplove	Notes
Origin	Los Angeles, California	LA roots anchor the band’s upbeat, sun-drenched sound.
Genre	Indie pop, alternative rock, synth-pop	A blend that favors big hooks and human energy.
Notable tracks	Tongue Tied; Colours; Welcome to Your Life	Anthems that catalyzed festival sing-alongs.
Live energy	High-energy, participatory	Crowd-driven choruses with dynamic stage presence.
Latest release	Series of singles and occasional EPs	Continues to evolve with independent releases and touring.

This compact reference supports deeper listening and guides readers toward songs that fit their mood and live settings.

Au/Ra

Au/Ra’s snapshots of youth and resilience are compact enough to function as a guide for new listeners, while offering surprising depth that rewards repeated listening.

• Narrative-driven electropop that balances bright, melodic hooks with introspective, sometimes bittersweet storytelling, all conveyed through her husky, bright vocal delivery, intelligent phrasing, and a propensity for surprising melodic shifts.
• Sonic touchpoints include shimmering synths, plucked guitar lines, and crisp percussion that give her songs a buoyant vibe while keeping emotional resonance at the core, often layering earthy bass with airy vocal harmonies.
• Themes of identity, growth, and vulnerability appear across her singles and collaborations, reflecting a songwriter who channels personal experience into widely relatable pop anthems, often framed through chorus-driven melodies and measured dynamic contrasts.
• Her global reach grew through streaming playlists and intimate live performances, positioning Au/Ra as a rising talent to watch in the independent and mainstream crossover spaces, while collaborators push her toward bolder production choices.
• Influences draw from 80s electro-pop and modern bedroom pop, creating a bridge between nostalgic textures and contemporary production that appeals to diverse audiences, while maintaining distinctive phrasing and memorable hook points.

These touchpoints provide readers with a compact map of her sonic world and recurring motifs.

Jamie Hannah

Jamie Hannah emerges as a thoughtful voice in the indie-pop landscape, weaving intimate storytelling with lush arrangements that feel both intimate and expansive. Emerging from a circle of artists who value craft over hype, she has built momentum through careful songcraft, patient development, and a willingness to experiment with texture. Her recent work blends acoustic foundations with ambient synth layers, creating soundscapes that support vulnerability in the vocal narrative. In interviews, she discusses balancing personal experience with universal themes—memory, belonging, and change—while navigating the realities of independent release cycles and DIY production approaches. The profile situates her within a growing cohort of singer-songwriters who prioritize sincerity, sonic detail, and the relationships between listener and artist. Looking ahead, the feature anticipates new singles, potential collaborations, and live performances that aim to translate studio sophistication into a direct, connective stage presence.

Indie pop artists

Indie pop acts as a beacon for intimate storytelling, pairing shimmering melodies with authentic, imperfect vocal performances. It offers a refreshing contrast to highly polished mainstream pop by prioritizing character and mood over mass influence. Across bedrooms, studios, and small venues, artists experiment with sounds that blend electronic textures, jangly guitars, and warm harmonies. This genre’s cultural resonance comes from its accessibility and its willingness to invite listeners into the creative process. In 9/10 Magazine we explore how emerging indie pop voices shape the wider music conversation today.

Why indie pop matters

Indie pop matters because it records the intimate details of everyday life with a clarity that larger, more commercial genres sometimes overlook, shaping songs that feel like windows into personal moments rather than glossy broadcasts of identity.

Its melodic hooks sit beside imperfect vocal textures, inviting listeners to hear personality as much as polish, a balance that makes even simple chords sound expressive when given enough space.

The genre thrives on collaboration, DIY distribution, and a willingness to experiment with sonic palettes that range from shimmering synths to lo-fi guitars, each tool chosen for its storytelling potential.

This openness makes indie pop a laboratory for new emotional vocabularies, where listeners discover common ground in small, personal moments translated into catchy songs that still surprise with unexpected turns.

In a crowded music landscape, indie pop offers an accessible entry point to contemporary storytelling through sound, inviting audiences to participate in the music as co-creators, sharing ideas, remixes, and feedback that shape future releases.

Indie pop’s relationship with the industry is often defined by close-knit communities, transparent creative processes, and a prioritization of artistry over mass-market rush, yielding a resilient ecosystem where artists can experiment without sacrificing audience trust.

Ultimately, indie pop matters because it preserves space for sincerity, curiosity, and connection, allowing listeners to feel seen while discovering music that feels new yet intimately familiar.

New acts to watch

New acts to watch spotlight a generation of songwriters who lean into experimentation while maintaining an ear for pop clarity, showing how texture, tempo, and lyric direct energy into shared experiences that feel both personal and universal, capable of sparking spontaneous singalongs and late-night discussions about what makes a memorable chorus.

They arrive with ready-made hooks and an instinct for mood, then build audiences through intimate livestreams, thoughtful offbeat collaborations, and the stubborn belief that a well-crafted song can travel farther when the artist speaks plainly and with confidence across different platforms.

• Nova Rae builds shimmering, sunlit pop with introspective lyrics and a breezy vocal delivery that can flip to smoky tenderness within a chorus, while arranging a confident, studio-polished presence.
• Sable Kaye crafts intimate indie pop with hushed storytelling and cinematic textures, layering acoustic warmth over airy synths to create moments of melancholic glow that invite repeat listens.
• Lumi Hart blends jangly guitars with pulse-ready beats, delivering energetic choruses and lilting melodies that invite crowds to sing along at first listen, while maintaining a distinctly modern edge.
• Aria North leans into dream-pop atmospherics, weaving subtle R&B-inflected vocal lines with shimmering synth textures that create spacious soundscapes perfect for late-night drives and reflective moments.
• Nyx Rivera experiments with modular synths and organic percussion to craft moody, cinematic pop that shifts between tender vulnerability and propulsive, club-leaning moments, inviting dancers and dreamers alike.

These artists are testing new ideas in public, building audiences through streaming, social conversations, and intimate live events. Watching their trajectories offers a window into the next phase of indie pop.

Indie pop scene highlights

Indie pop scene highlights capture the steady evolution of the genre, revealing where creative risk, fan engagement, and sound design converge to shape contemporary music.

The table below maps current currents across production, distribution, touring, and storytelling that are redefining how new artists connect with listeners.

Indie pop scene highlights

Trend	Impact	Notable Example	Notes
DIY distribution and streaming democratization	Artists reach fans directly, bypassing traditional gatekeepers, enabling sustainable micro-ecosystems.	Nova Rae; Lumi Hart	Fan-first release strategies and direct-to-fan platforms
Genre-blending and cross-genre collaborations	Expands audience reach and creates fresh sonic languages	Aria North with electronic collaborators	Hybrid productions and boundary-pushing aesthetics
Intimate live and virtual events	Maintains engaged communities between releases	Live-stream showcases and small venue residencies	Community-building through authenticity
Storytelling-focused lyricism	Deepens listener connection and longevity of songs	Sable Kaye’s cinematic narratives	Thoughtful themes and character-driven songs

These trends indicate a healthy ecosystem where independence and collaboration reinforce one another.

As new voices emerge, the highlights chart the path from bedroom experiments to stage-ready, globally resonant songs.

Singer-songwriters

Singer-songwriters occupy a special crossroads in contemporary music, where intimate lyrics meet memorable melodies and live performance remains central. In 9/10 Magazine, we highlight Music Interviews with emerging artists, delivering Artist Spotlights that illuminate the voices shaping the independent music scene. From indie pop to folk-informed minimalism, these artists blend storytelling with craft, sparking conversations about craft, production choices, and audience connection. Our features reveal the craft behind the voice, the guitar, and the studio, showing how collaborations, touring, and digital platforms influence a singer-songwriter trajectory. By pairing interviews with music journalism that values discovery, we map the evolving music industry landscape and celebrate rising stars before they break into wider visibility.

Songwriting craft

Songwriting craft unfolds most reliably when a writer starts with a concrete image, a moment, or a line that won’t let go. Many successful songs begin as a single sensory detail a damp balcony, a train whistle in the distance, a phone screen lit at 3 a.m.—that anchors the lyric in a specific world. From that spark, the craft expands into a narrative arc: verse that builds, a chorus that crystallizes the central emotion, and a bridge that reframes the perspective. In practice, writers often experiment with different phrasings, rhythmic treatments, and melodic contours until the emotional core feels inevitable.

Rhythm and rhyme are not merely decorative; they carry meaning and pacing. Internal rhymes, near rhymes, and assonance can make a line sing without shouting its intent. Writers deliberately choose sonic textures that mirror the subject: soft consonants for tenderness, sibilance to evoke wind or rain, and plosive bursts to punctuate urgency. The choice of meter whether a relaxed conversational tempo or a more compressed driving snap shapes how listeners experience the moment. Even in minimalist arrangements, a precise rhythm can transform a plain lyric into something memorable.

Structure serves as a map rather than a cage. Verses often supply detail, a chorus sears the theme, and bridges invite a shift in perspective or stakes. Some writers favor traditional forms, while others invert expectations with verse-chorus-verse layouts or through-composed designs that never repeat a melody. Repetition, when used intentionally, anchors emotion and creates recognition; variation invites curiosity. A strong hook isn’t a garnish but the landing site for the narrative, the moment when the listener wants to press replay.

Drafting processes vary widely across artists. Some begin with melody, humming progressions until a lyric emerges; others start with a line that begs a melody. Collaboration can expand possibilities, as co-writers offer fresh images, alternate phrasings, or different rhythmic instincts. Editing matters as much as the initial spark cutting lines that feel good on their own but don’t serve the whole song, tightening syllables to fit a target groove, and choosing production choices that reflect the intended mood. In the end, craft is less about rules and more about making sure the song remains true to its emotional center.

Finally, context affects how a song travels. A track intended for intimate acoustic performance may rely on space, breath, and silence, while a studio produced single can emphasize texture, layering, and dynamics. Songwriters must consider audience, venue, and platform, adapting delivery without sacrificing truth. The best craftspeople maintain a consistent voice while remaining curious about how different shapes melodic leaps, modal color, or unexpected tempo shifts can illuminate a lyric’s meaning. In interviews and workshops, we hear how routine practice, fearless revision, and attentive listening intersect to sustain a lifelong writing practice.

Emerging singer-songwriters to follow

Across the indie scene, fresh voices are redefining how songs are written and performed. Here are four emerging singer-songwriters to follow now.

• Nova Lane writes intimate, vignette-like songs that pair spare guitar or synth with intimate vocal delivery, turning quiet heartbreak into luminous, hook-driven indie pop that rewards repeat listens.
• Mira Kato channels dream-pop textures through lilting melodies and hazy ambience, weaving personal storytelling with lush production that invites fans to drift into reflective, cinematic sonic spaces.
• Juniper Reed experiments with folk-inflected songwriting and tight percussion, delivering raw performances that feel both intimate and expansive, often inviting audiences to participate in live storytelling.
• Orion Ivy crafts experimental indie-folk with cinematic arrangements, using field recordings and unconventional rhythms to create immersive songs that reward careful listening and repeat discovery.

Each artist brings a distinct voice and approach, reflecting a broader shift toward intimate storytelling, boundary-pushing production, and authentic performance in today’s independent music landscape.

Artist spotlight: Nova Lane

Nova Lane grew up in a small coastal town where evenings bled into the sound of waves and old vinyl records. That intimate atmosphere informs her approach to songwriting, where personal observation becomes a doorway into universal feeling. Her debut EP introduced a voice that could drift between motorik pulse and airy synth textures, balancing lyrical clarity with a sense of openness that invites listeners to fill in the blanks. Lane’s work feels deliberately unhurried, emphasizing mood and memory as much as narrative.

She writes from daily life—small chores, late night conversations, the rain on a window—and she threads these details into themes of longing and resilience. Her melodies often spring from minimal piano chords or shimmering synth arcs, with lyrical lines that land softly but linger. She values editing above all, cutting clutter until a verse carries exactly the weight it needs. In production, she layers textures in ways that shimmer under close listening but stay clear in a crowded room.

Live performances emphasize storytelling with restrained stagecraft. On stage, she leaves space for audience breath and reflection, letting a verse draw toward a chorus before inviting collective reach for a refrain. In the studio, Lane favors spacious reverb, subtle percussion, and a balance between warmth and air that keeps the voice at the center. Her live band adapts to different venues, from intimate listening rooms to festivals, always honoring the emotional arc of the song.

Nova Lane’s influences range from classic songwriters who valued narrative simplicity to contemporary producers who experiment with texture. She cites a love for simple, memorable hooks and the discipline of rewriting until a line sings on the breath. As she prepares a forthcoming project, she is deliberately courting collaborators who can expand her sonic palette without diluting her lyrical voice. The result is a sound that feels both timeless and forward-looking, a signature that invites listeners to stay for the journey rather than the destination.

Looking ahead, Lane plans to release a full length album exploring themes of home distance and reclaimed hope. She is increasingly active in community centered performances that connect local audiences to the music making process, emphasizing storytelling as a democratic art. In interviews and show notes, she remains focused on honesty, humility, and the belief that vulnerability can be a strength rather than a risk. For fans, the horizon promises richer textures, more intimate songs, and a growing sense that Nova Lane is building a lasting conversation with listeners.

Artist spotlight: Mira Kato

Mira Kato grew up in a city known for its intimate music scene where bedroom demos and club nights blurred into one another. That environment shaped her instinct for texture and mood, pushing her toward a sound that feels both personal and cinematic. Her early recordings blended crisp vocal lines with dream-pop textures, creating a signature blend of clarity and atmosphere.

She often starts with a vocal idea or a bass line, then builds a hushed, almost meditative arrangement around it. Her lyrics focus on memory and longing, with imagery that invites listeners to fill gaps with their own stories. Production emphasizes lush layers, shimmering synths, and soft percussion that never overwhelms the voice.

In live settings she favors intimate venues, where audience attention is a part of the performance. On stage she uses space and silence to shape emotional impact, and she often invites audience members to sing along to key lines without overpowering the mix. Mira cites influences that blend pop accessibility with experimental textures, and her forthcoming project promises more expansive soundscapes and collaborations with producers who push her blend of clarity and atmosphere.

For fans, Mira’s trajectory suggests a growing catalog of intimate, cinematic songs that reward careful listening and repeated plays.

Her work embodies a careful balance between openness and precision, inviting listeners to lean in and listen closely as her dream-pop world unfolds.

Artist spotlight: Juniper Reed

Juniper Reed started with a battered acoustic guitar and a notebook full of short stories. Her songs fuse folk-inflected storytelling with punchy percussion, producing performances that feel intimate yet propulsive. The result is music that invites participation while carrying a strong narrative through line.

She experiments with narrative viewpoints, switching between first and third person to reveal different emotional angles. She leans on concrete imagery and naturalistic detail; her verses often set a scene that her chorus then reframes. Production blends traditional acoustic elements with subtle electronics and warm room ambience, maintaining an organic feel without sacrificing modern texture.

Live she engages audiences with direct storytelling between songs, inviting listeners to participate in the performance and turning venues into storytelling circles. Juniper cites folk pioneers and contemporary indie artists who champion personal storytelling, and her forthcoming album will likely expand that path with more expansive arrangements and collaborative energy.

Her trajectory signals a continued commitment to intimate, narrative-driven songs that connect on a human scale. Juniper Reed remains a notable voice for listeners who seek songs that feel lived-in and true to everyday experience.

In the studio and on stage, Reed demonstrates how to balance clarity with imagination, offering a blueprint for artists aiming to blend lyrical depth with accessible, memorable melodies.

Artist spotlight: Orion Ivy

Orion Ivy began with field recordings captured in urban and rural spaces, later sculpting them into songs that mix indie folk with cinematic ambition. His music builds atmosphere as a core element, inviting listeners into a sense of place before a single lyric lands.

Songwriting centers mood and texture, letting melodies emerge from environmental sound and then shaping lyrics around that atmosphere. Production blends acoustic warmth with modular synthesis and careful dynamics, producing immersive tracks that reward attentive listening. Orion often collaborates with producers who enjoy pushing unconventional rhythms while honoring the emotional center of a track.

On stage his shows emphasize storytelling and atmosphere, with dynamic lighting and audience interaction that heightens immersion. Orion envisions future projects that further explore field recordings and narrative-driven concepts, expanding the emotional range of his music while keeping a clear, personal voice.

As an artist, he remains curious about how soundscapes can illuminate lyric meaning, and his evolving catalog suggests a growing interest in blending natural ambience with human storytelling. Orion Ivy stands out as a creative force for listeners who prize texture, mood, and thoughtful song construction.

With each release, Ivy invites fans to experience a world where sound design and lyric storytelling merge into a cohesive, cinematic journey that rewards repeat listening.

How singer-songwriters connect with audiences

Singer-songwriters connect with audiences by privileging storytelling and direct communication. They cultivate a candid voice that invites listeners to meet the artist in a shared emotional space. A well told story can turn a familiar feeling into something personal and actionable, whether through a spare acoustic ballad or a bustling synth driven track. The best writers often begin with a concrete image or a single moment that can be revisited from different angles, allowing listeners to complete the scene with their own experiences. In interviews, artists describe how these narrative anchors guide lyric choices and help songs traverse from spark to flame.

Performance context shapes impact just as much as the words themselves. A listening room emphasizes micro-expressions, breath, and quiet dynamics, while a festival stage rewards clarity of hook and boldness of delivery. In livestreams, proximity to the audience becomes a conversational rhythm, with chat comments shaping tempo and tone. Social media platforms offer a different kind of conversation; short, repeatable lines, behind the scenes anecdotes, and the chance to respond to fans directly. Successful singer-songwriters learn to tailor the moment to the setting while keeping the essential truth of the song intact.

Audience connection also grows through accessibility and regularity. Releasing a steady stream of new material alongside live performances builds trust and anticipation, while touring in intimate venues creates a shared memory that recordings alone cannot replicate. Many artists frame their songs within a larger narrative a album concept, a live show arc, or a visual world that invites fans to participate in a broader experience. Engaging with critics through thoughtful interviews helps translate a performance into broader cultural resonance. The most durable connections emerge when listeners feel seen, heard, and invited to contribute their own interpretations.

From a craft perspective, the link between lyric and melody matters. Musicians often test melodies against lines for natural stress and emotional weight, then refine rhythms to ensure phrases land where listeners expect a breath or a heartbeat. When a song’s narrative shifts point of view, the music should mirror that change perhaps with a change in key, tempo, or texture. The collaboration process whether with a co-writer, a producer, or a band can broaden audience reach by introducing new storytelling angles and sonic textures that still honor the singer’s core voice.

Ultimately, connecting with audiences is less about formula and more about trustworthy communication. The strongest singer-songwriters embed honesty, curiosity, and vulnerability into every performance, inviting listeners to travel together through a song’s emotional terrain. They study venues, study fans, and study what makes a story linger after the lights go down. That combination of craft, empathy, and opportunity creative engagement keeps audiences returning for more and fuels the ongoing conversation about what singer-songwriters can be in a rapidly evolving music landscape.

How the magazine discovers emerging artists — FAQ: Q1: How are emerging artists discovered?; Q2: What criteria are used for selection?; Q3: How can readers submit suggestions or requests?

At 9/10 Magazine, discovery is an ongoing, collaborative process that blends instinct with method. Our editors travel through live shows, listen to new tracks, and watch the conversations building around emerging artists online. We also lean on partnerships with indie labels, collectives, and music schools to surface voices that deserve broader attention. The FAQ section sits alongside the main features to offer transparency about how artists are chosen and how readers can participate. This approach reflects our commitment to the independent music scene and helps readers understand how tomorrow’s trends and talents are identified today.

Overview of discovery and FAQ layout

Discovery at 9/10 Magazine begins with a posture of curiosity and rigorous listening. Our editors treat every new release, live show, and online moment as a potential doorway into a larger conversation about what makes music feel urgent today. We approach emerging artists with patience, aiming to understand not only how a song sounds but how it lives in the world around it. The process blends instinct—the sense for a voice that could resonate beyond its first release—with structure, such as a defined submission window and a clear set of editorial criteria. By combining these elements, we keep our coverage adventurous yet anchored in craft.

Staff scouts attend intimate gigs, open mic nights, and hometown showcases where emerging talents often test new ideas. They capture tonal color, stage presence, and the way a lyric lands in a crowd. Online, our team listens through streaming platforms, follows artist-run communities, and tracks conversations in forums and social feeds. We also maintain a steady line of communication with indie labels, collectives, and universities that incubate new artists. This multi-channel approach helps us spot patterns—distinctive vocal timbres, inventive production, and evolving song structures—before they reach larger audiences. The goal is to surface voices that feel unique yet ready to join broader conversations about music today.

Submissions from artists and listeners play a crucial role in our discovery. We publish clear guidelines so creators can present their work in the most helpful way, and we encourage readers to recommend artists they believe deserve attention. Our editors review submissions in weekly cycles, listening with attention to both immediate impact and longer-term potential. We look for honesty in storytelling, clarity of vision, and a sense that a song or project could grow beyond a single release. While not every submission becomes a feature, each one informs our sense of current artistry and helps widen the pool of voices we cover.

Partnerships with independent labels, management teams, and scene-driven platforms amplify discovery beyond individual tastemakers. We partner with collectives that prioritize experimentation, as well as regional arts organizations that champion emerging talent. These collaborations provide access to new artists who are actively developing their sound, as well as critical context on regional scenes and cross-genre intersections. Our aim is to document music as a living ecosystem, not a series of isolated breakthroughs. That ecosystem thinking keeps us attentive to rising trends while ensuring we give fair exposure to artists whose work may take time to mature.

Editorial criteria guide every decision we make, but they are not a rigid checklist. We assess a project on artistry—the quality of songwriting, melody, and voice; the precision of production; and the willingness to push a song beyond predictable forms. We also weigh narrative potential—the story behind the music, the artist’s approach to collaboration, and the way their art speaks to communities or conversations in the indie scene. Audience fit matters, too: does the music invite listeners to explore more of what the artist offers? We value originality, emotional resonance, and the probability that a growing audience will discover or revisit the work as it evolves.

We recognize the diversity of pathways that artists travel to reach listeners. A raw, unpolished demo can become a compelling statement when it captures a moment of creative urgency. An elegant, meticulously produced track can signal a maturing voice with broad appeal. Our coverage aims to reflect this spectrum, highlighting both intimate solo projects and collaborative explorations. We also ensure equitable representation across genres, regions, and backgrounds so that readers encounter a wide range of perspectives. By presenting a balanced mix of discoveries, we help readers understand not just who is rising, but why their music matters in the broader conversation about the independent music scene.

Readers will notice that our FAQ section sits alongside features to provide transparency about how artists are selected. The FAQ is designed to answer common questions in a clear, humane voice, without giving away every backstage detail. It is updated as our processes evolve and in response to reader feedback. We invite ongoing dialogue, because the best discoveries often emerge from conversations with audiences who bring fresh takes and new information. The layout is intentional: discovery methods are described in general terms, the selection criteria are explained with nuance, and submission channels are outlined so readers understand how to engage with us.

Q1 addresses the core question of how emerging artists are discovered. We begin with deliberate listening: editors attend shows when possible, watch performances online, and pay attention to artists who generate momentum across multiple platforms. We triangulate signals from live energy, recorded work, and community buzz to determine whether a project has legs beyond a single release. We also rely on relationships built with indie labels and artist networks that sustain ongoing conversations about a rising voice. The goal is not to chase a single viral moment but to recognize sustained potential across formats and seasons.

Q2 explains the criteria we apply when selecting artists for features, profiles, and interview coverage. Craft and voice are central: does the artist write compelling songs, perform with intention, and show growth across releases? There is also a focus on originality—whether the sound establishes a distinct identity rather than mimicking prevailing trends. We consider the project’s momentum—are there compelling live performances, strong streaming engagement, or meaningful collaborations that indicate future expansion? Context matters as well: how does the artist relate to contemporary conversations in indie music, and what stories around the artist feel timely and relevant?

Q3 invites readers to participate by submitting suggestions or requests. We provide a simple submission channel on our site and encourage readers to share artists they think deserve coverage, along with links to music, press, or short notes about why the artist is compelling. Submissions from readers are welcomed alongside those from artists and labels, and we strive to respond where possible within our editorial cycles. We ask for patience, since our publication schedule and investigative process require time, especially when a discovery warrants careful context, interviews, and production planning. Community input remains a vital part of how we expand our coverage.

In practice, discovery and FAQ integration work together through a steady editorial calendar, a clear process map, and regular check-ins with our writers. Each quarter, we review recent discoveries, reflect on how our methods performed, and adjust criteria to reflect shifts in the music landscape. The FAQ serves as a living document that anchors these reflections, offering readers a reliable reference point while keeping room for evolution. By foregrounding both discovery rigor and open channels for reader participation, we maintain a magazine that feels both thoughtful and responsive to the independent music ecosystem.

To further demystify the process, we publish short, narrative explainers alongside larger features that illustrate a candidate artist’s trajectory—from early demos and festival appearances to first EP releases and critical reception. These explainers emphasize the human side of discovery: how an artist’s choices, collaborations, and persistence shape the music we hear. While not every artist will become a long-running feature, every vetted discovery informs future coverage decisions, helping editors refine what stories feel essential and what voices deserve a closer look as they develop.

We also monitor industry trends and reader interests to ensure our coverage remains relevant. The music journalism landscape is evolving quickly, with changes in format, distribution, and fan engagement. By keeping our methods transparent and our criteria explicit, we aim to build trust with emerging artists who share their work with us, readers who crave authentic voices, and industry partners seeking thoughtful, grounded storytelling. Our approach is iterative: we learn from each discovery, adjust our practices, and strive to highlight music that can travel beyond niche audiences while remaining true to its roots in the independent scene.

In sum, the overview of discovery and FAQ layout is designed to be practical and aspirational. We describe how we discover with intention, how we judge with nuance, and how readers can influence our coverage through submissions. The result is a dynamic, inclusive platform where up-and-coming musicians gain meaningful exposure, and readers gain access to in-depth profiles and honest conversations about the music they love. As the indie ecosystem continues to grow, our approach remains centered on listening, storytelling, and community collaboration that champions fresh voices and new perspectives.

For readers exploring the magazine, the FAQ page is a quick starting point that complements artist features and interview series. It is intentionally concise where needed and expansive where it matters, balancing transparency with the complexity of discovering talent in a crowded field. By presenting a clear map of discovery methods, selection criteria, and submission pathways, we empower readers to engage with 9/10 Magazine as a collaborative space for celebrating emerging artists and tracking the evolving currents of the music industry.

How the magazine discovers emerging artists

9/10 Magazine builds its coverage by actively seeking fresh voices across the indie and alternative scenes. Our editors blend instinct with structured research, listening for songs that reveal a distinctive point of view and performances that translate beyond the studio. We monitor emerging artists through a mix of label newsletters, social media signals, and tip-offs from trusted collaborators in the independent music scene. The magazine prioritizes artist spotlights that offer context—the story behind the recording, the approach to live performance, and the momentum carried by fans and venues. Through artist interviews, Music Interviews, curated playlists, and in-depth features, we aim to introduce readers to up-and-coming musicians who could shape the next wave of music journalism and the broader music industry conversation.

Editorial scouting process

Editorial scouting at 9/10 Magazine starts with a clearly defined mandate: seek voices that bring a fresh perspective to the independent music scene while maintaining rigorous standards for craft and storytelling. A small, dedicated desk reviews new music daily, screens demo submissions, and tracks live performances in local venues to gauge potential beyond a polished studio cut. Sources range from direct submissions to informal tips from label representatives, booking agents, and festival organizers. We routinely explore Bandcamp and SoundCloud releases, study YouTube live sessions, and monitor playlist culture on streaming platforms to identify artists who are moving with purpose and momentum. Our routine includes weekly intake meetings where editors map upcoming periods for features, apprentices learn from each other, and senior editors set priorities aligned with the magazine’s mission to highlight up-and-coming musicians. We balance cross-genre curiosity with a focus on honesty, originality, and a narrative hook readers can follow across interviews and artist spotlights. Evaluation combines sonic assessment with a sense of story. We listen for distinctive vocal timbre, inventive arrangement, and lyrical voice, then assess how production supports or challenges the song’s core idea. Live potential, consistency across a body of work, and an artist’s responsiveness to interview requests also factor into decisions for a feature. For final decisions, editors verify details, seek consent for interviews, and coordinate with artists to confirm angles, photography, and publication timing. By maintaining transparent criteria and a respectful approach to collaboration, the Editorial scouting process supports credible, in-depth coverage that stands up in Music Journalism and helps readers discover Up-and-coming Musicians who deserve wider attention.

Partnerships and submissions

Partnerships and submissions at 9/10 Magazine hinge on clear, mutually beneficial relationships with independent labels, managers, and collectives across the indie scene. We establish formal channels that respect artists’ time and creative control while offering fair coverage and visibility through Artist Spotlight features and interviews. Submission channels include a dedicated submissions email and a web form with required materials: an artist bio, links to music, press photos, and a brief statement of what makes the project newsworthy. We aim to respond within four to six weeks, and if a submission does not meet current coverage needs we provide constructive feedback to help artists refine their presentation. Collaborations extend to festival partnerships, venue showcases, and cross-promotions with other music media. These alliances broaden our discovery net while ensuring coverage remains independent and free from pay-to-play dynamics. When a submission aligns with our editorial criteria, we assign a reviewer to assemble context, schedule an interview, and coordinate assets for a compelling feature. Editorial standards emphasize equity, transparency, and consent. We do not publish paid placements and we respect the artist’s right to approve quotes and images. All features include a clear credits section noting photographers, interviewers, and collaborators, reinforcing trust with readers and the wider independent music community. From submission to publication, we document timelines and maintain open lines of communication so artists can plan releases and tours. Partnerships and submissions support a steady stream of emerging voices while reinforcing 9/10 Magazine as a platform for Artist Spotlights and Music Discovery Platform that champions independent artists and their stories.

Live events and demos

Live events and demos are a crucial laboratory for discovery at 9/10 Magazine. We attend open mics, intimate club shows, and festival showcases to observe a musician’s stage presence, audience connection, and the ability to translate studio material into a live environment. During performances we listen for clarity of intent, dynamics, improvisation, and the artist’s storytelling through performance. We also evaluate sound quality, arrangement choices, and the chemistry between band members, because these elements often signal long-term potential beyond a single release. Demo material shared from gigs—whether a raw recording captured on a phone, a rehearsal take, or a professionally produced live video—offers additional context. We compare how the live version differs from the studio cut and assess whether the artist can sustain momentum across formats, which informs our decisions to pursue interviews or longer features. After events, our editors compile notes, cross-check against other signals (streaming data, press coverage, audience reactions), and decide if a feature, review, or interview is warranted. If a performance resonates with readers and demonstrates a distinctive trajectory, we proceed with scheduling and collaboration for coverage. Live coverage also supports our aim to reflect music trends and the evolving Independent Music Scene while giving readers honest, in-depth perspectives on rising stars in music.

FAQ

Our FAQ for 9/10 Magazine explains how we approach interviews and emerging artists, and outlines how readers can participate in the conversation. We describe our discovery channels, the criteria we apply when selecting features, and the practical pathways for reader submissions. The magazine focuses on independent music, indie pop, and singer-songwriters who bring fresh perspectives to the music industry. This section aims to be transparent about our editorial priorities while preserving space for creative storytelling and in-depth coverage. If you are an artist seeking coverage or a reader with ideas, this guide shows how to navigate our coverage and influence the conversation around new music.

How are emerging artists discovered?

Emerging artists are discovered through a blend of channels that reflect how audiences actually find new music today. A primary channel is proactive submissions and strong referrals: artists, managers, and publicists send press kits, singles, and links with a concise note about why the music matters. We also rely on word of mouth within the independent scene, where label scouts, producers, and fellow musicians share tracks that deserve broader listening. At 9/10 Magazine, discovery begins with listening sessions that weigh emotional resonance, originality, lyric craft, and production quality as much as genre. Live performances, local showcases, open-mic nights, and intimate tours remain fertile ground for spotting rising stars before a wider audience catches on. Streaming platforms and playlist culture are influential too: a standout track can travel from a niche audience to the mainstream through trusted editors and fan-curated lists. We monitor music blogs, indie zines, and social buzz; a compelling performance on Instagram, TikTok, or YouTube can spark editorial interest and lead to deeper features. Discovery is not about numbers alone. We look for artistic intent, a distinctive voice, cohesive storytelling across releases, and a trajectory that signals sustainability beyond a single release. Networking within the indie community—producer collaborations, remix projects, and participation in compilation sets—often reveals artists poised for a broader stage. Context matters too: relevant cultural conversations, representation, and a willingness to push boundaries can elevate a musician from emerging to noteworthy within the independent music scene. When a promising artist is identified, our editors may request additional materials—a short interview proposal, a recent release, and links to social channels—to help us understand their story. We assess how well the artist communicates visually and sonically, and whether their work aligns with 9/10 Magazine’s mission to spotlight new voices and celebrate fresh perspectives. The goal is to build a narrative that resonates with readers who seek authentic voices and the next big discovery. Through collaborations with labels, managers, and the artists themselves, we can offer deeper coverage—interviews, studio sessions, and artist spotlights—that flesh out why a musician matters now and how their journey might unfold.

What criteria are used for selection?

Selection is guided by a combination of artistic merit, potential impact, and fit with the magazine’s editorial identity. Our process begins with a listening session where we assess songwriting craft, melodic originality, thematic coherence, and production quality. We value artists who bring a clear point of view, whether through lyric storytelling, sonic experiments, or genre-defying blends. We look for consistent output across a release cycle and evidence of growth from project to project. A strong live presence, engagement with audiences, and thoughtful visual branding are also considered because they help readers connect with the music beyond the studio. Diversity and representation are prioritized to reflect the diversity of the independent music scene and reader interests. We weigh potential for long-term coverage: does the artist have upcoming releases, tours, collaborations, or interview-ready material that can sustain editorial interest? Our editorial priorities center on originality, emotional resonance, and cultural relevance rather than purely commercial potential. We consider a track’s or an artist’s ability to spark conversations about music trends, indie ecosystems, and the music industry at large. Factoring in accessibility and clarity of narrative, we favor artists whose stories can be told with honesty, nuance, and meaningful context. We also ensure editorial feasibility: does the artist offer a consistent story across multiple formats—audio, video, social content—that can support a robust feature or interview? Finally, reader value is essential; we ask whether coverage would inform, inspire, or surprise our audience about ongoing trends like up-and-coming musicians, artist spotlights, and independent music discovery. In practice, we may consult internal teams—reviews, features, and music industry insights—to calibrate our decisions. We aim for a balance between bold new voices and artists with enduring appeal who can anchor recurring coverage. Additionally, sources outside the newsroom—artist submissions, publicist pitches, and reader tips—are weighed, but only if they align with our standards of originality and potential to contribute to meaningful storytelling.

How can readers submit suggestions or requests?

Readers can submit suggestions or requests through several accessible channels. The simplest path is using the Contact page on 9/10 Magazine, where you will find a dedicated submission form for reader suggestions, interview ideas, and artist features. We also accept direct emails to the editorial inbox with a clear subject line such as ‘Reader Submission’ or ‘Feature Request’ and a concise message that includes who the artist is, what you recommend, and why it matters to our audience. If you are submitting music for potential coverage, please include a band name, links to streaming platforms, a press kit or EP/album details, and any relevant press or social accounts. We aim to respond within a reasonable timeframe, but because we review many submissions we ask for patience and understanding. To help us evaluate quickly, provide context about the artist’s place in the independent music scene, their live performances, and how coverage would benefit both the artist and readers. We also welcome reader-driven ideas for themes, playlists, and interview angles that reflect current music trends and emerging sounds. Please note that submission does not guarantee coverage, but every submission is considered by our editorial team based on alignment with our mission, originality, and potential to engage our audience.