Blogger Spotlight: Tom Johnson, GoldFlakePaint

Glasgow-based Tom Johnson created GoldFlakePaint in 2010 to write about the music he loves. The beautiful and sleek design may be mistaken for a magazine, but with an international team of writers, GoldFlakePaint continues to promote and introduce new and upcoming alternative talent. In this spotlight the editor of the blog Tom Johnson chats to us about why he is passionate about music that is underrepresented, the importance of engaging with their readers, working on campaigns, and the music acts he thinks will make a big impact in 2017.

What inspired you to start blogging? A deep-seated love for music and the crippling need for something to do.

What type of music motivates you to create content for your blog? Music from the heart, music that stirs something in me, music from unrepresented scenes and backgrounds, people trying to get by and using music as tool by which to do that.

What makes your blog different to other music blogs? It’s full of my embarrassing inner feelings.

How have you built your relationship with your audience? I think we try and be quite personal, and honest, and reactive, and open about what we’re doing. I think, because of that, the people who spend the most time on the site and interact with us the most also carry those kind of sentiments with them, and have that same connection with the music that we share. That leads to a bond of some kind, especially in terms of internet relationships.

What are the main challenges that you face as a music blogger? Getting through the day.

What is the most exciting campaign that you’ve worked on? I think the recent Kevin Devine day was really fulfilling. Not only was the content nice, but the reaction to it, a lot of which was very personal was extremely heartening. I mean, I take no credit it for it, it was all down to Kevin Devine’s words and ways and songs, but that’s what makes even more exciting, from our point-of-view

How can PRs improve their approach when building relationships with you? I still don’t have this answer. I was going to say “Call me by the correct name” as I get called the wrong thing every single day, but that doesn’t really bother me. Everyone is trying to get by. I don’t know; show that you care, I guess, about the music, about the site, about what we’re doing.

Which artist do you think will make a big impact in 2017? Vagabon.

Will you be working on any exciting projects this year? Every piece we publish is exciting in some way, it’s just the remembering to remember that which is the hard part.

Do you have any advice that you would like to share with aspiring bloggers? Just believe in what you do; every day, with every post. If it doesn’t feel right then it isn’t right. “Try to worry a bit less about what’s cool and more about what’s good.” Kevin Devine said that. Thanks Kevin.