In 2005, photographer Jimmy Hubbard and I noticed the emerging web trend of music outlets transitioning from print to video-centric artist coverage. While there was already a growing volume of quality video content for established high-profile bands, we identified the lack of coverage for up-and-coming, fringe acts.
To service that untapped audience, we launched the extreme music blog, MetalKult.com, with the goal to shoot pro-quality video interviews and live concerts of some of the most exciting underground heavy metal and extreme bands. Since “video blogs” were new-ish back then, venues didn’t have as many restrictions on filming…a fact we gladly used to our advantage.
As Editorial Director of that start-up site, my role was substantial: from setting the editorial scope to producing and filming video segments to managing budgets and freelancers. MetalKult was eventually acquired by Revolver Magazine and added as a top-level channel to their website, Revolvermag.com. MetalKult currently funnels unique content to its parent brand, while maintaining its own voice and identity.