Owner of Oyster House Media Talks To Live and Unsigned

As owner of Oyster House Media, the UK’s largest independent publisher of music magazines, Hugo Montgomery-Swan has a wealth of experience in the music industry.

Oyster House Media has a total readership of over 100,000 and in addition organises live events across the country. Hugo is set to judge the Live and Unsigned Festival in July at the 02 in London. We caught and with him and here’s what he had to say on all things music...

L&U: How did you get into the music industry?

Hugo: I have always been a working musician and only involve myself with things that I am really interested in. Originally I established a successful power boating magazine and one day I was approached by a friend who asked if I’d ever thought about launching a bass guitar magazine. I hadn’t thought about it, but after doing some research into the market, decided to launch a publication. The magazine was first published in 2002 and now there are four titles across the group.

L&U: Tell us about how you became a musician?

Hugo: I started playing when I was very young and in the 80’s I did a lot of gigging with heavy metal bands and performed at a lot of festivals. A few years ago I decided to launch Swans In Flight with Acoustic Magazine, which was a rock album purely played by acoustic guitar. That has now developed into a live band.

L&U: What do you think of the music industry today?

Hugo: I think it’s an obstacle. It’s about short term reward and it’s saturated. In the 70’s, record companies would invest in artists with a long term view. Now a lot of labels sit on albums and don’t promote their artists, they tend to only put their energy into their best selling acts.

L&U: How should bands promote themselves?

Hugo: By producing the best quality they can. If your work is not the best it can be and is shoddy then it will easily be dismissed. Writing quality songs will speak for itself. We did an interview with Bryan Adams a while ago and he noted that a lot of bands concentrate on websites and the technical side, when what they should be concentrating on is writing and producing good material. I do think the internet is important for promotion and should compliment what a band is doing. A website should be simple and give fans all the information they need and it’s an important tool. But I do believe material is crucial. A good song can’t be ignored.

L&U: Do you think image is important?

Hugo: Yes because it’s important to be individual. Everyone has someone they aspire to be, but it’s crucial to keep individuality because that is what the crowd will switch on to.

L&U: What will you be looking for on the panel at Live and Unsigned?

Hugo: Quality and individuality. I need to see an act putting their all in and having commitment for what they do.

L&U: What advice would you give to aspiring artists on how to make it in the industry?

Hugo: Don’t give up and be determined. There are going to be more failures than successes a lot of the time but acts shouldn’t give up.

L&U: What’s the best piece of advice you have ever been given?

Hugo: Always have a plan b and don’t ever be a one trick pony. Given to me by several people!