Castaways: Ms Banks and DJ Semtex
have something to say a platform to do so is obviously a positive thing,” says Lambie-Knight. “For those artists who have a release to tie in, it makes complete sense to make a unique audio experience. Semtex – who has co-hosted with Parris O’Loughlin-Hoste, RCA’s senior urban artist manager and Women In Music Rising Star – has interviewed a range of artists from Giggs and AJ Tracey, to Swizz Beatz and DJ Khaled on the show. Lambie-Knight says the podcast is adding a crucial new layer to the promo cycle.
“It’s allowing an opportunity for artists to talk about their music in more detail. If you look at the artists that have been on this year, from AJ Tracey, to Devlin, to Steel Banglez, they’ve all had really significant stories and the podcast just allows for another layer of serious conversation,” she says. “Artists can tell their stories in their own way.” Ms Banks, whose 2019 single Snack has more than two million Spotify plays, understands this last point better than most. In her Who We Be Talks interview, she spoke about the struggles she experienced growing up in Camberwell. “It gave people a deeper insight into me and where I’m at and how certain things came about,” she says, adding that her team “really wanted” her to appear on the podcast. “Who We Be is literally who we are, what we’re about, our culture. It’s important to have representation, artists representing their individuality, their sound.” Semtex is adamant that Ms Banks’ pod can only have strengthened her bond with the fans.
“She was explaining that she’d done some crazy things and being elusive. I asked what it was and she said she was trapping [selling drugs]. She explained how she’d made some mistakes, the audience relates to that. People can [assume] artists are living the life, are successful, making money, that it’s all easy and it really isn’t,” he says.
“People can forget that these are real people who’ve been through some shit. With Banks’ story, her persistence, focus and determination to succeed are important lessons. The stories of Ms Banks or AJ Tracey, these are lessons in entrepreneurship, confidence building, everything. A lot of kids don’t get that at school or at home.” Who We Be Talks is beginning to reach beyond the music business, into the culture surrounding the artists it celebrates, but the show always comes back to music. It’s well
18 | Music Week 01.07.19
documented that chart success and streaming numbers for British rap music are better than ever before, and Semtex, Ms Banks, Cator and Lambie-Knight say the podcast has a key role in the machine.
Of course, time spent listening to Who We Be Talks could mean time not spent streaming tracks, and therefore no income for artists. But Cator counters that by highlighting the positivity of the dialogue surrounding podcasts. “We’re speaking more and more to labels about their podcasting ambitions,” he says. “There are some amazing ideas out there and I can’t wait to see them grow.” Semtex shares the enthusiasm.
“I’m holding up a mirror, to give artists the space to speak fearlessly without taking advantage”
DJ SEMTEX SPOTIFY
“I’m very fortunate to be able to document lives like this, and the podcasts are there forever,” he says. “It’s a glimpse of what’s happening in the greatest time for UK rap ever, this is a real moment in time.”
With that, it’s time to sit down and quiz the pair about Who We Be Talks and the increasing importance of podcasts in the music business…
What drives you to tell these stories? DJ Semtex: “You see the reaction from the listeners, every episode has different listeners who take things from it. It’s about preserving the culture. There are people who can take care of the business, monetising it and everything else. In terms of making sure that the art is discussed properly, I’ve got to do it. I have a duty to do it. I’ve got to be so careful; I’m holding up a mirror, I’ve got to give these artists the space, respect and opportunity to speak fearlessly without taking advantage. As much as people like American platforms like The Breakfast Club and Hot 97, I find them very negative in the sense they’re celebrating the worst moments. When I did an interview with Drake for More Life, he said, ‘I want to talk to you because we did something years ago and it was special and meant something.’ He said, ‘You’re not about the bullshit, I get a hard time when I do interviews in America and I know you’re not like that.’”
What does Spotify and its increased focus on podcasts mean to artists? Ms Banks: “I’m just amazed by streaming, period. It’s actually crazy. It’s amazing, it’s the new age, kids love it. It’s the in thing, it’s easier now we don’t have albums and CDs
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