This week we're chatting to Xanthe Fuller, Senior Marketing Director at Mixcloud and someone who's been sneaking into jungle raves since she was 13. She's worked her way up from 4am radio shifts at XFM to producing shows for Pete Tong, Adam & Joe, and Jamie Cullum across BBC Radio 1, 6 Music and Radio 2.

We get into the proper art of pitching music without sending paragraphs that nobody reads, why online radio is the new pirate radio, and how building global communities around niche genres actually works. Plus she explains why saying yes to opportunities you don't fancy can completely change your career trajectory.

Includes actionable advice on getting your music heard, why work ethic beats being flashy, and why burning bridges in the music industry is career suicide.

Key Topics:

Early Music Journey

Started sneaking out to jungle raves at 13 with friends
First rave: Jungle Mania at The Astoria, Tottenham Court Road
Influenced by sister's mixtapes from DJs who later got signed to Ninja Tune
Parents were surprisingly supportive of clubbing, prioritizing safety over restriction

Radio Career Path

Transitioned from TV work to radio after sister's suggestion
Got XFM job by writing "ridiculous answers" to competition questions
Worked 4am-8:30am shifts while temping full-time
Produced Adam & Joe show (loved the TV show as a student)
Worked across BBC Radio 1, 6 Music, and Radio 2
Produced Pete Tong, Jamie Cullum, and Mary Anne Hobbs shows

Radio Production Insights

Producer roles vary dramatically between shows
Some require heavy music curation, others focus on live direction
Key skill: balancing relationship with talent while maintaining authority
Eventually hosted own show on Soho Radio

Mixcloud Journey

Met founder Nikhil when running early online radio station
Mixcloud solved real problem: sharing DJ mixes was previously clunky
Evolved from community role to marketing director
COVID accelerated live streaming features, shifted to subscription model

Pitching MasterclassThe Golden Rules:

One sentence only - "Never send paragraphs because it's just not going to be read"
Instant access - Click and hear immediately, no downloads/sign-ups
Start small - Pitch lightest idea first, build relationship, then expand
Get rid of fluff - Find the one kernel that piques interest

Industry Insights

Online radio replacing pirate radio as talent hotbed
Global communities forming around niche genres
Brand partnerships work best when supporting culture, not exploiting it
Streaming made music "secondary activity" - background listening

Career Advice

Work ethic beats flashiness - "People that got kept on got their heads down and delivered amazing work"
Say yes to opportunities - Even unappealing projects can lead to great relationships
Don't burn bridges - "Really small industry, you'll keep bumping into same people"
Admit what you don't know - "People love coaching, find someone to teach you"
Test ideas quickly - Don't get stuck in bureaucracy, try things fast

Future of Music/Radio

Traditional and online radio should coexist
Need for human curation vs algorithmic echo chambers
Communities now global rather than geographic

Standout Quotes

"Never send paragraphs in an email because it's just not going to be read"
"It's a real skill to narrow your pitch down to one sentence"
"Don't be afraid to admit what you don't know"
"It's a really small industry and you will keep bumping into the same people"

Song Recommendation
"Overdose of Joy" by Eugene Record - Makes her laugh every time due to unintentionally hilarious lyrics while being a genuinely great soul tune

Recommended Future Guest
Nikhil Shah - Mixcloud co-founder, ran record label, organized warehouse parties, now developing new products