Jack’s music is notoriously difficult to pigeonhole, often veering from genre to genre in the course of a single verse. James at Viaduct approached me because he knew I shared Jack’s passion for distinctive, quirky melodies and atmospheric grooves. As James knew both my journalism and copy background, he felt I would be able to write a knowledgeable press release which did Jack’s restless creativity justice.
As usual, research was key to the writing process. The first thing I did was immerse myself in Jack’s upcoming album. This was one of those times that I felt truly lucky to be able to do what I do; spending all day listening to music that I genuinely enjoy and calling it work?! It’s not a bad life. Once I had a handle on the sound of the record, I was able to pinpoint some of Jack’s influences. I then contacted Jack to check I was on the right lines and to ask him some questions about his recording process.