When I saw the Boilerhouse mentioned in The Face exhibition at the National Portrait Gallery in London, it sparked a wave of memories. For Ben and me, The Boilerhouse was more than a nightclub—it was the start of our journey into music, culture, and curation.
Back then, we wanted to create something different. Under the slogan “Go Local,” we promoted nightclubs that offered an alternative to the mainstream—spaces where kids from the suburbs, like us, could come together. Our nights welcomed art school kids who wanted to dress differently, think differently, and be different. These clubs were more than places to dance—they were spaces for self-expression, creativity, and connection.
Our values were clear: innovation, inclusivity, and individuality. We wanted to break away from the conventional, offering a platform for those who didn’t quite fit the mold. Looking back, I realise that same spirit of innovation still drives everything I do today.
The Power of Style Magazines and Cultural Curation
In those days, magazines like i-D and The Face were essential. They didn’t just cover trends—they created them. Their pages captured the energy of underground music scenes, the creativity of street fashion, and the raw spirit of club culture.
🗞️ To appear in those magazines was to be recognized as part of something new and important.
i-D celebrated individuality with its signature winks and raw photography.
The Face blended music, fashion, and art, defining the aesthetic of an entire generation.
Both magazines curated their content with intention. They understood that style was more than appearance—it was a statement of identity. Their readers didn’t just consume culture; they became part of it.
Curation in the Age of Social Media
Fast-forward to today, and social media platforms like TikTok, Instagram, and YouTube have taken over the role once held by print magazines. But while the format has changed, the principle remains the same:
✅ To stand out, you need to curate your image with purpose.
Social media is saturated with content. Millions of videos are uploaded daily, each competing for attention. What makes some stand out while others fade away?
👉 The answer lies in taste and curation.
Just as The Face and i-D curated their pages with an eye for style and substance, artists and creators today must curate their online presence with the same care. Every post, every video, every soundbite contributes to your identity. And just as a grainy photo wouldn’t have made it into The Face, poor-quality audio has no place in today’s social media landscape.
Why Sound Is the New Style Statement
In an era where visuals often dominate, it’s easy to overlook the importance of sound. But the reality is: Sound is just as crucial as style ever was.
🎶 Imagine watching a clip of your favourite band performing live—only the audio is distorted and muffled. Suddenly, the energy and emotion are lost. No matter how striking the visuals, poor sound quality undermines the experience.
✅ Sound is what connects you to your audience. It creates atmosphere, conveys emotion, and leaves a lasting impression. Just as a perfectly styled outfit can turn heads, great sound can capture hearts.
For artists, promoters, and venues, this isn’t just a technical detail—it’s a creative decision. Allowing low-quality audio to represent your performance is like showing up to a photoshoot in wrinkled clothes. It sends the wrong message and diminishes the impact of your work.
Taste, Technology, and TagMix
Over the years, I’ve learned that great sound is as much about taste as it is about technology. It’s about knowing what works, what resonates, and what leaves a lasting impression. With TagMix, we’ve made it easier than ever to capture that perfect sound, syncing high-quality audio directly from an event’s soundboard with any video clip.
The result? 🎶📹 Performance videos that sound as good as they look.
No more distorted phone recordings. No more missed opportunities. Just great music, presented the way it was meant to be heard—instantly shareable and ready to engage audiences worldwide.