Podcast Overview: In this conversation, Will Clarke interviews Alex Jukes, the director of Jukebox PR, about the evolution of music PR, the importance of engaging content, and the shifting landscape of club and festival culture. They discuss how PR has transitioned from traditional media to digital platforms, the significance of social media in artist promotion, and the current trends in electronic music. Alex shares insights on how artists can effectively create content and the relevance of DJ promo in today's music industry. In this conversation, Will Clarke and Alex Jukes delve into the evolving landscape of music promotion, emphasizing the importance of professional PR services and tailored marketing strategies. They discuss the innovative concept of 'tribes' in music promotion, the significance of community pages, and the role of superfans in an artist's growth. The conversation also touches on the impact of social media, the necessity of creating genuine connections with fans, and the future trends in the music industry, particularly in relation to community engagement and the balance between personal branding and music promotion.