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DIY (magazine)
DIY (magazine)
DIY (magazine)
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DIY
EditorSarah Jamieson
Former editorsStephen Ackroyd
CategoriesMusic magazine
FrequencyMonthly
PublisherDIY Music Limited
First issueApril 2011
CountryUnited Kingdom
LanguageEnglish
Websitediymag.com
OCLC801265842

DIY is a United Kingdom-based music publication, in print and online. Its free print edition is released monthly with a physical circulation of 40,000 in UK venues, clubs and shops.[1]

DIY Magazine

[edit]

DIY was launched in 2002 by then-editor Stephen Ackroyd & Emma Swann as an online-only publication called This Is Fake DIY, named after a song by Scottish indie pop band Bis and staffed largely by a freelance writing team from around the globe. The website features news, reviews and features.[citation needed] In September 2007, DIY was nominated for Best Music Magazine at the annual BT Digital Music Awards, where it was described as "a great mix of humour and pop culture that has become the envy of the internet."[2]

In April 2011, DIY started a free monthly music magazine. Cover acts have included Paramore, Mumford and Sons, Biffy Clyro, Jamie xx, Years & Years, Wolf Alice, LCD Soundsystem, Fall Out Boy, and Bastille (full list below).[citation needed] On 11 March 2013, DIY started a weekly magazine in addition to the print title, published via tablet computer and iPhone - this was later pulled in favour of limited edition, one-off titles.[3] Superfood and METZ have both released limited edition 'zines' in collaboration with DIY as part of this.[citation needed] In June 2014, DIY rebranded, dropping the "This Is Fake" and launching its new official website, diymag.com.[citation needed]

DIY Presents

[edit]

DIY also host live shows across the UK under the name DIY Presents.

Every year, they host a run of shows under the Hello moniker, previewing new acts at London's The Old Blue Last. Previous acts to play at DIY's Hello shows include Wolf Alice, Girl Band and Spring King.

October 2014 saw DIY team up with PledgeMusic for the first UK-wide DIY Presents tour,[4] culminating in an all-dayer held at London venue The Laundry on 1 November. The tour was opened by local acts, as picked via fan-vote, and headlined by Shy Nature and Flyte. The all-dayer was headlined by JAWS, and featured Menace Beach, Spring King, Hinds and many more.[5]

In the autumn of 2015, DIY's new music arm Neu hosted the DIY Presents Neu Tour 2015, which saw VANT, The Big Moon and Inheaven tour the country, culmating in a London date at Camden's Dingwalls.

This Is Fake DIY Records

[edit]

In 2007 DIY started a record label. Its roster included Duels, Heads We Dance, Manda Rin, Model Horror, Love Ends Disaster!, Popular Workshop, The Research, The Victorian English Gentlemens Club, We Are The Physics and You Animals.

References

[edit]
[edit]
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DIY (magazine)

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from Grokipedia
DIY is a United Kingdom-based music magazine founded in 2002 by Stephen Ackroyd and Emma Swann as the online publication This Is Fake DIY, rebranded to DIY with its first print edition launching in 2011. It specializes in independent and emerging artists, delivering news, reviews, interviews, in-depth features, and coverage of festivals and live events to promote new music from and international scenes. The magazine's free monthly print edition, distributed in venues, clubs, and record shops, boasts a physical circulation of 40,000 copies (as of 2021), while its digital platforms—including the website diymag.com and —reach over one million music fans globally. Over the years, DIY has established itself as an authentic source for music discovery, championing breakthrough acts such as , , and alongside established figures like . Its editorial approach emphasizes the vibrancy of alternative and indie scenes, often highlighting underrepresented talent through initiatives like the annual festival guide and "DIY Presents" live show series. Beyond traditional publishing, the magazine supports and emerging professionals via partnerships, including exclusive internships with institutions like the British and Irish Modern Music Institute (BIMM). As of 2025, DIY continues to evolve as a multi-channel platform, blending print heritage with robust online content to sustain its role in the evolving landscape of music media.

History

Founding

DIY (magazine) was founded in 2002 by Stephen Ackroyd and Emma Swann as an online-only publication initially titled This Is Fake DIY. The name drew inspiration from the 1997 song "This Is Fake D.I.Y." by the Scottish band Bis, reflecting a nod to the do-it-yourself ethos in culture. Ackroyd, who served as the early editor, and Swann launched the platform amid the rising prominence of for coverage in the early . From its inception, This Is Fake DIY concentrated on , providing news, reviews, and features on emerging artists and underground scenes. The publication operated with a global team of freelance contributors, enabling diverse perspectives from writers around the world without a fixed staff. As a purely digital outlet, it relied on web-based distribution, eschewing print formats or physical merchandise to keep operations lean and accessible. In the mid-2000s, the magazine built its audience through consistent content, including timely news and in-depth artist interviews that resonated with indie enthusiasts. This period marked key early milestones, such as establishing a reputation for authentic coverage of the burgeoning landscape. The platform remained digital-focused until later expansions into print editions.

Development and rebranding

Following its establishment as an online music publication in 2002, DIY expanded significantly in the late by diversifying its formats to reach a broader audience. In 2011, the magazine introduced its first free monthly print edition, distributed across music venues, clubs, and shops, marking a key milestone in its growth from digital-only to a hybrid model. This print launch built on the publication's early online presence and helped solidify its position in the alternative music scene. The print edition achieved a circulation of 40,000 copies per issue, enabling targeted distribution to music enthusiasts at live events and retail points. Complementing this, DIY launched a weekly digital magazine edition optimized for tablet and devices in 2013, which later evolved to include artist-specific limited-edition zines, such as those collaborated on with and . These developments reflected the magazine's adaptation to emerging digital platforms while maintaining a focus on accessible, fan-centric content. A pivotal identity shift occurred in 2014, when the publication rebranded from its original "This Is Fake DIY" moniker—evident in early reviews and features—to simply "DIY." This change coincided with a refreshed website at diymag.com, streamlining the brand for modern digital consumption. The emphasized a forward-looking approach, reflecting on the publication's evolution. Post-, DIY continued to thrive through sustained print production and deeper integration with . Monthly print issues persisted into 2025, with editions like the February 2025 issue featuring artists such as , alongside digital versions available online. The magazine enhanced its social media presence, amassing over 1 million followers across platforms, to amplify content reach and engage with global audiences in real time. These adaptations underscored DIY's resilience amid shifting media landscapes, prioritizing both physical and online accessibility.

Content and editorial style

Coverage areas

DIY Magazine primarily emphasizes independent, alternative, and indie music genres, spotlighting emerging artists, festivals, and underground scenes across its content. The publication celebrates the DIY ethos in music, highlighting efforts and cultural movements that prioritize over commercialism. This focus aligns with its role as a key platform for discovering new talent in the UK's vibrant indie landscape, often featuring acts from global scenes that resonate with alternative audiences. Core content types include music news updates on album announcements and tour dates, in-depth album and track reviews, artist interviews that explore creative processes, and features on broader cultural trends such as the impact of DIY ethics in the music industry. For instance, coverage extends to surprise album releases, like Little Simz's semi-surprise EP Drop 7 in 2024, which showcased her experimental dance-oriented tracks. Reviews and features often delve into festival experiences, such as the alt-rock lineup at All Points East 2024 headlined by and , emphasizing community-driven events. Notable recurring elements include annual "Tracks of the Year" lists, with the 2024 edition featuring standout tracks from artists like and , alongside artist spotlights in sections like "" and "" that introduce rising indie acts. The magazine also covers prestigious awards, such as the ' Rising Star category, profiling promising UK and Irish songwriters, such as the 2025 edition won by Lola Young. Over time, coverage has evolved to incorporate broader topics like award recognitions and unexpected releases while retaining a UK-centric perspective with global reach, ensuring a balance between local underground discoveries and international indie trends. This approach maintains the publication's commitment to fostering awareness of alternative music's diverse ecosystem.

Formats and publications

DIY's online platform at diymag.com has functioned as the central hub for its content since the magazine's inception in 2002, delivering daily updates including music news, album reviews, artist interviews, and live event coverage. The site emphasizes emerging and independent artists through dedicated sections like "Neu," which spotlights new music releases and rising talents, alongside comprehensive archives of past features and multimedia content such as videos and podcasts. This digital-first approach allows for real-time engagement with a global audience, supplemented by weekly newsletters and social media syndication on platforms like Instagram and Twitter for broader accessibility. In April 2011, DIY expanded into print with a monthly , initially distributed for free at music venues across the to reach live enthusiasts directly. The publication quickly gained prominence with high-profile covers, including in multiple issues (such as February 2023), in May 2015, and in April 2020, often tying into album cycles or tours. Today, print issues remain monthly and are available for purchase through the official online shop, maintaining a focus on in-depth artist profiles and cultural commentary while achieving national distribution. Complementing these formats, DIY launched a weekly digital magazine in March 2013, which became free to all users in October 2013 and was accessible via an iPad app and the website, providing curated content in a mobile-optimized format. The iPhone-specific version was discontinued soon after to streamline efforts, and while the app format evolved, the emphasis shifted toward flexible digital deliverables like artist-specific PDFs and zines. For instance, collaborations such as the limited-run Superfood x DIY poster 'zine in 2014 highlighted experimental print-digital hybrids. Special editions further diversify DIY's output, including annual compilations and themed issues like the Festival Guide 2025, which previews key events with artist spotlights such as Barry Can’t Swim. The September 2024 issue exemplified this with Katie Gavin gracing the cover, alongside features on Fat Dog and , available in both print and digital PDF formats via platforms like . These limited-run publications, often tied to tours or releases, enhance accessibility by offering free online previews and purchasable physical copies, ensuring content reaches diverse audiences through syndication and direct downloads.

Organization and staff

Key personnel

DIY magazine was co-founded in 2002 by Stephen Ackroyd, who served as its initial editor, and Emma Swann, the founding editor with ongoing involvement in shaping its editorial direction. Ackroyd later departed, marking a transition in leadership while Swann continued to provide oversight on content strategy. Under current leadership, Sarah Jamieson has served as managing editor since at least 2023, guiding the publication's editorial operations and contributor coordination. Lisa Wright holds the position of features editor, focusing on in-depth artist profiles and thematic coverage, while Daisy Carter fills the role of digital editor as featured in the magazine's 2025 issues, overseeing online content and multimedia integration. From its early days, DIY cultivated a of freelance contributors, prioritizing music journalists with expertise in indie and alternative scenes to ensure diverse, on-the-ground reporting from international music ecosystems.

Operations

DIY magazine employs a free-to-consumer for its print and , relying on revenue from , brand sponsorships, and partnerships with record labels, festivals, and companies such as and to cover operational expenses. This approach allows broad accessibility while integrating sponsored editorial and bespoke campaign packages, such as advertorials and video sessions, to engage over 1 million music fans monthly. Distribution logistics center on a monthly print run of 40,000 free copies placed in music venues, clubs, and shops to target audiences, complemented by global digital dissemination through the website, newsletters, and apps for unlimited online access. While print remains venue-focused, paid subscription options for —priced at £40 annually or $7 monthly—provide an additional for direct supporters. The editorial process follows a collaborative freelance model, where contributors submit pitches for features, interviews, live and record reviews, and , with in-house oversight from roles like the and digital editor ensuring cohesive, timely coverage of emerging indie and alternative music. This structure leverages a network of freelancers alongside core staff to maintain diverse, artist-focused content across print and online formats. In response to digital media shifts, DIY has prioritized social media growth on platforms including , , and for short-form videos and artist interactions, while sustaining limited print runs of 40,000 copies to manage production costs amid rising expenses, ensuring financial viability into 2025. These adaptations, including event tie-ins and multimedia partnerships, have bolstered audience reach and revenue diversification without expanding print volume.

DIY Presents

DIY Presents is a live music event series initiated by DIY magazine in 2013, shortly after the publication's expansion into digital formats in the early , aimed at promoting emerging artists through intimate UK-based performances that embody the magazine's commitment to independent and grassroots culture. The series began as a platform to spotlight bands featured in the magazine's pages, fostering direct connections between artists and fans while emphasizing accessibility and discovery in the indie scene. A cornerstone of the initiative is the annual "Hello" showcase series, held in partnership with London's The Old Blue Last venue, which has served as a launchpad for breakthrough acts since its inception. For instance, performed one of their earliest gigs as part of Hello 2013, marking the beginning of the event's role in elevating new talent to wider audiences. Subsequent editions, such as Hello 2016 featuring , Pumarosa, and , continued this tradition of free-entry nights dedicated to previewing promising musicians. In 2014, DIY Presents expanded with a nationwide tour in association with , culminating in a major all-dayer at The Laundry in on November 1, which showcased acts including JAWS, Deers, Telegram, and Menace Beach, drawing crowds for a multi-stage celebration of up-and-coming . The scope of DIY Presents encompasses a mix of nationwide tours, one-off gigs, and festival tie-ins, often aligned with magazine features to amplify coverage of rising artists across genres like indie, alternative, and electronic music. Events such as the DIY Now & Next Tour in 2024, headlined by and Big Special with support from various guests, exemplify this ongoing effort to tour beyond and integrate live programming with editorial content. By the 2020s, the series had evolved to include initiatives like the DIY Class of events and partnerships for album launches, maintaining a focus on emerging talent while building a dedicated community around discovery. In 2025, DIY Presents collaborated with Music Finland for the Nordic Invasion showcase at Festival, headlined by Maustetytöt. These platforms have provided crucial early exposure, contributing to the careers of numerous acts and reinforcing DIY magazine's influence in nurturing the UK's ecosystem.

This Is Fake DIY Records

This Is Fake DIY Records was established in 2007 as the in-house of the music publication originally known as This Is Fake DIY, aiming to support emerging independent artists through targeted releases. The label's formation extended the magazine's ethos of championing DIY music scenes, providing a platform for bands frequently covered in its pages to distribute physical and digital formats. Its early output included the 2007 single "She Starts Monday" by goFASTER>>, marking the beginning of a catalog centered on and alternative acts, followed by the single "I Think She's the One I Love" by The Research in 2008. Key early signings highlighted the label's focus on innovative indie talent, such as Duels, whose 2008 album The Barbarians Move In showcased influences, and —formerly of the Scottish band Bis—with her 2008 solo debut album My DNA, including the single "," blending elements. Other notable releases included We Are The Physics' 2008 debut You Are Here, emphasizing experimentation, often issued in limited-edition vinyl runs to appeal to collectors and foster support. These efforts prioritized small-batch production, with singles like Duels' "Regeneration" available as 7-inch vinyl, alongside digital options to broaden accessibility. Operated on a modest scale from , the label promoted magazine-featured artists by handling production, marketing, and distribution primarily through online retailers and mail-order services, avoiding major label infrastructure to maintain an authentic DIY approach. This model allowed for agile support of acts like goFASTER>>, whose 2007 single "She Starts Monday" exemplified the label's role in amplifying indie scenes without extensive commercial backing. Following the magazine's 2014 rebranding to DIY, the label retained its original name, continuing to contribute to the broader DIY ecosystem by aiding development through exposure and modest resources. Its legacy lies in nurturing underrepresented talents during the mid-2000s indie boom, with releases that bridged print coverage and recorded output, though activity tapered off in later years.

References

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