James Brown - creator of loaded magazine

Phil Fraser speaks to James Brown, author, journalist, broadcaster and media entrepreneur and most famous for launching the era-defining lads mag Loaded.

In a wide ranging discussion we get to dig deep into his brilliant autobiography ‘Animal House’ and his journey from his Headingley-based home-made fanzine to NME, Loaded, GQ and beyond. He tells us where the inspiration for loaded came from, how it very nearly didn’t even get past the research stage and how the magazine went from zero to profit in less than 3 months. And you’ll love hearing his ‘football over business’ business decision.

INTRODUCING JAMES BROWN

James Brown started his career producing his own fanzines, joined the NME staff aged 21 and wrote over 50 cover stories, championing Beastie Boys, KLF, Happy Mondays and many others. He created the award-winning and hugely popular loaded magazines, and went on to edit British GQ where he launched the Man of The Year Awards. He floated his own publishing company on AIM and became an in-demand public speaker and creative consultant for leading brands, agencies and publishing houses. He has written the best-selling book Above Head Height: A Five-A-Side Life, and his autobiography ‘Animal House’.

EPISODE HIGHLIGHTS

[00:01:10] The start of James’ career

[00:13:50] Features Editor at NME

[00:21:30] Animal House - the autobiography

[00:31:10] The creation and launch of loaded magazine

[00:50:00] Post-loaded life

[00.56:00] Leeds, Leeds Leeds magazine

[01:04.00] The launch of IFG Publishing

[01:09:00] How to identify staff that stand out in interviews

KEY TAKEAWAYS & BUSINESS LEARNINGS

* Loaded created a genre of mass market men's magazines for the whole world

* Loaded was supposed to make its first pound of profit after three years. It made it’s first profit after three issues

* Football decisions in business environments aren’t always the best

* When running a business write out a list of what you should do differently

BEST MOMENTS

“I wrote 5 or 6 cover stories in 6 or 7 weeks for NME”

“I was young kid with an expense account and could go to America, Amsterdam, Paris or wherever with the best bands of the day”

“When I read the audiobook, I asked the producer to keep the bits of me giggling as I’m reading it in”

“Alan got the Tippex out and changed the likelihood to buy loaded customer research figures from 44% to 88%”

“It was a very unique, exciting time and I hope that comes across in the book”

“I’ve had five jobs that I think other people would think one of would be my best job ever”

VALUABLE RESOURCES FOR YOU

Website: www.leedsbusinesspodcast.com

LinkedIn: https://www.linkedin.com/in/james-brown-050a99175

Instagram: https://www.instagram.com/jamesjamesbrown/

Twitter: http//www.twitter.com/jamesjamesbrown

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