From its DIY beginnings to its position as one of the UK’s most influential platforms for emerging talent, Notion has always been driven by curiosity and conviction. At the heart of that journey is Creative Director Nicholas Douglas, who has helped steer the magazine through seismic shifts in both music and media. 

Here, Douglas reflects on Notion’s grassroots origins, the realities of championing new artists in an algorithm-led age, and the advice he’d give to the next generation of journalists and musicians trying to break through.

Notion has become a staple in UK music culture, but it began as a grassroots magazine. Can you take us back to those early days and talk about how the magazine first came to life?
Notion genuinely started from a place of enthusiasm rather than infrastructure. It was a small group of people who loved music and wanted to create something that reflected the scenes they were excited by. Those early issues were made with very limited resources, but that gave the magazine its identity – it was scrappy, curious, and driven by discovery. The DIY element shaped a lot of the culture around Notion, and that sense of building something from the ground up has always stayed embedded in the brand.

What was the original mission for Notion when it launched, and how has that mission evolved as the platform has grown?
The starting mission was simple: spotlight emerging artists who deserved more attention and give them a platform that felt elevated and thoughtful. As the brand has grown, that mission hasn’t changed so much as broadened. We now cover talent across music, culture, and creativity more widely – but the core remains the same: championing new voices and backing artists before the wider industry fully catches on. The scale has shifted, but the intention is still rooted in discovery and access.

You’ve witnessed huge shifts in the music industry over the years. What have been the most significant changes since Notion’s early issues?
The biggest shift is how democratised the industry has become. When Notion began, an artist usually needed established structures behind them to build momentum. Now, audience-building can happen from a bedroom – which is empowering but also demanding. Social platforms have sped up the cycle dramatically, and streaming has reshaped how artists think about releasing music. The upside is independence and creativity; the challenge is the pace and noise. What we’ve seen is that community, storytelling, and consistency matter more than ever – those are the artists who last.

The media landscape has also gone through its own upheaval. What has enabled Notion to survive – and thrive – while so many independent magazines have struggled?
Adaptability and a willingness to evolve have been key. Notion has always been open to trying new things – expanding into digital early, leaning into social and video, and later developing a studio arm to collaborate with artists and brands in different ways. Independence helps too: it allows the team to move quickly and experiment. That combination has kept the brand relevant through several industry cycles.

Notion has a reputation for championing artists early. When your editorial team is looking for new talent, what qualities or signals make someone stand out?
It’s rarely just one thing. Strong songwriting, a clear sense of identity, and a project that feels intentional always stand out. We also pay close attention to consistency – artists who are building steadily, not just appearing because of a single viral moment. And then there’s instinct: sometimes you see an early video or hear a demo and there’s something distinctive, even if the wider world hasn’t clocked it yet. We look for potential, not polish.

In an age of viral hits and algorithm-driven discovery, how do you balance data-driven hype with long-term artistic potential when selecting who to cover?
Data can be useful, but it doesn’t lead our decisions. It’s a reference point, not the foundation. If something is exploding online, our question is always: is there an artist here, or just a moment? We’re interested in people who are building worlds, not just flashes. Sometimes the hype aligns with real artistry, and sometimes it doesn’t – our job is to look beyond the spike.

Artist presentation matters more than ever. How important are strong press shots when an artist is pitching themselves to a publication like Notion?
Press shots aren’t about perfection; they’re about clarity. Strong imagery helps us understand how an artist sees themselves and how they want their story told. It makes editorial planning easier and often signals intention. But we’ve featured plenty of artists with minimal resources – if the music and vision are compelling, we can work around imagery. Good visuals help, but they’re not a gatekeeping tool.

For independent artists hoping to land coverage, what are the essential assets or information they should have ready before getting in touch with your team?
A clear bio, links to released or upcoming music, a couple of images, and a sense of what stage they’re at. It also helps when artists or their teams communicate concisely – what the story is, why now, and what makes the project distinct. You don’t need a huge campaign. Just a clear picture of who you are and where you’re heading.

Notion has helped shape the careers of many young writers. What advice would you give to aspiring music journalists trying to break into the industry today?
Be curious about everything, not just the biggest artists. Editors notice writers who spot talent early and approach stories with real thought. Build a portfolio that shows range – interviews, reviews, longform pieces – and practice writing for different audiences. And read widely; the best writers are usually the best readers.

And for emerging artists looking to build momentum – especially without major-label backing – what’s the most valuable thing they can do to get noticed by platforms like Notion?
Consistency is everything. Regular releases, growing a genuine online community, and showing a clear creative identity all make a huge difference. You don’t need big budgets – you need clarity of vision and a willingness to keep building even when the numbers are small. When we can see that foundation taking shape, it’s much easier to get behind an artist and help amplify what they’re doing.