Now and then I check the Spotify top 50 charts and my gut reaction is a wince.

I approach the music without prejudice and will always be fascinated by what makes a hit a hit, but other than my musicological curiosity. The music more often than not, is not for me.

I’ve come to learn that there is are fundamental reasons why the chart music does not work for me.

One reason is that my musically trained ears usually require something with a bit more sophistication.

Another is maybe that the production is a bit run of mill. Super loud, super compressed and sound choices that are being used at the time simply because their fashionable.

The most important reason is that my values as to what music means to me is rarely aligned with what is in the charts.

As a result. If I mentioned my top favourite albums to anyone around me, it is unlikely they have heard it.

I choose music that speaks to me in a way that is more personal, weird and interesting.

That is okay.

We are an era where hits mean very little. TV especially seems to be going through an extraordinarily exciting period of creative development where shows are coming up that are unique and tailor made for an audience with a specific taste.

If you aim to target only 1% of the population of the U.K. with what you create, that’s still 660,000 people.

It’s good to have a space in your creative output where you maintain a full sense of integrity, stay true to what you want to achieve and work in your niche.

Everyone else is already taken.

P.S. If you might like the music I like, below is the playlist. There is no better marketing tool than word of mouth.