{"id":6188,"date":"2023-08-08T07:47:56","date_gmt":"2023-08-08T07:47:56","guid":{"rendered":"https:\/\/byta.com\/howwelisten\/?post_type=interview&#038;p=6188"},"modified":"2023-08-08T08:20:26","modified_gmt":"2023-08-08T08:20:26","slug":"yaw-owusu","status":"publish","type":"interview","link":"https:\/\/byta.com\/howwelisten\/interview\/yaw-owusu\/","title":{"rendered":"Yaw Owusu"},"content":{"rendered":"\n<h3 class=\"wp-block-heading\">Where are you based?<\/h3>\n\n\n\n<p>The music and creative cultural hub that we called Liverpool!<\/p>\n\n\n\n<h3 class=\"wp-block-heading\"><strong><strong>Where do you work? What do you do?<\/strong><\/strong><\/h3>\n\n\n\n<p>I work in lots of places as I am a music and music culture creative consultant. So I work on loads of different projects across the UK although my HQ, so to speak, is in Liverpool. Right now I am working on projects for Google, PRS Foundation, Liverpool City Council, Toxteth EL8TE and a few other clients. I do everything through my creative consultancy company, Nothin But The Music. I also serve as a board member for the Liverpool City Region Music Board and Black Music Action Group and leading music talent and digital sector development organisation, Generator NE in Newcastle.<\/p>\n\n\n\n<p>All the programmes and initiatives I work on integrate music, culture and content production that focus on delivering long-term impact for creatives, brands, organisations and communities. I truly believe that the empowerment and platforming of under-represented voices, cultures and stories without a doubt strengthens and bolsters the art, media and culture we consume.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\"><strong>What are you listening to?<\/strong><\/h3>\n\n\n\n<p>I can\u2019t stop listening to these songs &#8211; which aren\u2019t the most current &#8211; but seem to just constantly stay in rotation&nbsp;<\/p>\n\n\n\n<ul>\n<li>Kendrick Lamar &#8211; Father Time<\/li>\n\n\n\n<li>Dj Khalid ft Jay-Z, Lil Wayne, Rick Ross and Fridayy &#8211; God Did<\/li>\n\n\n\n<li>Lil Durk ft J Cole &#8211; All My Life<\/li>\n\n\n\n<li>Sampha &#8211; No One Knows Me Like The Piano<\/li>\n\n\n\n<li>KOJ &#8211; Blue NotesThe Carters &#8211; Black Effect<\/li>\n\n\n\n<li>Frank Ocean &#8211; We All Try<\/li>\n\n\n\n<li>Little Simz &#8211; Gorilla<\/li>\n\n\n\n<li>Michael Aldag &#8211; Socializing EP<\/li>\n<\/ul>\n\n\n\n<p>I am also deep into the following podcasts:<\/p>\n\n\n\n<ul>\n<li>Akimbo &#8211; Seth Godin<\/li>\n\n\n\n<li>The Old Man and the Three<\/li>\n\n\n\n<li>Idea Generation<\/li>\n\n\n\n<li>The Diary of the CEO<\/li>\n<\/ul>\n\n\n\n<p>I may just spend as many hours listening to podcasts as music right now, I think.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\"><strong>How do you discover new music?<\/strong><\/h3>\n\n\n\n<p>Every way possible really; in my home my wife still plays the radio and has it on constantly during the day. She flicks between many wide-ranging stations through the day so I am always hearing new stuff plus classics sprinkled throughout. My 10 year old son and my 17 year old step-daughter are on TikTok and Youtube Shorts so I\u2019m always hearing brand new things and artists through them. Then naturally through my work, I am always discovering new artists and new music directly through talented music creators and managers. I am also known to Shazam every now and again as I go around and hear some nice and new music.<\/p>\n\n\n\n<p>I used to Exec produce a lot of radio shows for BBC national radio so I was constantly getting new music sent to me too. And I am still on a few.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\"><strong>What formats do you usually listen to? LP, CD, Cassette, Digital, Streaming Services? Why?<\/strong><\/h3>\n\n\n\n<p>I have a home office (since the pandemic) so home and work sometimes mix &#8211; so definitely a lot being listened to at home. But I would say I listen to even more music on the move. So gym, school run, on the way to meetings, travelling. It\u2019s also where I tend to listen to more <em>new<\/em> music. In fact after I finish this interview, I am going to listen to a preview of Michael Aldag\u2019s debut album, which doesn\u2019t have a release date, while I go for a run.<\/p>\n\n\n\n<blockquote class=\"wp-block-quote is-style-large is-style-plain has-medium-font-size is-layout-flow wp-block-quote-is-layout-flow\">\n<p>&#8220;I have a vinyl player and a decent amount of records. About 600-700 CDs and even some tapes from back when. BUT I am a streamer. It\u2019s easier and works better for me.&#8221;<\/p>\n<\/blockquote>\n\n\n\n<h3 class=\"wp-block-heading\"><strong>Where do you do most of your music listening?<\/strong><\/h3>\n\n\n\n<p>I definitely get a bit of music before it comes out through music creators and industry folk who may want my opinion. I love that. Through the various talent development programmes I design, deliver or support, I have the luxury to be in a position to advise a lot of creative people so I get sent music early for my opinion.&nbsp;<\/p>\n\n\n\n<p>I\u2019m super excited for so many releases that are coming up from a range of different artists that I have heard in a LOT of mailout lists too so I am on it.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\"><strong>How do you find and listen to pre-release music?<\/strong><\/h3>\n\n\n\n<p>I have a vinyl player and a decent amount of records. About 600-700 CDs&nbsp;<\/p>\n\n\n\n<p>and even some tapes from back when. BUT I am a streamer. It\u2019s easier and works better for me. I am an Apple Music guy. We have a decent system at home with interlinked Homepods and I have carplay in my car so music can be constant throughout.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\"><strong>What are your frustrations with listening to music digitally? Any benefits?<\/strong><\/h3>\n\n\n\n<p>I hate being sent music by WhatsApp as the labelling is a myth and it is easy to miss. I hate being sent attachments without proper labelling\/metadata too because they go into my music app and it means nothing as the volume means that if I don\u2019t listen straight away, it can get confusing. I always remember that from servicing music to radio &#8211; add your name &#8211; song title etc to the MP3. Or send links.<\/p>\n\n\n\n<p>As a consumer, I remember the hunt for releases in record stores, which was&nbsp;exciting. Then reading the album sleeves and having to wait to hear the songs.&nbsp;Then making time to sit and listen to the album. I do miss that whole experience.&nbsp;Now so much music is available so I do find it hard to fully ingratiate myself in that&nbsp;experience because it is so easy to listen and there are so many releases.<\/p>\n\n\n\n<p>I think I really get excited for new artists with a point of view, or generational talent&nbsp;who create amazing bodies of work or new and exciting waves and genres and \/ or just new ways of delivering work. So a new Kendrick album or forthcoming Sampha album, or someone new like TEMS getting going, or a Beyonce show, or&nbsp; Jay-Z Book of Hov exhibition\u2026 or the roll out of Guvna B\u2019s album. They capture my whole imagination and make me cherish and experience the music differently. That energy.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\"><strong>How do you keep track of everything you are listening to?<\/strong><\/h3>\n\n\n\n<p>If it is released I save it or add it to my own playlist. The playlist is the realest&nbsp;streaming dedication hahaha. That means I\u2019m involved.<\/p>\n\n\n\n<p>If someone has sent me an <a href=\"https:\/\/byta.com\/kb\/article\/file-formats-metadata-explained\/\" target=\"_blank\" rel=\"noreferrer noopener\">mp3<\/a> of an unreleased track, I save it to a folder on&nbsp;my desktop called PENDING. That means I am always drawn to it, along with important unfinished work stuff. So I\u2019m on it daily.<\/p>\n\n\n\n<div class=\"byta-callout grid-cell grid--full pad-30 border-grey text-center\"><h3 class=\"blue-dark\"> Byta delivers fast and secure audio sharing<\/h3><p class=\"blue-dark p-regular set-width\">With Byta you are in control of your music. <\/p>\n<a href=\"https:\/\/byta.com\/what-is-byta?utm_source=interview-intext&#038;utm_medium=hwl&#038;utm_campaign=signup-promo\" class=\"button_wrapper\"> <span class=\"button bg-melon mar-top-30\">Read More<\/span><\/a><\/div>\n\n\n\n<h3 class=\"wp-block-heading\"><strong>Do you tip other people off to new music? How?<\/strong><\/h3>\n\n\n\n<p>I\u2019m not necessarily that person who pushing loads of music on to others. I tend&nbsp; to ask who people are listening to moreso. I\u2019m curious like that. That said, I do&nbsp;<\/p>\n\n\n\n<p>share good artists with people I think would be interested. Usually that\u2019s professional &#8211; so me curating an event \/ festival or me putting forward people for financial support, opportunities or to form new working relationships.&nbsp;<\/p>\n\n\n\n<p>In my personal life, I think I do it but very informally. I\u2019m constantly trying to get younger people to listen to \u2018older\u2019 music, which to them, is actually new music technically as they have never heard it.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\"><strong>Anything you want to \u201cpromote\u201d?<\/strong><\/h3>\n\n\n\n<p>Oh there\u2019s so much &#8211; make sure you check out all the things I work on &#8211; so <a href=\"https:\/\/prsfoundation.com\/powerup\/\" target=\"_blank\" rel=\"noreferrer noopener\">POWER UP<\/a> and the <a href=\"https:\/\/www.limfestival.com\/onrecord\/about-limf-academy\/\" target=\"_blank\" rel=\"noreferrer noopener\">LIMF Academy<\/a> &#8211; we have just announced new programmes and cohorts which last for a year. Very exciting and very impactful. <\/p>\n\n\n\n<p>Also keep your eyes peeled for the Google project I referred to earlier &#8211; as that is launching very soon. In terms of music, and Liverpool specifically (I need to shout about it) &#8211; very exciting movements by Michael Aldag, Girls Don\u2019t Sync, Koj and SSJ. Honestly keep your eyes on them!<\/p>\n","protected":false},"author":4,"template":"","tags":[],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v23.5 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>Yaw Owusu: Interview - #HowWeListen from Byta<\/title>\n<meta name=\"description\" content=\"Yaw Owusu is a Music Culture Creative Consultant based in Liverpool, UK. 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