LETTER FROM THE EDITOR

What actually is a media job? Why am I getting free shit? And what does the future of the industry look like?

To most, media is the mythical industry that doesn’t really exist. Free gifts, restaurant launches, and remote working seem like a job that really is too good to be true. As the editor of this outlet, I’ll be the first to admit that in terms of jobs, mine’s pretty fucking dandy.

What a lot of people don’t know, however, is what working in the media industry actually looks like. Before entering the space, I like most assumed that it mostly encompassed TV reporters and journalists hanging outside a courthouse with a dictaphone. Maybe an advertiser here or there. And I think in many ways, and for many reasons, it’s designed to appear vague.

That’s changing now because I’m about to give you the rundown on at least the basics, and my very nouveau experience of it all.

So what is the media industry and what jobs does it include?

The sky’s the limit when it comes to media. Particularly in an age where there’s a new app, new technological development, or new-whatever-thing, it’s perhaps one of the most expansive and all-inclusive industries around. Ask me for my twenty-word or less summary? Essentially, it’s advertising-cum-entertainment. We’re essentially real estate agents listing space in your brain for rent. That sounds creepy (and, when in the wrong hands, it is), but it’s true. Whether you realise it or not, your time and attention is a commodity that gets valued and quantified every minute of every day.

Now, before you delete TikTok and turn off the news, hold up a moment. This is not necessarily a bad thing. Like any business, a value transaction occurs. Typically this would refer to some form of financial payment for a service. In media, it’s your eyeballs swiping that card. Entertaining content, written recommendations, and breaking news are all available to us in bucketloads, often for zero financial cost. At the end of the day, the suppliers of all this entertainment are still a business. Rather than paywalling this content, they’re slotting in an ad, promo, or sponsored post every now and then, whilst still trying to make it as fun as possible.

Some might not share the same definition, but if you were to ask me? Media jobs range from influencers, to reality television, to writers, and even your favourite celebrity’s most recent brand collaboration. In some form or another, these people and groups create space, build attention, and then rent it out when it’s time to pay the bills. On your end, you’re left entertained (hopefully) and usually with access to free content.

So what’s a typical day like?

As a writer, I’m about to sound like a wanker when I say there is no core routine. That being said, there are a few non-negotiables. Keeping you entertained (particularly on social media) means I need to be constantly on, looking out for what’s trending, what people find funny, and most importantly, what people want to talk about. A lot of scrolling happens, and I’m still slightly terrified at how many hours a day I’m clocking on my phone. The same applies to news developments and having a general understanding of what’s going on in the world.

During the day hours is when shit’s getting done. Lots of writing, editorial planning, and forecasting on what we should be talking about, on-street interviews, and business development. I’ll be the first to shout from the rooftops that, as someone who loves nothing more than hearing their own voice, it’s the most fun I could possibly have.

What people tend to skip past, however, is the after-hours required when it comes to media. I’m not just talking about breaking news stories that happen overnight and on weekends (cue Trump shooting, how inconvenient lol). I’m referring to the PR and other networking events that get thrown our way multiple times a week. Not only are they key for shooting content and building relationships with potential clients, but these places are the mecca for networking and getting your name on the map.

So what about PR events and what happens at them?

PR events are super fucking weird. I remember when I was invited to my first one at the ripe age of 22, with no real job outside my internship at the time, no friends in the industry, and no clue why a whisky brand was emailing me to come to a party. I literally rocked up solo, listened to a speech about whisky, drank far too much of it, and inevitably landed my first paid job in the industry.

Since then I’ve learned a lot. No two are really the same, but at the end of the day, each one shares the common intention of buttering you up for some promotional material. This is why they often come across as the most lavish, outrageous, and over-the-top events on social media. The bigger they are, the more likely they’ll attract attention. It’s essentially corporate peacocking.

Most of them involve drinks, canapes, and networking, typically with a brand spokesperson making some form of announcement towards the end. Yes, they do involve gifts and other freebies, and yes, it is fantastic. In fact, I’m currently writing this piece onboard the Utopia of the Seas, Royal Caribbean’s newest ship that they’ve flown me out to Florida to experience (and write about).

Like I said, pretty fucking dandy.

So are there any downsides to the job?

I’ll be the first to wave the ‘I have the best job in the world’ flag loud and proud. But make no mistake, like anything good, it hasn’t been easy getting here (and there’s still a long way to go). I’ve been working in the industry for about four years now, and it’s only in the past two months that I’ve started earning a liveable (or any for that matter) wage. Before that, my job as a freelancer could have been considered more of a hobby than anything else. Hours of emails to editors, networking at PR events, and second-guessing as to whether it was all really worth it.

The perks and glamour of the industry make it incredibly competitive, and the principle of ‘who you know, not what you know’ couldn’t ring more true. A free bottle of whisky every now and then is great, but it certainly doesn’t pay the bills.

And don’t even get me started on the imposter syndrome.

Either way, I’m incredibly grateful to be in the position that I am right now, but it’s not sheer luck that’s got me here. It’s a combination of hard work, stubbornness, and most importantly, privilege. In that sense, the industry is certainly flawed. There’s no chance I’d be typing this article right now hadn’t it been for my parents financially backing me behind the scenes.

So what does the future of media look like?

One thing I know for sure is that no one can answer that. The job cuts that are happening across the country and amongst industry colleagues is jarring. They also reveal an inherent and permanent shift in the media landscape, and the way forward isn’t all that clear yet.

What I do know, however, is that the So Sydney! project is ready for it. It’s possibly the worst time in history to start a media company, and yet it’s the best time to disrupt it. The task at hand is completely and utterly terrifying, and that’s what makes this job so fun.

And yes, I do write this on a cruise ship two aperols down. And I see absolutely no problem with that.