An Interview with a Journalist: Alex Cherry

In the vibrant landscape of Virginia's music scene, one name resonates with an unparalleled passion for music discovery and storytelling: Alex Cherry. A seasoned music journalist and publicist, Cherry's dedication to his craft is as palpable as the rhythms he uncovers.

By day, he contributes to prestigious platforms like Norbu magazine and Swidlife, weaving narratives that elevate emerging artists into the spotlight. Yet, it's in the quiet moments of his free time that Cherry's true dedication shines.

As the founder of Novice Principles, his own media publication, he tirelessly champions burgeoning talents and cultivates a community driven by a shared love for music exploration. With unwavering diligence and an insatiable appetite for uncovering the next sonic gem, Cherry stands as a beacon of inspiration in an ever-evolving industry, tirelessly pouring his heart and soul into amplifying voices that deserve to be heard.

When did you realize that you wanted to be a music journalist? I have always had an interest in music and the idea of being involved in the industry in some way. When I was younger, I used to watch shows like 106 & Park with AJ & Free, Eliott Wilson & B Dot, and Angie Martinez to study how they conducted interviews. It wasn't until the peak of the pandemic, between 2020 and 2021, that I began to seriously consider pursuing a career in music journalism. I wanted to combine my passion for music with my love for writing, starting with writing about my favorite artists from Virginia. However, little did I know that my journey would lead to something bigger than I could have ever imagined."

Do you still get nervous when conducting interviews, if so how do you deal with the nerves? Absolutely. I am realizing as the “persona” of the artists I interview gets larger, I feel like each interview of mine is the biggest one yet. That small portion of my brain that thinks about the aura of the artist keeps me focused on the task at hand which is delivering the best interview possible that everyone will enjoy.

How do you prepare for your interviews? I do my due diligence. It doesn’t matter if I have interviewed the artist before. I research what’s been happening in their life within the music and outside. I love talking to artists as if we’re friends and have known them for years. It’s always my goal to get their personality to shine while interviewing. I always find myself listening to their most recent release(s), catalog, and past interviews for about a week-long period just to prepare. I want to be as well-versed as possible so that when I have these conversations it’s from the lens of a fan.

Can you share some insights into your typical workflow when researching and writing about music? Yep. Like I said before, I do my due diligence. I am also just a fan so I always find myself surfing social media for artists through my peers, suggestions, the Novice Principles following, etc. I am also blessed to be able to write for two powerhouse publications focused on emerging artists (Swidlife & Norbu Mag). I always feel challenged to research who I feel is the “next” biggest thing. As a journalist, you want to be precise. We write about so much music you can get jaded and be lost in the art form. My goal has always been to be as passionate as possible. If I write about an artist, it’s because I truly believe in them.

What advice would you give to those who want to become a music journalist? Just jump into it. I started my own publication (Novice Principles) off the strength of my love for music. Even now, I am still figuring things out by the day between pitching to artist teams, how I want to write, etc. There’s always something to learn that will make you greater. I never once thought about an audience but when you are consistent, people will pay attention to what you have to say.

Who is your favorite music artist? There’s an easy answer to this but for those who read this, I want them to learn about RuhanaG, SHANN, SPOOK, Korin, and Lisha G. Those are the main emerging artists I have been paying attention to and in my rotation.

How do you feel when people say journalism is "dead" or not is the same? I understand the premise why that is a narrative but it’s simply not true. Many people’s understanding is limited to those few media people we all see. The underground music scene however is filled with so many talented journalists who are doing great work. I love seeing my peers’ work and how they are navigating their respective careers.

How do you stay informed about industry trends and developments in the music scene? The days move at such a rapid pace it’s so difficult but the main sources are honestly social media. The hardest part about being a journalist is that you have to be connected to society even if you don’t want to.

What has been your favorite moment since working in the music industry? I have had so many it’s hard to say. I know I haven’t even scratched the surface of how great things are going to get but I am ready for what’s coming.

What role do you believe music journalism plays in shaping public perception of artists and their work? It’s more important than people may think. We are the “gatekeepers” in a way to me. It’s a privilege to have someone who can put into words your music and share it with a public audience. You never know who knows who.

Do you think your reviews shape how fans and readers will feel about the song or even the artist? Yes, I do. Every journalist has a following of people who want to hear from them. However, your writing style always stays true to you because it is benefitting your career more than you may know. I am a major proponent of the storytelling aspect. The artist’s story of who they are tends to be my focus so I do believe fans and readers get a better idea of who an artist is based on whoever I cover.

How do you handle criticism or negative feedback from artists or readers regarding your reviews or articles? Maybe I need a new challenge, to be honest. I can honestly say directly I haven’t faced any real criticism as of yet. I appreciate my journalist peers who look out for me though when it comes to edits or small tweaks they catch after reviews are publicized. I believe I have so much more room to grow and never take my position as a journalist for granted.