The Darkness singer Justin Hawkins announced new changes he’s making on his YouTube channel. He addressed his shift in content direction in a video shared on Justin Hawkins Rides Again.
Hawkins explained his decision to pivot toward longer-form interview content. He is moving away from his previous format to focus on more authentic conversations with artists.
“I think I want to use this channel to do like I mean, I’ve kind of phased them out for a little while, but the things I’ve been enjoying the most are the chats,” Hawkins said. “So, I think it’d be lovely to to actually use this channel to do longer form interviews with either emerging artists or established artists, big names, new talents, people who have retired, for example, I don’t know, or people are in the periphery of the music trade. Stuff that I think would be interesting to talk to and and provide insight into you know this ever-changing ever undulating trade where we nobody really knows, I mean there isn’t a definitive route to the top.”
The musician emphasized his belief that authenticity will become increasingly valuable in the music industry.
“I think there’s going to be a moment in time when the commodity that matters the most to people isn’t how popular or how many people have looked at a thing or liked a thing or you know I think the really important thing is going to be authenticity especially with all this stuff that I keep going on about,” he continued. “I think there’s going to be an abundance of really average stuff. So, anything that’s authentic, real, human, and emotive, I suppose that’s the stuff that’s going to rise to the top.”
Hawkins also outlined his vision for using his platform to highlight genuine artistic content rather than mainstream commercial material.
“And I’m really happy to use my platform to shine a light on things that might just break through,” he said. “I’m not interested in doing anything that’s got that Disney sheen. I just don’t care. It’s just not interesting to me. Because I think that for a lot of people I suppose the question I always ask is what does success look like? And it isn’t numbers. I don’t think it’s hits. I don’t think it’s selling millions of records because nobody buys records. It’s not about streams because there’s only one platform that tells you how many streams you’ve got. It shouldn’t be a popularity contest. This is art. You know, we’re not selling hamburgers. This is something it can be something really beautiful and really curated, but it caters to a smaller audience the minute you start making stuff that’s interesting.”
The singer concluded by confirming his commitment to covering content he finds genuinely interesting rather than following mainstream trends.
“So that is the choice I have to make,” Hawkins said. “Do I cover the big stuff that’s got all the backing and all the everyone else is talking about it or do I cover things that are actually interesting? I think we all know the answer. I’m going to be covering things that are actually interesting. So that’s it.”
This strategic shift comes from an artist who has experienced both massive commercial success and industry challenges throughout his career with The Darkness.
Powerstation reported that The Darkness exploded onto the scene in 2003 with their now-classic debut Permission To Land. The band quickly became one of the UK’s most beloved rock bands.
Wikipedia noted that with The Darkness, band members have won 3 Brits as well as MTV, Kerrang and Classic Rock awards. This demonstrates their significant impact on the rock music landscape. This level of recognition gives Hawkins considerable credibility when discussing the music industry’s evolution and the importance of authentic content over manufactured popularity.
The band’s journey has not been without its ups and downs. Deezer documented that they split following their initial success before later reuniting. This experience of both triumph and setback likely informs Hawkins’ current perspective on what constitutes meaningful success in the music industry.
Hawkins’ emphasis on authenticity over commercial appeal reflects broader conversations happening in the rock community. Established artists are increasingly vocal about preserving the genre’s integrity against what they perceive as manufactured trends.
