Junkee’s Inthemix brand disappears after 18 years
Junkee Media has shut Australian dance music publication Inthemix, folding the brand into Music Junkee.
It comes 18 months after Junkee announced the rebrand of FasterLouder as Music Junkee.
Inthemix has been running for the last 18 years
At the time, Junkee Media CEO Neil Ackland, said Inthemix would not be affected by the Music Junkee rebrand, describing the dance music title as commercially viable.
“Inthemix is still very strong, it is very differentiated in its positioning in Australia and still, in terms of audience and commercially, really strong. We’ve got events that come off the back of Inthemix, we’re deeply in that niche, we’re very committed to Inthemix,” Ackland said.
Today, in a post on the website, Junkee Media said times had changed, and Music Junkee had grown into a unique voice for all music content.
“It’s no small irony that Inthemix is now the legal age of the scene that it’s been covering for the past 18 years. Over those years Inthemix has charted the undulating rise of electronic music, festivals, DJs, nightclubs and the entire culture that it spawned. We’ve documented the full history of Inthemix in a long-form oral feature that celebrates the people, posts, and pride of place that it has in Australia’s music scene. Please take the time to remember all the good times here,” the post said.
“This change does not mean that we are giving up on electronic music. In fact, we’re pretty damn excited about where dance music is going, and we will continue to document the rise of seminal events like the Electronic Music Conference in Sydney, and the resurgence of music festivals in Australia.”
Junkee Media said dance music was now closely intertwined with popular music and culture, adding the publication would focus on the areas where music and culture collide. The new direction will be led by Jules LeFevre, who has been working on Music Junkee since launch, and who also previously worked on FasterLouder and Inthemix.
“Music is a huge part of Junkee’s heritage and will always be a massive part of who we are. The only thing we are certain about the future is that we are going to continue to evolve,” the post said.
“Thank you to every person who has been a part of the Inthemix story from the very beginning to now. It’s been an amazing ride and the people, connections, history, stories and legends will not be forgotten.”
Well done Neil, Andre and Libby. What an amazing adventure and achievement. It is not a death but an evolution.
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