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Gigwise

Gigwise was a online music news website that provided , and live reviews, exclusive interviews, coverage, and content such as photos and videos. Launched in in 2001 as a simple gig listings platform to assist local music fans in discovering shows, Gigwise quickly expanded into a full-fledged outlet, incorporating news articles, in-depth features, and event reporting. By 2006, the site had relocated its headquarters to , where it continued to grow its influence across the and through partnerships with major like the Camden Crawl and . In July 2021, to mark its 20th anniversary, Gigwise released its inaugural print magazine edition, blending its digital roots with tangible media while maintaining a primary focus on online daily content; the magazine continued with multiple issues until 2023. Gigwise ceased operations in 2024, with its website taken offline by May of that year; the domain was subsequently acquired by a different entity operating a celebrity-oriented site.

History

Founding and Early Development

Gigwise was founded in 2001 in by Simon Perlaki and , who established the platform as a gig listings site to assist local music fans in discovering live shows and events. The initiative began with a focus on the UK's regional music scene, particularly in , where the founders aimed to highlight upcoming performances, emerging local bands, and venue information to foster around live music. During its early years from 2001 to 2005, Gigwise operated on a modest scale without substantial external funding, relying on efforts to build an audience through simple online tools like basic gig calendars and user-submitted content. The site's initial content emphasized practical resources for music enthusiasts, including listings of concerts and amateur-style reports on local venues and performances, which helped establish its reputation as an accessible hub for gig-goers. As the platform gained traction, the founders faced logistical challenges in scaling operations from , leading to plans for relocation to to access broader networks and resources in the music industry. This move, executed in , marked a pivotal step in transitioning from a local-focused service to a national music news outlet, though the early base remained central to its community-driven origins.

Expansion and Key Milestones

In the mid-2000s, Gigwise relocated its headquarters from to in , a strategic move that enabled greater access to the capital's extensive networks and facilitated broader audience reach. This relocation supported the site's evolution from a regional gig listings platform to a national news resource, enhancing its coverage of emerging artists and trends. Under the ownership of Giant Digital, established in 2002 and led by co-founder , Gigwise underwent significant operational scaling during the late 2000s and early 2010s. The company expanded its digital infrastructure to handle growing online traffic, resulting in a ranking as the 's 20th most-visited news site by December 2010, surpassing competitors like .com according to data. This growth was bolstered by strategic partnerships, including collaborations with festivals that amplified the site's visibility and content distribution. A key milestone came in 2011 when Gigwise hosted its own arena at the Get Loaded in the Park festival in , , featuring acts such as , , and O.Children. This event marked the site's entry into live event production, extending its influence beyond online journalism to on-site curation and promotion within the music scene. Such initiatives underscored Gigwise's rising credibility, as evidenced by its content being referenced and reprinted in established outlets, reflecting the site's growing impact on music discourse.

Content and Format

Online Coverage

Gigwise's online platform primarily featured music news articles covering breaking developments in the industry, such as artist announcements and industry events. The site also published album reviews that analyzed new releases from both established and emerging acts, often highlighting critical takes on production, lyrics, and cultural impact. interviews provided in-depth conversations with musicians, exploring their creative processes and career trajectories. Live gig reports offered firsthand accounts of concerts and performances, capturing the energy and atmosphere of events. Additionally, photo galleries showcased high-quality images from concerts, festivals, and promotional shoots, serving as visual documentation of live music scenes. Unique to the platform were several interactive and multimedia elements that enhanced user engagement. A gig listings calendar, accessible via the site's Gig Guide section, allowed users to browse upcoming concerts, tour dates, and ticket information across the UK and beyond. In its early years, the website included a community forum where users could submit and discuss content related to music events and recommendations. Video content stood out through initiatives like the "Gigwise Office Sessions" on YouTube, featuring intimate live performances by artists such as Hidden Charms performing "Long Way Down" in 2017 and Aurora covering David Bowie's "Life on Mars?" in a similar session. These sessions, part of Gigwise TV, provided exclusive acoustic renditions and promotional videos not available elsewhere on the site. Social media integration amplified the website's reach and interactivity. Gigwise maintained a account (@Gigwise) with posts spanning over 20 years since the platform's founding in 2001, sharing news snippets, live updates, and fan interactions until 2023. On (@gigwise), the presence focused on gig photos, behind-the-scenes glimpses from events, and promotional reels, amassing over 13,000 followers as of 2023. served as a hub for broader promotions, including event announcements and community engagement, with a page boasting tens of thousands of likes as of 2023 for sharing articles and . The editorial style emphasized an independent, UK-centric perspective on both indie and mainstream music, prioritizing authentic voices from the scene. This approach was encapsulated in the site's , "reporting from behind the barrier," which underscored on-the-ground coverage of live events and artist experiences. In , this digital foundation complemented the launch of a limited edition celebrating the site's 20th anniversary. Online content production ceased in 2024.

Print Edition

Gigwise launched its print edition in July 2021 to mark the website's 20th anniversary, with the inaugural issue distributed for free on . Published by Giant Digital, the magazine ran for eight quarterly issues, concluding in June 2023. The publication adopted a 120-page format emphasizing in-depth artist interviews, such as those with and in the debut issue, alongside photo spreads capturing live music scenes from venues. Later editions continued this approach, featuring as the cover star for Issue 8 and including lifestyle pieces exploring music's intersections with culture. As an extension of its online platform, the print edition targeted enthusiasts seeking tangible media in an era dominated by digital content. Distribution focused on physical accessibility, with copies available at independent record stores and music venues across the and , in addition to online sales through the Gigwise shop. This strategy aimed to engage print aficionados amid the shift toward consumption. The magazine's content embodied key themes of , , and groove, blending with fashion insights and celebrity profiles to appeal to a broader audience.

Closure and Aftermath

Shutdown Process

Gigwise ceased operations in after 23 years, with the original music website going offline around May . The followed the end of its print edition in 2023 and aligned with broader financial pressures facing outlets, including declining ad revenues and the rising costs of content production in the music journalism sector. The shutdown process involved a gradual wind-down, with the last social media activity on Gigwise's page occurring on June 14, 2023, featuring a titled "RIP IT UP + START AGAIN…" that reflected on the site's legacy without explicitly announcing closure. Content from the original site was preserved through archiving by the Internet Archive's , allowing access to historical articles and reviews. Staff transitions preceded the full closure, with co-founder exiting Giant Digital, the parent company, in 2016 to pursue other ventures in and M&A advisory. Co-founder Simon Perlaki shifted to roles in monetization and consultation, while freelance and staff departed amid the site's declining operations. Specific details on layoffs remain limited, reflecting the challenges in the evolving landscape.

Domain Takeover and Legacy

Following the closure of the original Gigwise music news platform in 2024, the gigwise.com domain was repurposed into a new website centered on celebrity news, fashion, beauty, and lifestyle content, taken over by an AI-driven outfit and adopting the tagline "Glam. Gossip. Groove." This transformation represents a stark departure from the site's foundational role in music journalism, pivoting toward automated-style articles on broad entertainment topics such as celebrity finances, franchise ownership tips, and AI applications in business, while diminishing any focus on independent or emerging music scenes. Gigwise's legacy endures through its more than two decades of influential reporting on the music landscape, from until its operational end. The platform's coverage of reviews, lineups, and artist interviews was frequently cited and reprinted by established outlets, including and , underscoring its credibility and reach within the industry. Archived materials from Gigwise continue to serve as a key resource for researchers examining the evolution of and cultural trends. The site's cultural impact is particularly evident in its promotion of emerging artists, having hosted exclusive live sessions with acts like Slaves and The Professionals, which helped amplify and voices during their formative years. Additionally, Gigwise's extensive documentation of festivals and live performances contributed significantly to the chronicling of the independent music scene, fostering visibility for underrepresented talents over its 23-year run.

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