Inside London: Jules Cromwell on Mixmag, London Club Culture & 20 Years Inside the Music Industry

In this Inside London edition of Loud & Unfiltered, Alex Jukes sits down with Jules Cromwell - one of the most respected figures in the UK music and media industry. From Top of the Pops to nearly two decades at Mixmag, and now Global Commercial Director at Clash, Jules shares unfiltered insights into how London shaped global club culture and why the city’s grassroots creativity still matters.

She talks about building her career in media, working with global brands like Diageo and Volvo, the creation of the Mixmag Lab, and the wild, unrepeatable moments that defined an era. Jules also discusses founding Stoho House, a charity club night raising thousands for local causes, and reflects on how the industry can continue to nurture community, inclusivity, and connection through dance music.

What You’ll Learn

• How Jules broke into music media via Top of the Pops
• The evolution of Mixmag and the rise of global dance culture
• Behind the scenes of The Mixmag Lab and legendary office raves
• How brand partnerships reshaped the music business
• The story of Stoho House and giving back to London’s grassroots venues
• Why networking, creativity and community still drive the scene today

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Key Moments:

0:00 – Welcome to Loud & Unfiltered: Inside London Series 02:00 – How Jules landed her first job at Top of the Pops 04:50 – Breaking into Mixmag and the early 2000s media boom 07:30 – The evolution of Mixmag and the birth of The Lab 11:20 – The Vegas years and rise of branded dance culture 13:50 – Founding Stoho House and raising £30k for charity 16:40 – The power of community and DIY club nights 20:10 – How London’s club scene changed post-Covid 25:00 – London venues that shaped club culture 28:00 – Networking, blagging, and the art of the hustle 32:00 – The future of Clash and global music media 35:20 – Final thoughts: keeping London creative and connected