EVAN MALACHOSKY INTERVIEW
Some industries are straightforward. You go to school, get your degree, and put in the hours to rise up the corporate ladder. Other professions have no blueprint, leaving it up to individuals to navigate the choices before them on what can be a winding road to the top. For New York City-based writer Evan Malachosky, what started as a career in music management has lead to branding expertise by way of a position at famed lifestyle site Cool Hunting. Vivid Seats caught up with the skilled writer to learn about his background, his favorite brands, and his tips for those looking to follow a similar path.
Vivid Seats: You’ve done everything from artist management to lifestyle writing. Tell us your story.
Evan Malachosky: I think as you make your way into any creative industry, you learn that everyone got to where they are in a sort of non-conventional way—at least that’s been my experience. I started managing artists back in college as a side gig alongside writing about music. I was immersed in that world so it made sense to branch out. But, tides changed and I fell in love with writing—even though I went into college on the med school route. I would skip class to pitch magazines and worked at a hotel to sustain a freelance gig before landing a full time one.
VS: How has living in New York City influenced your writing? Has it affected your writing process?
EM: Living in New York, but especially so after having never really visited growing up, is eye opening. I didn’t live far away, but it was just never a place we would venture to. It’s a different world; it’s fast, and it’s visceral, but there’s also something inherently challenging about it too. I won’t say it’s the city that never sleeps, but if you need to get out and find a story, there is bound to be one just blocks away—look at how your block changes; ask about a space that’s changing over. A lot of the time our stories come through experience, and oftentimes those experiences need to be self-led. But, that doesn’t mean you can do it all on your own. Editors, friends, neighbors, PR people, and even family members all have an impact on my final pieces.
VS: Your role at Cool Hunting has given you access to all sorts of lifestyle brands. Which have been your favorite to work with?
EM: That’s tough. There are so, so many brands out there now doing such great stuff. A personal favorite is FEIT, though. They make great boots, and their commitment to craftsmanship is so unparalleled. I love Mister Green; Yowie, out of Philadelphia, is a favorite too. Naadam is doing great things with eco-friendly cashmere. If you’re a brand with an authentic, quality product and a bit of empathy then I think there’s always room for you.
VS: To those aspiring to pursue a career in journalism, what tips can you offer?
EM: Follow your gut. I kind of knew—sorry, parents and professors—that skipping classes would give me more time to pitch and pen drafts. I also knew, a few years later, skipping a shift at the hotel I was working at would give me just enough time to catch a bus to New York for an interview. I’m not saying that works for everyone—and by no means am I saying don’t go to your job tomorrow—but if you sense that there’s an opportunity, you should take it. Also: if you’re in journalism school and you feel like there’s an opportunity that exists beyond the curriculum, tell your professor. Do it politely—I mean, they are the professor for a reason—but explain your situation. For me, by the time I got to senior year, I’d been pitching and writing, but also reading online and print magazines for a minute. You pick up on things. Trust yourself.
VS: What advice do you have for upstart brands?
EM: Phew. New brands inherently have it tough, but their naivety can sometimes be their best asset. That doesn’t mean anybody will ignore ignorance, though: have a purpose, afford your company the time to grow into itself, invest or at least research in ways to be more sustainable, give back, and collaborate.
VS: What brands should we be keeping an eye out for?
EM: This is tough too. I think there’s so much room for the cannabis industry to grow—and beyond CBD. Honestly, I’ve spent months wondering who will be the most recognizable name nationwide once legalization gets there. In general? Brands like Resident, Our Place, Eclipse Foods, Miracle Seltzer—they’re all great. I think there’s so much room for new food and food-adjacent brands.
VS: You’re an avid music fan. Who should we be paying attention to?
EM: Peter Cat Recording Co, Berhana, Dijon, Vagabon, Peggy Gou, Burna Boy, Ama Lou, Kelsey Lu, Smino.
VS: Who should we be listening to in 2020?
EM: Everyone should be listening to more music by Nigerian artists. And more jazz.