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