Without a few key ingredients, Bellingham’s thriving live music scene simply wouldn’t exist. The recipe for music scene success in any town — artists, fans, venues, and promoters — is simmering in our community today. New bands are welcomed into the mix through a variety of open mic nights across town. Several venues open their doors to musicians, bringing local, national and international acts to our humble little city. Promoters get the word out, and fans attend shows on a regular basis. But it hasn’t always been this way.
In the late 90’s, Bellingham’s music scene was brimming with potential. Western Washington University student and Ferndale refinery worker Ben Gibbard formed his band Death Cab for Cutie in 1997, releasing the band’s first studio album a year later. Death Cab, of course, went on to be very successful. However, there was a big need for music promotion in Bellingham at the time. What’s Up! Magazine was born out of this need.
As a former live music photographer for What’s Up, I approached editor Brent Cole with some questions about the magazine’s formation, its evolution over the years, and its future.
Brent launched the magazine with a partner in March of 1998. “We started it because there were a lot of great bands like Death Cab, Sharpie, and Eureka Farm. Nobody was talking about these great bands, so people weren’t necessarily going out to see them. Or at least not in the numbers we thought they should,” Brent says.
With the internet in its infancy in the 90’s, few music-related websites existed at the time. Bellingham musicians had virtually zero online presence; print media was still king. “I got my first email address because of the magazine,” Brent admits. “What’s Up! started without a business plan, without any money — just with the intention of talking about all these great bands. We were inspired by the right bands at the time.”
Now in its 18th year and 215th issue, What’s Up! continues to share that musical inspiration. One of Brent’s favorite aspects of the job is working with fellow creatives — bands, writers and photographers. “These are my people,” Brent says. “They’re who I’ve always enjoyed working with, even before What’s Up!”
Of course, running a magazine is not without its setbacks. Brent cites finances and competition with digital media as some of his greatest challenges over the years. “When we started out, it was just print, and now we’re competing with all the different social websites. There’s a lot more money to be made now, but a lot more people splitting up the pie,” Brent explains. “But we find a way to make it work.”
When I asked Brent to weigh in on the print vs. digital debate, he offered some well-tuned insight. “I kind of see print being like vinyl — where it might not be the end-all-be-all anymore — but it’s still really important to a lot of people,” Brent says. “There’s a validation that comes from being in print, so I think it will be around for quite awhile.”
Beyond the shift to digital, Brent has observed other changes in the music industry over the years. In Bellingham, the most tangible shift has been in the availability of live music. “When I started out, you would rarely see shows Sunday through Thursday,” Brent explains. At the time, it didn’t make sense for venues to hold weekday shows, because of low attendance. Today, due to better promotion through channels like What’s Up, “you can open up the mag and find a killer show happening any day of the week,” Brent says.
As a music magazine editor for nearly two decades, Brent has worked with countless artists over the years. Today, he’s as excited as ever about new (and not-so-new) talent in town. “Hello, I’m Sorry is this really rad, new, very young pop band. I really like The Co Founder — that’s Hayden Eller and he also writes for the magazine now,” Brent says. “Wild Throne is mind-blowing. They just played a huge festival in Ohio as part of their US tour. They are just unbelievably good.”
Beyond the music magazine, Brent also works on What’s Up! sister publication, Grow Northwest, with his wife Becca. “She kind of taught me how to run a magazine because she had tons of experience,” Brent says. As co-producer and layout designer of both magazines, Becca “has an unbelievable influence on What’s Up,” Brent says.
Becca and Brent are looking forward to celebrating What’s Up’s 20-year anniversary in 2018. “It’s going to be a real sense of accomplishment for us,” Brent says. And if the What’s Up! Awards Shows or past anniversary parties are any indication, the 20-year celebration will go down in truly unforgettable Bellingham style.
“Bellingham hits you a certain way, and if you can’t shake it you’ve gotta be up here,” Brent says. “It is really an incredibly special, cool town.” A sentiment — I think — that many of us share.
What’s Up! Magazine has been instrumental in promoting Bellingham’s music scene for 18 years. By giving a voice to young musicians, writers, photographers, and other artists, the magazine has helped launch many successful creative careers and inspired thousands of readers to support local music. Check out the latest issue to find out what’s up in local music today.
