Why Every Artist Wants a Seat on Jake Shane’s Couch

For years, the artist press cycle followed a predictable format: an artist sat down with a journalist, discussed their latest release, and a handful of quotes would circulate as headlines.

Now, some of the most memorable artist moments happen in a completely different way. Podcasts, social media, and livestreams have come to dominate the promotional landscape, giving audiences a new type of access to celebrities.

Recently, I found myself watching KATSEYE’s episode on Jake Shane’s Therapuss podcast. While the appearance was meant to promote the group’s latest single, “Animal,” the conversation rarely felt like a traditional press interview. Instead, I felt like I was watching friends catching up.

Wrapped in thick, fluffy blankets on a couch, KATSEYE chatted about everything from their dating lives to their love of Ariana Grande. Rather than rehearsed answers about an album or tour, Shane invited fans into a relaxed conversation that highlighted the members’ chemistry, humor, and personalities.

Whether it was laughing about the less than glamorous reality of their hair constantly blowing in their face during Coachella, Megan recalling her mom embarrassing her in front of BTS, or Lara sharing the story of an ex-boyfriend challenging Omar Apollo to a dance battle, it was endearing to see the group’s natural dynamic unfold. For fans, spontaneous storytelling, jokes, and unscripted moments are often just as valuable as hearing about a new release. It’s these moments that get clipped and spread rapidly across TikTok, Instagram, and YouTube Shorts, reaching audiences beyond the original podcast episode itself. Sometimes, they can even become someone’s first introduction to an artist.

In fact, before I ever listened to a KATSEYE song, I stumbled across a clip from one of the group’s livestreams. The members were laughing and improvising a song about staying in school. It wasn’t particularly informative, yet, I found myself giggling at their antics and feeling drawn in by their chemistry. Before I knew it, I was looking them up. I wasn’t just curious about their music, I was curious about them.

While traditional interviews still hold value, the rise of podcasts, livestreams, and social media content has introduced a different angle for artists to share their stories and express themselves in the public eye. Sometimes, the moment that introduces someone to an artist isn’t the single itself, but rather it’s the feeling of connection to the person (or people) behind it.

In a world where fans are searching for something more personal, maybe every artist should take a seat on Jake Shane’s couch—because sometimes the best promotion doesn’t feel like promotion at all.