Why the Best Artist Interviews Don’t Feel Like Interviews Anymore

Tips from a college student with two years of celebrity interviews under their belt.

Written by Clare Fox

Ten years ago, an artist’s press run might have consisted of radio interviews, magazine features, and late-night TV appearances. Today? You’re most likely seeing artists on a podcast, a street interview, or a TikTok clip where Kacey Musgraves is somehow teaching Jake Shane about time zones.

Fans still care about the music, but more than ever, they want to get to know the person behind it. If you think about some recent “viral” artist moments, most aren’t carefully rehearsed soundbites. They’re funny and unexpected, but most importantly, they’re human. Whether it’s an artist sharing an embarrassing story, getting caught off guard by a question, or debating something completely unrelated to music, fans love seeing moments that feel genuine.

After spending another CMA Fest interviewing artists for UMLive on Twitch, I kept thinking about why these moments resonate so much. This was my third time doing so through the platform, and I realized the best interviews rarely come from the perfect question. They come from creating a space where artists feel comfortable enough to be themselves.

Twitch Changed My Perspective on Interviews

I always thought livestream interview = pressure. is. on.

Last year at CMA Fest was my first time ever interviewing artists, and I was thrown straight into the deep end! Four days of interviews, unpredictable weather, and absolutely no idea what to expect. I spent so much time worrying about asking the right questions that I forgot the most important part: having a conversation.

But one thing I’ve learned through working with our UMLive team is that great interviews aren’t about perfection. They’re about connection.

Twitch is incredibly community-driven. The audience isn’t expecting a perfectly polished broadcast. They’re fans commenting in real time, reacting to funny moments, and genuinely excited to see artists in a more relaxed environment.

This year felt completely different. We had an indoor setup (a huge win), longer interview windows, and more space to let conversations naturally unfold. Instead of trying to run through a list of questions, I focused on making the artists feel comfortable. I even ended a few interviews with a paper fortune teller (yes, the ones from grade school lol) and the artists had SO much fun with it. Nothing groundbreaking, but sometimes those moments revealed more personality than any carefully planned question ever could.

And honestly, I think the interviews were better because of it.

A Few Things I’ve Learned Along the Way

• Energy Is Contagious: Artists can immediately tell when you’re trying too hard to be “the interviewer.” The best conversations happen when you show up as yourself. If you’re excited, curious, and genuinely interested in what they have to say, they’ll usually meet you there.

• Prepare Everything, Then Let Go: Do your research, listen to the music, and come prepared with questions. But once the interview starts, trust yourself enough to go off script. Some of the best moments come from unexpected follow-ups, not the question you spent an hour perfecting the night before.

• Remember That Artists Are People: This sounds obvious, but it’s easy to forget. Artists spend all day answering questions about releases, tours, and projects. Sometimes the most memorable conversations come from giving them space to talk about something completely unexpected.

At the end of the day, the best interviews aren’t built on perfect questions. They’re built on genuine conversations. And in a world where fans increasingly want to connect with artists as people, that’s what matters most.

Happy interviewing!