Summary In this conversation, Seven Dunbar interviews William Zimmerman, founder of Mooncoil Media, a PR and branding company specializing in goth, post-punk, and industrial music. They discuss the origins of Mooncoil Media, the importance of building relationships in the music industry, and the unique challenges faced in niche genres. William shares insights on the significance of visuals in branding, the impact of community, and how to navigate controversies. He emphasizes the need for artists to engage with their audience and the importance of resilience in the face of failure. The conversation concludes with William's thoughts on future aspirations and advice for artists. Takeaways William Zimmerman founded Mooncoil Media to help underground artists.Building relationships is key in the PR industry.Mistakes in PR often stem from a lack of personal connection.Visual identity is crucial for a band's branding.The goth scene has its unique challenges and drama.Community support has grown stronger post-COVID.Handling controversy requires careful navigation.Finding balance and inspiration is essential for creativity.Artists should engage consistently with their audience.Failure is a learning opportunity, not the end. Chapters 00:00 The Birth of Mooncoil Media03:44 Building Relationships in PR06:43 Learning from Mistakes09:32 The Impact of Visuals12:47 Crafting Compelling Stories15:31 Navigating the Goth Scene18:50 Challenges and Opportunities in Niche Genres22:13 Handling Controversy25:02 Finding Balance and Inspiration28:05 Future Aspirations and Advice31:12 The Importance of Resilience37:07 Julia close.wav Sound Bites "Engage, engage, engage.""Refuse to give up.""This is all I do all day."