The trade press plays a vital role in the hairdressing industry by keeping professionals up to date with the latest trends, techniques and products. It provides inspiration, education and a platform for sharing knowledge.

Tupelu.com is a reference point, there is always a different way of doing things, and they do it. Everything goes through their filter, through their love for the sector, and through their way of explaining current events to us. Totally personalized information that often makes us reflect.

We spoke with its founder Xavier Bustamante, of how he sees the current situation of our universe.

In an increasingly digital world, does the hairdressing sector read and have an interest in the professional press?

I think so, hairdressers still want to be informed about the latest developments and news in the sector, whether through reading, video or podcast. Today's hairdresser is aware of the latest developments and launches of his favourite brand of products, of his tools and even of his favourite events, all through the advertising channels of the brands themselves. But in this society, in which we are constantly bombarded by information and offers from all sides, the professional turns to the sector's media to compare this communication. In the same way, he turns to our media, in search of the most relevant information from the brands he does not usually work with, thus comparing what they offer with the ones he uses.

What are the biggest challenges facing your media outlet in the current media landscape?

Our main challenge is economic survival. Despite being a digital medium, the costs of equipment renewals and constant improvements to achieve higher quality are a burden that seems invisible. Needing a good mobile phone to take a selfie and upload it to social media is not the same as needing an editorial team, photography or video equipment, post-production equipment to manipulate that raw material, constantly updated web development to make all the information available, etc.

On the other hand, the misinterpreted concept of collaboration has led us to being asked for help on countless occasions for free, assuming that we are unaware of the bills that must be religiously paid every month.

We are media sponsors of many events because we believe in the cultural transmission work that we must do, but apart from that, we are companies that need to earn money.

What does an event like UPP THE SHOW bring to the sector?

First of all, fun.

Seeing great professionals like the ones you present working on stage is a cultural, educational, but also fun event. Learning in an environment like this, which also allows interaction with other professionals, is a luxury in itself.

It is one of the few annual events in our country that brings back the format of a big show on stage, with big names who share their experience with their colleagues.

How are digital media outlets tackling disinformation and promoting truthfulness in the era of social media and rapid news dissemination?

It is difficult in these times, the only way to address this serious problem is to continue providing pure and simple information. We are required to be 'effective' in communication, so that this communication reaches a wide sector of professionals, but in a measured way as if the spectrum to be covered were the entire world population.

Immediacy, when the information sources themselves (including many professionals with their collections) reserve the scoops for their own information channels (RRSS, websites, etc.)

Brevity: the length of videos is measured in seconds and any post on social media that exceeds 100 characters is considered penalized in the reader participation index.

Comprehensibility: According to the majority belief, communication must be, at most, complex enough for a 1st year ESO child to be able to understand it.

So, I think that fighting disinformation with these huge limitations is a titanic effort, doomed to failure. The only way to gain credibility and be able to fight against this disinformation is to break all the limitations, so, obviously, only the most enthusiastic and alert reader will be able to fight against fake news and biased information.

News personalization is a growing trend. Could it be the key to differentiating yourself from the rest of your competition?

It may be that key, as long as objectivity and the information itself are not lost sight of…

For or against: artificial intelligence or data journalism. Can they distort the media a little?

The magnitude of the impact of AI on all areas of our society is unimaginable. There is a tendency to value it and imagine its impact, taking into account the good and rational use of this powerful tool, although humanity has repeatedly shown that, in the worst possible use of any invention, it is capable of going one step further. In the hands of manipulators and unscrupulous people, it can organize disinformation campaigns that are difficult to unmask. What information will be credible? At the very least, it will require more attention and dedication to be better informed... or increase the level of general skepticism...

Describe for me in one line the importance of hairdressing training.

Without training, we are condemned to repeat the same mistakes over and over again, and to create the bob as a novelty until the end of time.

What is your vision of the future role of professional media in society?

As I mentioned in the section on AI, if we survive as professionals, those who cling to presenting reality and not wishes about it will be the guide for a minority that will seek objectivity in a sea of deafening noise.

You can follow all the latest news from the world of hairdressing at www.tupelu.com