Independent Entertainment Media, Built in Los Angeles
It’s Not You It’s Me Media is an independent entertainment publication covering music, film, television, men’s fashion, live events, visual culture and artist discovery — with original reporting at the center.
Our Story
A personal creative project that grew into an independent entertainment publication.
In 2009, Anthony De La Cruz launched It’s Not You It’s Me as a creative outlet rooted in music, fashion, art and the artists who rarely fit neatly into one box. What began as a personal blog evolved into It’s Not You It’s Me Media, an independent Los Angeles publication with a broader editorial voice and an increasingly global audience.
Today, INYIM covers emerging and established artists across music, entertainment, men’s fashion, film, television, live events and visual culture. The publication pairs daily discovery with original interviews, direct-source updates, red-carpet reporting, archival music features and on-the-ground coverage.
The 2025 relaunch modernized the publishing experience, while 2026 has pushed INYIM further into original reporting, exclusive interviews, direct artist responses, event access and an expanding social audience.
What we are not: INYIM is not built around rumor-driven celebrity gossip. We favor discovery, access, context, original reporting and stories with a reason to exist beyond the headline.
What Guides Us
The name has always been about individuality more than attitude.
Originality First
We pay attention to artists, ideas and images with an identity of their own — especially when they sit outside the obvious mainstream cycle.
Creators Covering Creators
INYIM was built by people who understand creative work from the inside, which shapes how we approach interviews, fashion, music and visual storytelling.
Independent by Design
We choose what to cover based on editorial interest and fit, not because a story is loud, viral or already everywhere else.
Our ethos: Love wildly. Live authentically. Be Yourself on Purpose.
Who We Are
The people behind INYIM’s editorial and technical direction.
Anthony De La Cruz
Anthony founded INYIM in 2009 and leads its creative identity, editorial point of view, visual direction, fashion coverage and on-the-ground entertainment presence.
Victor Lerma
Victor oversees INYIM’s technical infrastructure, digital publishing systems, INYIM Radio operations and the tools that support the publication’s day-to-day editorial workflow.
INYIM Radio
The editorial point of view extends beyond the page.
24/7 Music Discovery
Launched in Summer 2025, INYIM Radio blends new discoveries with timeless records, independent artists and the music that has shaped the publication since the beginning.
Listen NowStill Independent. Still Curious.
INYIM remains a creative home for discovery, individuality and the artists who make culture more interesting. Thanks for reading, listening, sharing and growing with us.
— Anthony De La Cruz, Victor Lerma & the INYIM Media Team
On Assignment
Anthony on the ground with artists, premieres, galleries and live-event coverage across Los Angeles.
