Amidst 2020’s landscape of rapidly progressing social movements, Jake founded Attaboi to challenge unsustainable ideologies imposed upon Australia’s music sector.

In 2020, amidst a global reckoning with social justice issues, Jake Amy founded Attaboi, a volunteer-driven online magazine dedicated to fostering inclusivity and diversity within the music scene of so-called Australia. From its inception, Attaboi became a vital platform for challenging entrenched, unjust ideologies and advocating for the rights and recognition of minority groups in the industry. Under Jake's leadership, the magazine quickly emerged as a significant voice for social justice within the Australian music landscape.

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Through Attaboi, Jake engaged with a diverse array of influential musical artists, including Katie Noonan, Danielle Ponder, Greta Ray, Scott Tinkler, and DRMNGNOW, to explore and address some of the most critical issues of our time. These in-depth interviews delved into topics such as systemic discrimination, the social and political responsibilities of artists, Indigenous sovereignty, racial and gender equality, and the complexities surrounding cancel culture. Attaboi also tackled sensitive subjects like sexual assault allegations, the enduring impact of colonialism on the Australian music scene, and the pervasive influence of white beauty standards, eating disorders, and body dysmorphia. Through these conversations, Jake positioned Attaboi as a transformative force within the industry, driving essential discourse and advocating for a more equitable and inclusive future.