[1][2] Along with James Brown and Mick Bunnage, Southwell helped create the men's magazine phenomenon of the 1990s.
Previously to loaded, Southwell founded Zine Magazine (along with ex NME writer Iestyn George), a forerunner to loaded in terms of its empathetic style and homage to gonzo journalism.
He then worked for Record Mirror, Smash HIts, iD and NME before teaming up with Brown to create loaded.
In 2007 he set up Mind How You Go Media Ltd, producing Sony Magazine[3] (sub-contracted by Haymarket Network) for the electronics giant, and launched www.showmethegolf.com.
In July 2011, Mind How You Go Media Ltd started supplying premium content to GolfPunk's publishers in China, Singapore, Germany and Czech Republic.