Jimmy McIntosh’s pubs account now has 100,000 followers on Instagram

A HOLLOWAY-based “pubfluencer” has taken the internet by storm with his distinct brand of dead-pan wit and thoroughly researched deep-dives into some of London’s most characteristic boozers.

Jimmy McIntosh, who produces and presents short-form videos with his friend under the handle “London Dead Pubs”, hit 100,000 followers on Instagram this week, despite only starting the account in 2024.

Over a pint of crisp continental lager at his favourite pub – the Prince Edward off Camden Road – Mr McIntosh told the Tribune the story behind his almost overnight virality.

“We started by writing about old pubs that have shut down, taking photos of whatever is in place there now, and telling their stories in a colourful way. It’s quite a simple formula really: we search for the pubs, write the script and then do the music. Almost every pub has some kind of interesting history behind it,” he said.

“We’re all about the writing and trying to capture the atmosphere of these beautiful pubs and who goes in them. Really cool, interesting people. It’s great to finally put my English degree to use!”

As the follower-count and interest grew, the concept evolved. The focus switched from dead pubs, to “alive” traditional pubs that are still pouring pints across the ever-changing landscape of London. Spotlighting some of the city’s quirkiest establishments and layering the videos with contextual social history, each video is a peer behind the curtain of these “forgotten spaces”.

“That’s why I want to do it,” Mr McIntosh told the Tribune. “I want to help these people, these businesses who are maybe struggling, give them a bit of support. And if I can get even 20 more people through the door, that would be a success.”

Mr McIntosh has lived off Holloway Road for six years, and described it as “the best road in London”. He said: “It’s chaotic, and it’s frenetic. But I see Holloway Road through such a romantic lens, it’s this completely ungentrifiable artery of north London.

“There’s this real sense of beauty to it, and there’s a real sense of community that you might not find in more affluent areas of London. You’ve got every type of shop here, good pubs, every cuisine you could ever want.”

His love for Holloway Road and its “ungentrifiable” characteristics mirrors his taste in pubs. The best establishments, he said, are the ones that have kept their “honesty and integrity” against the tide of London’s “nice­ification”.

“Since the 2012 Olympics, everything in the city, including the pubs, has got nicer,” he said. “The rough edges are being smoothed. Pricing goes up, and then the pubs start selling small plates.

“But the people who used to use that pub regularly suddenly can’t afford to or don’t want to. The old boys get pushed out.”

His reflections on gentrification and on-screen charisma have seen his popularity skyrocket over the last two years. So what does the future hold for the account?

“Pubs are definitely having a big moment on TikTok, there’s no doubt about it,” he says. “And I like to think I’ve contributed to that, but I’ve also benefited from it. But I have also kind of pigeon-holed myself in the pub world, and I’d love expand out to do documentaries about what I like to call ‘Deep England’.

“It sounds a bit naff but I also had this idea of being the Anthony Bourdain of pubs.

“I’d love to do a series where I go to different countries, start out in the pubs and bars, but then use that as a way to talk about the culture there, and what’s going on politically, what’s going on socially. Who knows, maybe I will even enter local politics in Islington to campaign on the protection of pubs?”

Plenty to look forward to, then. But in the near future at least, he’ll be keeping to the patterned carpets and sticky beer mats of Holloway’s best haunts.