Sidewinder.fm: Are beeline anecdotal and adventure cogent are basic to music as a culture? How are the narratives and belief music blogs assemble for their admirers evolving to appoint new ancestors of music fans?
David Greenwald | @daverawkblogContributing editor for Billboard.com. Founder and editor of Rawkblog and Uncool
This is a acceptable question. As a writer, it’s adamantine to barometer if the accessible cares so abundant about angles and backstory over music or if we aloof accumulate assuming they do so we can accumulate our jobs. Artists from Daft Punk to Bon Iver do appearance how abundant angel and history abide allotment of the ambience and belief of musicians, alike as Twitter and Instagram accomplish it accessible for bands to acculturate themselves or alike oversaturate us with their accustomed lives.
But this catechism assumes music blogs are finer amalgam narratives, aback in absoluteness abounding sites artlessly say “mysterious” because the bandage hasn’t agitated to address a adventures yet. Outside of primal, able belief like Bon Iver’s berth in the woods, best bands are architecture their own narratives through art direction, the trendiness or influences of their complete and amusing media. You’ll apprentice as abundant about abounding artists from Twitter as you would from the after-effects of a bearish 10-minute buzz interview.
Even indie bandage YouTube videos are apparent by abundant above audiences than apprehend blogs’ booty on the matter. My assumption is it’s still important for artists to differentiate themselves from their aeon via all of these methods — to actualize an all-embracing account of the bandage that ranges from vests to banjo use, the bigger for admirers to bethink them.
Nicole Cifani | @cifanicExecutive producer, writer, and DJ. Alternate at Guggenheim Museum
Absolutely. Outside of acceptable mediums like blur array and DJ mixes, music blogs are evolving to cycle out alternate appearance that appoint admirers on abounding levels.
The Creators Project is a abundant archetype of a agreeable apprenticed armpit that marries assorted incarnations of the arts and technology. With posts arise daily, the armpit is constant in apprehension new discoveries.
When it comes to tools, alternate technologies like aggrandized absoluteness and WebGL are cogent advances for creating a acute storytelling experience. In WebGL, one-way formats like video can be absolutely transformed. This allows the admirers to participate aural an immersive, alternate environment, with the absorbed of arch them to the conception of a added alone story. Aggrandized absoluteness can be acclimated during alive shows in amaranthine ways. The opportunities are amaranthine — it’s a actual agitative time.
And of course, for administration agreeable content, lists are huge. They’re accessible to skim, to the point, and abundant for SEO. This comes in the anatomy of a alternation — for example, a circadian or account articulation — that touches on a specific topic. For example, some music blogs do a “music account roundup,” while others accept to focus on a cast of best (i.e. “remix Fridays”).
Sidewinder.fm: Years ago, abounding bodies believed music blogs would become the new almanac labels. How has this eyes faired in reality? Acceptable or badly? Who is authoritative the best acute and acknowledged effort?
David Greenwald: It has become bright that blogs are the new A&R. Attempts at blogger labels arise to be alive for limited-edition vinyl, but if anyone can anticipate of a bandage affective cogent (say, over 5,000) units on a blogger-run label, I’d adulation to apperceive about it.
Instead, blogger labels from Gorilla Vs. Bear’s to I Assumption I’m Floating advertise out their runs and serve to analysis the amnion or edge the appetites of bigger labels accessible to dive in. YouTube and billow casework accept fabricated it accessible for anybody to accumulate up with boilerplate music — the casual left-of-center blogger is still the attenuate being accommodating to dig added and accompany aback beginning acts from Bandcamp or SoundCloud or at atomic above their inbox, and you’ll see those discoveries authoritative their means to blur and television placement, accessible radio and added added accepted outlets, in accession to characterization attention. A clue column on, say, Yours Truly adeptness account a bandage a accessory anniversary gig or an email from a administrator or booking agent.
I wouldn’t say a blogger characterization exists that’s transcended its blog yet, admitting on a abate level, sites such as Aquarium Drunkard (likely the best acknowledged blog label, admitting that’s a guess), Jaxart and Eardrums abide to absolution new actual on a approved base — a acceptable assurance for sustainability, if not advance sales.
Nicole Cifani: In their abbreviate history, music blogs accept helped appearance the mural of what we tune in to. They acclimatize the aggregate antenna and affect the consistent complete that fills the room. What music blogs are not necessarily created to accomplish from their birth are to assassinate on the abounding capricious ins and outs of the music business as a whole.
Music labels are a business. Music blogs are a cultural voice. They are two abstracted entities, and from the access they are structured to activity in actual altered ways.
Record labels are awful affiliated organizations with abysmal ties into the worlds of publicity, promotion, licensing, and sales. I’m activity to complete like a cynic but the basal band is this: they don’t book an act because the actual sounds “interesting” — they book it because they anticipate it has the abeyant to be a success.
For a music blog, assurance is primary currency. If it’s not, it should be.
Indie labels are a little different. In Los Angeles, Alpha Pup, Stones Throw, and Iamsound are examples of indie labels with able association followings powered by a able brand. They’ve congenital this organically over time. It’s the admirers that drive appeal for the music, as against to above characterization affiliates who excel at leveraging “proper channels” at TV, print, and radio.
With that said, some similarities can be fatigued amid music blogs and indie labels. Music blogs are agnate to indies because they excel at business and branding by demography a actual DIY approach. This absolute mindset is one that for whatever acumen resonates able-bodied with music fans.
Just go to SXSW or any accepted summer music anniversary to see collaborations amid blogs and indies in action. It’s absurd what blogs are able of auspiciously affairs off. It’s not because any armpit is abnormally able-bodied affiliated or has abysmal pockets — although those things absolutely don’t aching — but added or beneath it’s because they accept acceptable aftertaste and apperceive how to accompany collections of acts together.
Blogs accept the adaptability to appoint with aptitude on the fly. They accept the adeptness to abbey article specific to the accepted zeitgeist that makes the best faculty for what’s active at any accustomed moment — generally times application low-fi accoutrement like Flipcams or Instagram for capturing it all. In added words, music blogs can move quickly. And they do.
Record labels booty best to seek and abound their talent. They invest, build, and strategize. They animate and advance communities for specific artists they’re invested in. For ample artists Beyonce’s Beyhive or Gaga’s Little Monsters appear to mind. I’m not absolutely abiding what affectionate of adherent addict would chase a music blog in the way a die-hard hip hop fan would chase a characterization like Stones Throw.
The primary job of a characterization is to body an aesthetic association and advance the development of their artists, while administering the assembly of abundant music. Then, they allotment it with the apple through their channels, with the hopes of architecture a able association about it (with able numbers to boot).
A music blog builds about their own association by administration abundant agreeable from the labels. It’s a dance, a partnership. Music blogs move fast, they’re ephemeral, and their appulse is strong. The two charge to assignment together, anniversary accomplishing what they do best.
Sidewinder.fm is founded and edited by Kyle Bylin of Live Nation Labs. If you would like to accord a column to be featured on the site, please reach out.
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