Just because one person knows it, it doesn’t mean that everybody also knows it. Nothing could be further from the truth. Is anybody talking about the new In Flames or Flying Colors album this week? Of course not, that is last week’s story. The hard-core fans would now of it but the rest. Not so much.
Despite all the hype, most people don’t pay attention. We live in a worldwide economy and all that we’re interested in today, is the fantastic. If you’re going to hype it then let me buy it. The true mark of a great record is that we have to hear it again and again. No hype can never make that happen.
Today we don’t want to be left out. We all have/want a broadband connection and a smart phone.
This is a huge problem in music especially in metal and rock circles. Suddenly it is uncool to like Meshuggah, Children of Bodom and Black Veil Brides. Suddenly it is uncool to like Five Finger Death Punch, Shinedown and Bon Jovi. Back in the Eighties when metal and rock was a commercial force to be reckoned with, the fans of say Motley Crue, Twisted Sister and Ratt were also fans of Metallica, Megadeth and Slayer.
Tastemaker publications are irrelevant. They still operate on an old business model. The believe that if they act as gatekeepers, they can control which band breaks through or doesn’t. If an artist wants something to last then they need to infect the fans with quality. The fans are the tastemakers, not the media establishment. The fans make the songs hits and more importantly the fans sustain the songs for years after that.
We live in a society where we consume different cultures. So there’s no focus. Almost nothing lasts. And those in charge believe if they yell louder, they will get more traction, not realizing most people aren’t paying attention and never will. Fans of metal music in general still don’t know that Machine Head has a new album coming out.
What is important to you is probably not to someone else. Just because you are on TV it doesn’t mean that people saw you. We grew up with three channels. Now we have five hundred.
Dollars are more important than music in today’s society. U2 got a $100 million from Apple, it doesn’t matter whether anybody listened to the music. “Reporters” are paid by the clicks. The iPhone moved 30 million units in its first month.
Tons Of Information
So here we are in with tons of information and so little time. Where do we start? Remember the past where the gatekeepers screamed for a decade only to give birth to a few dominant artists. It used to be that we couldn’t escape what was sitting at number one. Now we’ve got no idea what number one is or what it means.