After researching music journalism for an essay in to web communication and website usability I stumbled upon Chris Weingarten‘s rant about search engine optimastion and the impact the internet has had over music.
The video is available here:

After watching the video I found myself agreeing with a fair amount of the points Weingarten brought up. He talks about websites like www.hypem.com that uses content generated by personal music blogs and works out the most popular and recent music being talked about on the internet, presenting it to users in a convenient format. He compares this system to math and argues that rock writers are doomed due to the formulaic way we consume music today.
This system of reporting on music allows for easy consumption and spreads the word of upcoming bands quickly and conveniently but is this a good thing?
Weingarten describes this as catering to the lowest common denominator, whereby music tastes become increasingly homogeneous through targeting demographics and offering users music that they ‘should’ be into. Users are being offered what is described as ‘alternative’ music when in fact such music may merely be what is most popular.
He criticises Twitter, describing it as a “virus” for its promotion of ‘firsties‘. The more immediate and urgent a post or comment is the more important it is seen to be and therefore, the more it is circulated. The quality of writing or perhaps the actual content of the news itself are are no longer the attributes that give a post credibility.
The comment I really related to was about engaging with music through the unknown, stumbling upon a new band just by chance after reading magazines or watching TV shows. Being ‘into’ music was more about taking an active role and seeking it out than just sitting at your computer and being fed demographically tailored generic sounds. So many times Facebook has tried to tell me that I’d be in to this new indie band because of my consumer behaviour with other music and I’ll admit I have found myself thinking “well if they’re like them then I must like them”. Finding new music is incredibly easy but finding quality recommendations is becoming increasingly difficult.
I have read many comments of the video and they are extremely mixed, many believe that advances in technology only allow for more diversity in music and that having such large quantities of music so easily accessible can only be a good thing if more bands get listened to.
Weingarten argues however, that with bands having to work harder to promote themselves virtually and with more emphasis being placed on immediacy and number of hits, the quality of music is being compromised.
The talk isn’t really long enough to delve deeper in to all the issues surrounding this, but the points he raises have provoked a lot of responses.
It seems that only in the past few years there has been a change in the way we discover new music, just by comparing the types of artists magazines like the NME cover today and those of five years ago there is clearly more of a focus on popularity.
What do you think? How do you find out about new music and has this changed over the past few years? Do you think the change is a good thing?
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