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I wonder if there are any kinds of music or parties that are marketed solely by word of mouth anymore.
Wasnt that what underground meant? spreading by only word of mouth?
I just dont see what is so special about it when we realize that all underground is, is just people who are lucky enough to be in touch with each other.
this underground vs pop stuff is silly. I tend to agree that underground, personal, word of mouth style marketing tends to lead to more sincere and authentic recomendations.
But we have changed the ways that information circualted in such a way that 'underground' is all but destroyed. Nothing can make it out there, mobilize enough kids to a party, or generate enough cash to break even on word of mouth alone. Since underground has been lost, everyone has been trying to market, everyone designing their sound to be widely enjoyable, everyone has gone pop, they just take different approaches at it, and are designed to attract different sorts of crowds, no particular crowd being superior to any other.
so what if the tune isnt full of vocals, strings, and has an epic stucture.
it is still pop, it is still depending on marketing hype to spread, it is no more 'underground' than any other style, it just appeals to a different group of fans.
It really sucks, the whole rave idea seemed to be a resistance to this kind of situation, a re-claiming of what was lost, but the marketing has taken it all away again. Rave seemed to be people rising to define their own culture instead of being pushed into one, but the world has capitalized on the culture, it doesnt exist anymore, underground is dead.
Techno is not any more underground than anything else, it has its fads, its pop style leanings and exagerations of its stereotypical elements, and it doesnt rely on word of mouth to spread anymore, it relies on hype, one could even argue that techno is more popish then trance, because not only does it rely on hype, but also contorversy.
I know everyone is familiar with the huge ego techno dj attitude, they piss people off for money, its a marketing technique to get attention right before their tune releases, it is no more authentic and underground than a fluffy vocal and a supersaw.
but still, we come on here and play "my shit doesnt stink" every day.
All of us are listening to pop music.
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