I’m thinking of buying a pair…
Publicity comes last. Unless it comes first, then I ignore it.
If I turn the pages of the newspaper, of a magazine, click online and find a story about something I already know about, with soft touches saying how great it is, sans facts and figures, I ignore it – it’s hype.
Hype no longer works.
It’s ink, usually physical, sometimes digital, to make the perpetrator feel good about themselves, so they can point to the words and get kudos from their boss. This is their job, to spread the word, in a fake manner.
Kinda like that recent story in the Times about the War On Drugs. Isn’t it funny that it’s their first major label album. Who else has the connections to get it placed, the pull, which is why you sign with a big company.
I ignored it.
Even though fans like these victory laps because they illustrate their crush has finally made it. But usually the opposite is true; it’s the beginning of the end. Kinda like that squib in today’s rapidly declining, in size and influence, LA Times saying that Arcade Fire is overrated. It’s a reaction to the hype about the new album, that’s the thing about media; it’ll turn against you, especially if it thinks it’s being manipulated.
But fans are already long gone. Once it’s penetrated the mainstream, they’re out.
Unless they’ve never heard about it before, like Allbirds. Continue reading