If you can find two words that inspire less excitement than those two, I’ll gladly give you a crisp ten pound note. Perhaps ‘Q Awards’? Does that count?
Ah, exclusive premieres.
The only people who actually seem to care about these things are people in the music industry who generally don’t really have a clue what they’re doing in the music industry.
The only thing worse than an exclusive premiere, is the endless noise caused by them: endless dribbling babbling from a thousand million billion ‘industry types’, all proclaiming their track to be the greatest; but of course it is! It only took the band who actually recorded it about 6 months to get sorted, and now it’s your time to shine. Your time to let the world know that this band mean business. So what do you do? You organize an exclusive premiere, i.e. you email a (probably small) blog and ask them to put it on their site, and they agree, because they’d rather have something than not, so you wait for literally tens of listens to roll in before you’re shunted unceremoniously off the front page after about 10 minutes, before calling it a job well done and admiring your day’s work.
All this is endemic of what’s happening to ‘the blogosphere’ at the moment: it’s becoming neutered, watered down, a pale greyish sludge of what it could be, forcing bands to chase the empty promises of blog ‘exposure’ - everything’s about exposure, but nothing really gets ‘exposed’ - it’s just an endless boring caterwaul of internet data noise, mainly due to those bad ‘industry types’ meddling, throwing their weight around and generally sucking the fun out of everything. Of course there are good PRs, and good labels, and good managers, but these guys get lumped in with all the other hangers on, address book flaunting wannabes, and one time bloggers who think they can manage a band because they know a few people.
Exclusive premieres were born of necessity. Born of a need to flaunt something that already existed into peoples’ faces: blogs and websites have always posted new music- there’s nothing particularly inventive about slapping a new phrase on it and pretending you own it.
Everything’s exclusive at one point. Someone has to get there first, but that doesn’t mean you can call it a job well done once one website posts a track of yours, and knock off early.
Get the address book out, and start smashing that thing across the whole of the web. I guarantee you, half the places that do these things don’t really give a shit about your track, and a lot even have write ups that can barely mask the complete and utter indifference at having to post it in the first place. To a lot of them, you are nothing more than a piece of expendable garbage to place between the banner ads. Enough of this word ‘premiere’ - let’s just focus on some good music, not pat each other on the back over who got there first.
If it sounds like I’m angry at this, it’s because I am. Music is far too important to throw away like this. I remember Trent Reznor saying once that although Spotify was a good piece of technology, it treated music “like marbles” - just a something, an anything, to put there on the front page, before something else comes along. I say fuck that. I say treat your music with more respect, and don’t go in for the whole ‘premiere’ bullshit. If it’s exposure you’re after, make sure you expose it - go the whole 99 yards, and don’t stop. The digital world is just one area, not the area. Get playing live, do interviews, features, remixes, mixes, make friends, shake hands, go to gigs, send emails, join in, get busy, and be smart.