The first commandment of being an unsigned band has changed. No longer does it state that ‘An unsigned band must be in the right place, at the right time’, but in fact pluralises the sentiment to read: ‘An unsigned band must be in ALL the right places, at ALL the right times’.
The emergence of social media as a crutch and cane to musicians has coerced the expectations of potential fans to alter. Unsigned bands are expected to be on all platforms of social media: ‘I don’t use Facebook/Twitter/Myspace are they on Facebook/Twitter/Myspace?’
But this isn’t a tightening of the criteria for success, but simply microwave culture. Unsigned bands are now resigned to the fact that the fans expect to be approached on Facebook, that ‘the next big thing’ will ‘follow’ them on Twitter. All unsigned bands are subject to an online interview with a panel of millions.
Much akin to the inhabitants of George Orwell’s Animal Farm, however, it is advisable to obey Napoleon’s ammendments rather than revolt. At least for now. Afterall, if one fan is gained through social media, nothing is lost.
Further Reading: Duke and the Darlings are also available at the following links: