In the first installment of this series, we met the people behind some of our favorite blogs, gaining a little insight as to how and why they established their web presence. Review part one of “Listening to the Blogs” here. In part two, below, we dive deeper and get an experiential take on what it's like to be a bona fide opinion leader in the realm of today's independent music.

BY SAM HOUGHTON



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JASON MOREHEAD of Opus.fm: I'd like to think that I'm shedding light on artists that might otherwise be overlooked by many of the sites out there. For example, if Radiohead, The Flaming Lips, Animal Collective, etc. releases something, everyone is going to write about it. I'd rather focus on the artists that fall through the cracks, that get overlooked because of the intense focus on artists like Radiohead. Which shouldn't be interpreted as a knock against Radiohead et al.—I've written plenty about "bigger" artists like them—but personally, I find it much more satisfying to bring some acclaim to the many unknowns out there.

Also, I'd like to think I'm providing something of a counter to the snarkiness and cynicism that seems to pervade so much of the Web today, especially with music blogs. The discussion, contemplation, and criticism of music, and art in general, ought to stir up within us a greater desire for truth and beauty, not a desire to engage in trolling, flamewars, and snarky putdowns. Admittedly, I enjoy the occasional bit of snark, but in general, I find it tiring and even damaging. When I see it, I have to wonder if the writers are really interested in engaging and thinking about the music, or if they're more interested in coming across as clever and witty.

To put it simply, I'd much rather write passionately about the things I truly enjoy and find meaningful, then waste time being snarky and tearing down those things that I dislike.


JOSH LOVSETH, Publishing Editor of Sound on the Sound: I think we're finally getting to the point where we're a reliable barometer of up-and-coming and breaking Northwest indie and rock acts, in a way few other sites are in our area. We're mostly focusing on Seattle, but we pay attention to the greater Northwest and national scene, as well internationally breaking British bands who are just testing the waters over here. I personally go to, at least, three shows a week. As an entire writing staff, we may all be at different shows on a Friday or a Saturday. We're actually out in the trenches so to speak, evaluating bands for ourselves whenever possible, so what we're saying isn't simply coming from a "blogger" glued behind a keyboard who only experiences popular music through his internet connection and headphones.

Any time any band responds positively to something we write, I feel good about that. Most non-famous local bands just want to know someone is paying attention to what they're doing. There are tons of quality bands out there who simply suffer from a lack of larger exposure, and so I think we can be a huge help on that front, by giving them exposure and offering an impartial opinion from people who listen to a lot of music. When we like what a band is doing, we'll follow them, and though repeated mentions they begin to develop an internet identity outside of their myspace page, an identity tied into a narrative about the music community they are a part of.

Plenty of music writing remains above the act of liking the music, instead reveling in the act of knowing facts about musicians or records or songs. I think by stating right out that we like stuff and why we like it, we're serving a purpose more than just mental masturbation. The best thing we can do for a band, any band large or small, is get people out to their show. That's the meat of what bands do and where they make their money. And frankly a non-sequitur review of a record isn't going to entice people out to shows. Offering exciting rock photography, current and relevant multimedia, and actually helping someone to gain an understanding of how they might like a band, on the other hand will.


MICHAEL FELDMAN of the Walrus: I feel that my role is similar to the role a radio DJ once had. I share my favorite music with people, and if they like it, they will keep coming back.


ALLAN CHANG of AW Music: Well, I'd like to say my blog has a big role in the larger picture but the truth is, I hardly feel that way. A blog is just one of millions out there so it just represents one of the various opinions out there. The blogosphere as a whole is very important to the music scene in general. How many times do you see critics say the X artist as a product of the blogosphere? Still a blog is simply one piece of the puzzle. My blog does have some success but I can hardly say it has any influence. That probably makes me pessimistic at times. I want my blog to be successful and influential but it's a really difficult thing and requires a ton of hard work. I try not to worry about it and at times it's better to just enjoy music rather then putting all the importance of making sure you're heard.


BECKY FIRESHEETS of Knocks from the Underground: Knocks' role is to guide our readers through the world of local, underground music and to promote the bands we think are deserving of more recognition. There are so many bands and musicians in New York that it can be overwhelming and daunting to figure out what's good, what sucks, what you like and what you don't like. We strive to write honest reviews and to include bands from all over the spectrum so that our fans can trust our "guidance." We try to do the work for our readers so that they can just read the site and know which bands they want to check out from there. And as I said, we also try to promote bands who we think are really deserving of more attention. I personally love this endeavor! Whenever a band thanks us for a review or when a fan comments about the site, I feel so proud and happy that we are succeeding in this. Even the few more adverse interactions we've had (mostly due to publishing a negative review) make me feel happy in the long run because we're causing a stir and bringing attention to this population of musicians.


RAY MILLAN of Off the Radar: We're the like the modern day taste-makers and trend-setters. Since big labels have diminished and not so many videos are being played on MTV anymore, music blogs have kinda stepped in to fill those shoes a bit. It feels good if people like what you're doing, but it's a lot of work so you have to do what you like, otherwise it's probably not gonna last very long.


CHRIS ATTO of dailybeatz: Hopefully, I’m exposing a lot of smaller musicians that I really enjoy to a larger audience. I, actually, started the blog because I often found myself talking about, and often recommending, bands, so this seemed like a better way to do that. It’s another way I can support the musicians that I love.


ALEX PELLERANO of Quiet Color: We consider ourselves to be passionate and informed music fans. When we get it right, we can be trendsetters, which can definitely feel cool for a second. But above all, you want to push the artists and the scene forward. Support good music so more of it gets made.


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JASON MOREHEAD of Opus.fm: There are a handful of artists, labels, and PR people that I still stay in touch with. But not as many as I used to, I'm afraid. The vast majority of music that I write about is music that I've purchased myself. Which I'm fine with: I always feel bad when I receive music to review, but I simply can't get to it due to time constraints.


JOSH LOVSETH, Publishing Editor of Sound on the Sound: Because our primary focus is covering, promoting and exposing via photography the local popular music scene, we're interacting with bands personally all the time. A number of our favorite bands we've had the privilege of becoming friends with through the course of the blog, and so more than just as fans, we've become invested in their success on a deeper level as well. We also sponsor a few shows a year at our favorite dive bar where we put together bills of bands we're into and provide posters and promotion.

As labels and PR people are becoming more aware of our value in spreading the word, they are reaching out more and more to us to help promote a local appearance or a new release. Offering free tickets or swag to give away to our readers is a great way to entice us to put in the effort to write a thoughtful preview of the band that might elicit a return. And as we've now been established for sometime, opportunities that might have been offered only to the biggest magazines or music press outlets the past are now offered to us.


MICHAEL FELDMAN of the Walrus: I receive press releases from both labels and artists. I also reach out to bands through social media sites, in order to conduct interviews. I tend to ignore physical CDs that come my way, because it’s a hassle to listen to music that way these days. I have a stack of CDs on my desk that I have never listened to. The best way to get my attention is probably through a very simple, very personalized email without too many links. The generic approach that PR companies use when sending out mass emails make me snooze.


ALLAN CHANG of AW Music: Other then receiving e-mails and thus music, I'm not really too involved with artists and labels. I do keep in contact with them if I'm writing a piece on them or asking for CD review copies or concert review passes. I barely have a lot of interaction and I guess I haven't really worked hard on that front in making friends.


BECKY FIRESHEETS of Knocks from the Underground: Will (my partner) and I manage the email account so I'm directly involved with pretty much everyone involved on the site. Our Assistant Editor, Liz Levine, manages her own writers but aside from that, it's up to Will or me. Bands email us asking to be reviewed or to be in a showcase, and a few labels (off the top of my head, Engine Room Recordings, Razor and Tie, Girlie Action Media) send us recommendations and info about their bands. Will or I reach out to every band included on the site via Facebook or MySpace to make sure they know they were reviewed. Whenever we put a show together, we email the bands directly and sort out all the details together. Basically, the two of us are directly involved with everyone!


RAY MILLAN of Off the Radar: In the beginning when none of the labels/artists know your blog you're kinda on your own as far as getting content, readers and material to post. Then as you become more established artists/labels start sending you stuff to post and to give their artists exposure. Lots of them write me all the time now. It's kinda nice. Makes my job a whole lot easier.


CHRIS ATTO of dailybeatz: Interestingly enough, when I started this website, I think I put bands on some sort of pedestal where I just thought they were unreachable and that I had no line to reach them. Then I remembered about the internet, and I quickly found out that in the majority of cases, you can email bands, and they will actually email you back! I’ve recently been in contact with bands and management about shooting shows and, again, I thought it would be a lot tougher than it is, but as long as you can find the right contact, most of the times you just have to ask and they are happy to work with you on whatever you’re trying to do.


ALEX PELLERANO of Quiet Color: What's good about the indie scene, is that you're usually an email or a phone call away from any artist you're looking for. We get the typical P.R. blasts, etc. But we're also lucky to have some well connected friends who can help bridge some of the wider gaps for us.


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JASON MOREHEAD of Opus.fm: It's always interesting when I get an e-mail from an artist that has stumbled across a review, Twitter status, etc. and we're able to strike up a conversation. Sometimes they disagree with my assessment, sometimes they simply want to say "thank you.” In the past, this often led to me bringing them to town for a concert and having them crash on my living room floor. It's always a lot of fun, and very satisfying, to hang out with some of your favorite bands and enjoy some pizza and pints together. (Of course, now that I have a family, those days are probably long gone.)


JOSH LOVSETH, Publishing Editor of Sound on the Sound: Earlier this year we posted a harmless mid-year list of some of our favorite stuff (as bloggers do) and it degenerated into a local alt-weekly music editor making veiled accusations public about our blog being institutionally racist. That didn't go down so well and we had a bunch of unexpected support to back us up, but making those accusations in public just shouldn't be done without basis. The ironic thing is, if he'd looked closely he'd have found his criticisms to be moot, both about the list and about the larger of extent to which we were or were not not talking about black music.

One of my more satisfying moments is definitely the response I received from an album review of the new Maldives record. I wrote that review from my heart and they responded in turn from their hearts to me. They are probably my favorite band right now musically, so to have them give a nod of appreciation acknowledging that I really understand where they are coming from, that had me happy for weeks.


MICHAEL FELDMAN of the Walrus: A post I did about an old, obscure garage band called Kansas Hook was probably the most interesting in terms of reception. One of the band’s original members commented on it and a guy from Sweden emailed me saying he had been looking for that track for 30 years!
That was really satisfying, knowing that I helped out a fellow music nerd.


ALLAN CHANG of AW Music: Generally I find the best/exciting moments come with writing very critical pieces. I've written a few awful articles here and there and received some well-deserved backlash. The best moment is having people agree with you when you don't expect them to. I can probably point to my negative post on Wavves' album. I actually did not expect to be well received in bashing an album so that's probably my most satisfying moment. Otherwise, I can't really say I'm too happy with how many shining moments I've had on my website, mainly because I haven't really stepped outside the typical music reviews and occasional criticisms.


BECKY FIRESHEETS of Knocks from the Underground: I would say one of the most surprising moments was when we posted an interview with the lead singer of Hypernova, Raam. He spoke extensively about living in Iran and the violent conditions musicians had to face in order to play a show. I found the interview to be intriguing and inspiring but other people posted comments attacking Raam for being a "poser" and multiple other insults. I was really surprised at that reaction but it helped me step back a bit and remember that people have a lot of emotions about everything going on in the Middle East. I think the most satisfying post was when I published a commentary article, "My Top 5 Local, Underground Rock Bands (as of right now)." I put a LOT of time into it and enjoyed writing it but really wasn't sure if anyone would even read it.  I mean, who cares about my opinion?  But the article received over 100 hits in two days and the bands were so sweet and appreciative about being included. I was really surprised and completely psyched about that!


RAY MILLAN of Off the Radar: Our readers don't say very much. I know their reading, but they don't say a whole lot. Mainly they just give positive comments like they dig the band/artist or just to say thank you. Once in awhile you get a jerk comment, but I usually don't post those, especially if they don't have the courage to use their own name/email and post as anonymous. I did do a post on Fred Falke one time and was surprised to receive an email from Hype Machine, not too long after, saying they wanted to do a phone interview of me for a monthly internet show they do focusing on Fred Falke as remixer of the month. That was pretty sweet.  


CHRIS ATTO of dailybeatz: It’s always nice when I, occasionally, get a comment or an email from the artists themselves thanking me for helping to get their names out there.


ALEX PELLERANO of Quiet Color: It's really hard to remember some of the older weird stuff that's happened. But a couple months ago, we were psyched to get contacted by Greg Saunier (because we're pretty obsessed with Deerhoof) - He had read one of our Deerhoof show reviews, dug it, and asked to use some of our concert footage for their next DVD.


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For the last installment of this feature, we ask:

>> What is your policy concerning streaming/downloads? How does this mesh with what you understand about copyright law?

>> What do you attribute to your success in terms of growth of readership?

>> In a perfect world, where do you see your blog in ten years? What is your blog trying to achieve?



Read “Listening to Blogs,” part one
Read “Listening to Blogs,” part three