Recommendations speed a career? Discuss.
The function of the web (2.0 and otherwise) in the rapid development of new music and other forms of entertainment hadn't really occurred to me although it's patently obvious from the people flooding back into Manchester from the Arctic Monkeys' gig at Old Trafford on Sunday night. They are a case in point: less than two years from first single to headlining a two day festival via a Saturday night headliner at Glastonbury, but I don't think it can all be put down to the Internet. Twenty years ago the Monkeys would have probably just about graduated from the John Peel show to the early evening show on Radio 1. The cool kids at school would be into them but the breakthrough single might not have happened yet. They, like many of the other bands in the top 20 this week would be in that position, primarily due to the lack of exposure available.
Today, there's not just the web, but a surfeit of places for exposure: there's a festival every weekend in the summer and every festival is a televised or radio broadcast event. The phone companies all have their shows, and then the big ISPs have their events too. There are loads of 24 hour music TV stations on digital TV, plus the assorted community stations that fill space with music videos, and they all need content. Then there are the new radio stations, not least 6Music (a very good station, but I still blame them for making Keane big) and the changing demographic that has made us, the thirtysomethings with the money, bigger consumers of music than any adult generation before us. The providers have to feed that need, so they are compelled to follow the trends and throw money and bands at it in the hope that they stick. The Kaiser Chiefs lead to an invasion of West Yorkshire by labels in search of their own local band to sign in a way that hadn't been seen since punk. When the Arctic Monkeys made it, the cry will have gone up 'to Sheffield!' or at least 'find me our Arctic Monkeys!' and another cycle of bands get added to rosters, playlists, festivals and Myspace.
In essence, it's not just the web that motivates this rapid turnover, but the increased needs of the entertainment industry in general.