Gill Holland, center, with assistant producer Katheryn Tucker and director Tim Kirkman on location with "Tan Lines" at The Vietnam Kitchen. (Click to enlarge.)

Louisville-based music and movie mogul Gill Holland has an intriguing opinion piece titled “It’s About Discovery” in the New York Times “Room for Debate” section.

Make that, “an intriguing and revealing piece in the New York Times.”

Revealing because in it, Holland writes about how Nerves Junior, which is on his SonaBLAST! label, “imploded under the pressure” of Internet hype.

Which we didn’t know until now. This from NBC New York’s music blog, which Holland references in the piece:

Most Overblogged Band: Nerves Junior
Yes, Nerves Junior put out one of the year’s most impressive debuts. But what’s been described as a meltdown by frontman Cory Wayne at the Consequence of Sound party Saturday shows us the ills of the hype machine — an over-confident rock ‘n’ roll mentality built out of blogspeak rather than the slog of the tour. To be fair, Nerves pulled off a simmering, sultry show on Tuesday. Maybe Saturday’s gaffes were just a result of too much partying. – Dale W. Eisinger 

The context is whether Lana Del Rey‘s career will survive her faux “discovery” as an “indie” act when she was really back-doored into fame, a big-money Internet marketing push by Insterscope and Polydor disguised as organic buzz. (We think she has a fighting chance considering her “Video Games” has 30 million views on Youtube!)
Holland’s point is that surviving authentic Internet hype is difficult enough. That, and the Beatles-era days of discovering seasoned talent in some funky bar are long gone.

Here are the first few graphs:

Our record label put out one of 2011’s most blogged about and critically acclaimed records, Nerves Junior’s “As Bright as Your Night Light.” The hype was deafening. The band’s debut performance at the CMJ Festival in New York seemed to be on every must-see list. However, NBC New York reported that one of the band’s featured performances illustrated “the ills of the hype machine — an overconfident rock ‘n’ roll mentality built out of blogspeak rather than the slog of the tour.”

Will Del Rey’s legacy be that everyone realized the Internet was no longer about discovery but about manipulation?

Nerves Junior imploded under the pressure. They are now rebuilding.

The obsession in the music industry today seems to be about “discovery” and tracking what is “trending.” Discovery used to be the purview of the folks who did the research, who made the mixtapes and went to the dive bars and saw the bands no one had ever heard of. Today, discovery is easier and the person doing the discovering can simply be the first person to open the mass e-mail and forward it. However, since what is trending may well just be something that has been hyped enough to break through the filters into our virtual conscience, the important issue is whether the talent behind it has staying power.

Read the entire piece here.



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