It’s becoming the default strategy for music promotion today; get your songs hyped on the internet via music blogs then proceed to the mainstream media and profit. New York band Vampire Weekend is a perfect example of this new dynamic at work. Only two years old, the band has traveled from their roots as a Columbia University college band to featured MTV artist at warp speed.

Vampire Weekend was revered by the blogosphere very early on—and most bloggers by and large are educated and more affluent,” says Matt Wishnow, founder of the online independent music retailer, Insound.com. “People responded to them being worldly.”

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