All you have to do is google “content is king” and you will see how it is become the golden rule in any area of production. Music is not exempt. In fact, it is almost paramount to the survival of most bands in the new music industry paradigm. If you – as an artist – do not have a lot of material on deck for your patrons to consume, then you may be quickly forgotten. The internet is a body of fluid that you cannot build an arc to circumvent. You enter the space, then you should not be surprised by being bombarded with … stuff.
Well, as a tastemaker, it is hard to try to sift through everyone and pull out the quality stuff to share with the world. Luckily, I have met a lot of cool people in my travels and they also have excellent taste. I find myself relying on the recommendation of friends just as much as my own intuition these days. Recently, my friend, Michael Carianoff, posted a tweet about this band he had been digging. Taking the plunge immediately, I found myself scouring the internet for an hour researching this band.
And to think, it all started with a Beyonce cover:
Pomplamoose is a duo based in California. It seems that they have been building a solid fanbase through their YouTube channel showcasing their “VideoSong,” which there are two rules for the creation of them:
- What you see is what you hear (no lip-syncing for instruments or voice).
- If you hear it, at some point you see it (no hidden sounds).
They are seemingly whimsical; even though, it is an edited video. You get the sense of the personalities of the members of the band, Nataly Dawn (lead vocalist, bassist) and Jack Conte (multi-instrumentalist, vocals). Some of the videos have almost 500,000 views. With that kind of traffic, they could definitely leverage that into possible sponsorship deals and even get some ad-support (read: new income streams).
It is this kind of thinking that artists need to develop in order to make a real crack at building a career with their wares. Remember, content is king. If you are not creating things that people are interested in consuming, then do not be confused when no one pays attention to you in the sea of noise.
I hope to showcase other groups that are creating unique content to build fanbases viral(ly). If you know of some, feel free to share in the contact form up above.
In the meantime, check out Pomplamoose’s cleverly cute rendition of “September” by Earth, Wind and Fire: