You are currently viewing Vice Media: Wave As a Marketing Tactic, Not a Microgenre [2017]

Vice Media: Wave As a Marketing Tactic, Not a Microgenre [2017]

Link: https://www.vice.com/en/article/ae5nkp/wave-music-marketing-tactic-microgenre

“Remember microgenres? At the turn of the decade, kids whipped themselves into a frenzy by throwing together a few signifiers and plastering the results across a new constellation of social platforms. There was chillwave, witch house, seapunk, shitgaze, vaporwave, cloud rap, and countless other niche sounds with gimmicky names. As soon as one microgenre flamed out, another would take its place, and with it a whole new set of beats, buzz artists, and fashion trends.

We know what happened next—the hype cycles sped up faster and faster, until the constant turn-over began to feel kind of grotesque. Eventually, the system burnt out, like an overclocked washing machine ripping itself apart. A generation emerged sheepishly from the wreckage, wiping their eyes and quietly putting platform boots, kanji-script hoodies, circle sunglasses, slime fonts, 3D Roman architecture, spiked chokers, pizza iconography, and ill-advised Ciara remixes back in the closet […]”