We’re closing shop because the operation is losing too much money, this much is clear. Most of what we could have done to prevent or delay this outcome reside in two words: lifestyle and branding. Investing in t-shirts and co-branding, scoring “collaborations” or sponsorship deals with deep-pocketed companies. I have but a regret: we actually did it sometimes. We should have said no more often. Bands struggling to get together with brands, artists and audience deriving more validity from corporate interest than from anything else, bands happy to learn that in the future they would have to “take charge of their own promotion”: this wasn’t for us. In other words, on our small scale, we should have been able to carve a non-capitalist niche within the larger corporate world. I thought, being young and naive when we started, that “underground” meant just that. [...]
A lire en entier ici:
http://institubes.tumblr.com/post/3889732385/institubes-2003-2011#disqus_thread
