In many ways, we're like the new kid on the block. While we've been writing music and playing shows together for some time, we had never clued in that it's a good idea to use social media outlets to reach a bigger audience until about a year ago, and even then it was a slow process. It's for that reason that we had never played any festival in this city, even though we had been around for a few years.
Maybe it's because we are fundamentally antisocial people, but until recently, we had never really done the shaking hands thing after the shows we'd play etc, and while people were always very excited about the music we were playing, our somewhat standoffish attitude and lack of online presence was a barrier between us and our potential fan base, and it was only then that we started to look around at what other bands were doing differently. And it turns out there are a lot of things that bands do to create an audience, like getting their friends to write about them. And while maybe once upon a time a "buzz" happened organically, in this social media age, "buzz" is manufactured. But hey, if a band is a business, then what's the harm?
And here's where the lines can begin to get blurred: is a band supposed to be run like a business? Most bands who have seen any form of success will say absolutely, "yes," however, what does that do to audiences? Advertising is a part of any successful business, but you don't have to look too deeply into advertising to realize that many inferior products sell well despite their inferiority because of great marketing campaigns. The same is true of everything, and music is no exception. If any of you have been following what's been happening on Twitter surrounding Canadian Music Fest and its various inconsistencies (slaggingoff.tumblr.com also there was an article in Torontoist) then you'll see that people are beginning to have a sour taste left in their mouths from being excessively marketed to.