Auth Music

‘What’s next after indie?’ the continue 2 ask me, the only human who ‘gets’ cultural movements and online buzz (and the remnants of blog / farm influence that still exist).

What can the ‘authentic audiences’
who are not ‘influenced’ by ‘influencers’
going 2 listen 2?
Goin 2 vibe 2? Going 2 appreciate

Auth is next.

Auth (sounds like goth).

It is short for ‘authentic’ but also sorta ‘funnie’ because it sounds like ‘goth.’

Say it to yourself. “Auth.” “I listen to auth music.”

Auth music doesn’t really have a wide reaching sound. It is not ‘scalable.’
Auth audiences approach auth music like it is ‘art.’

Auth bands aren’t ‘trying to scale’ within the controlling mediums. Auth bands focus on their message/creating a vibe, that is sorta niche. Auth will have no ‘blogosphere’ 2 spread their word. Auth will be 4 the ppl, by the ppl. This is more than just some lamestreamer who goes 2 festivals that wants to hear algorithmic recommendations based on

Auth concerts are still ‘small.’

Auth is a way of life, rejecting ‘being alternative.’

Understand that ‘alt’ is not ‘relevant’. Alternative 2 what?

INDIE betrayed buzzbands. Cults, Sleigh Bells, Tennis, Twin Sister and the rest of the 2k9 boom were ‘effed over’ so that infinite scale could be achieved on websites. ‘Indie’ had already grandfathered in bands that they will protect on their websites because they are ‘the most scalable.’

AUTH bands will be sustainable, but not scalable. Most auth bands are so vibey that they cannot even be interpreted by mainstreamers OR netstreamers. Netstreamers still think it is ‘cool’ to read about the 10 year anniversary of an indie band, or ‘post on facebook’ about the release of a indie bands 3-5h album.

Auth music fans just want new music that is approached as art, instead of seeking a medium of validation.

Do u want 2 hear an auth band?

You’ll Never Get To Heaven – Caught In Time So Far Away

An ‘indie’ fan or ‘critic’ would say, ‘that just sounds like failed blog buzz indie.’ They don’t ‘get’ the vibes. That’s why I love ‘auth.’ It rejects the constructs of the scalable mediums.

This soundcloud embed has like 13,000 ‘streams.’ The content was not scalable. The sound was not scalable. The entire Adorn album was likely ‘too auth.’

I miss going to ‘alt ass shows’ that mainstreamers didn’t ‘get’. I now realize that these experiences were auth. Auth may have always existed, it just takes the form of multiple branded experiences.

AUTH will not ‘save us’ from pop.
Auth will not ‘go mainstream.’
Auth will not ‘end indie.’
Auth will not save the world from EDM.
Auth is not aimed to be a generically scalable trend/aesthetic to be implemented 4 the purpose of generating ‘youth culture dollars.’

Many unchill cultural critics will say ‘auth is just failed indie. Fuck all those auth bros and auth BBs.’

They don’t really ‘get’ auth vibes bc they are unable to experience VIBES in the way pure ppl are.

AUTH music cannot ‘leapfrog’ the most listened songs.
Auth is truly ‘long tail’ content. It is not scalable. It represents the ‘cultural remnants’ of scale, while also highlighting the most authentic elements of scalable culture.

Orthy – E.M.I.L.Y.

Orthy may or may not have written the greatest chillwave post-disco song of all time with E.M.I.L.Y. The Youtube video currently has less than 5000 views despite being ‘hella good.’ Auth audiences will ‘get’ the vibes, and ‘rally around it’, but it will never be ‘that scalable’ but it is hella auth.

Homeshake – Making a Fool of You

I can’t tell if Homeshake sux or not. Or if it just great art and I ‘dont get it.’ It is the bro from Mac DeMarco‘s touring band that ‘went solo.’ Always gotta give props 2 bros who go solo from successful touring bands 2 chase their dreams, freeing themselves from ‘sloppy second’ groupie pussie and the bottom of the employment pyramid.

Seoul – Stay With Us

This is very vibey. I am not entirely sure how AUTH it is, but I vibe 2 the spirits of it. I believe it is auth, and depends purely on vibes 2 scale into auth audiences. It might be used in a commercial though.

Is ALVVAYS auth?

I sorta feel like Alvvays ‘was the most authentic complete album’ of 2k14. Molly Rankin ‘is a genius Hotty McHotHot’ and totally put the entire ‘shitty Best Coast sounding’ niche of female ‘fuzz buzz’ to shame. All they really want to do is play the ‘female empowerment card’ and get ‘interviewed by Rookie Magazine’ 2 appeal to 11-17 year old girls who can only really process marginalized images of females that claim to be ’empowered.’

The song about wanting Archie 2 Marry her is ‘the big hit’ but there are no misses on their album. U can def play this song 4 an auth BB 2 ‘get her pussie wet.’

Alvvays may or may not be a little bit indie, though. I’m not sure. I guess it may have been ‘the best way’ 2 package a quality product 2 reach audiences via scalable mediums.

Pure Bathing Culture – Pendelum

I think this is the perfect example of something that might be ‘hella auth’ except it was processed in a scalable indie medium where it was just ‘brought to market’ as a post-Beach House band. The song ‘Scotty’ is pretty good too.

Might be indie, though.

The Soft Moon

This song seems pretty fuckin auth to me. It is from 3 years ago and has 34,000 views. It seems pretty auth.

I wonder why it didn’t ‘scale’.

R u auth?
R u trying 2 hard 2 make ‘auth’ happen?
Does auth try 2 hard 2 celebrate the unscalable?

Auth sounds like goth.
Auth sounds like goth.
Auth sounds like goth.
Auth sounds like goth.
Auth sounds like goth.
Auth sounds like goth.
Auth sounds like goth.
Auth sounds like (health)goth.

Is ‘auth’ a thing?
Do u no longer shop at alt retailers?
Auths do not have a visual aesthetic like ‘hipsters’.
Auth is a state of mind where you cannot be influenced. U can only vibe and approach the world with an auth state of mind. No brands represent u. Music is not cultural currency. You artfully experience the world via artsy vibes, rejecting scalable youth culture in mediums like festivals. U go 2 art galleries and do drugs/have straight edge vibes.

Auth is not just music.
Auth is the consumption of media. Art. Net art. IRL art. Historie. Websites. Artists. Television. All content on all mediums. Approached with an auth state of mind.

R u auth?
or ur alt?
ur indie?
ur mainstream?
Ur netstream?

I think I’m prety auth [via realizing Nothing Matters but still chilling on life.]

U wanna throw down an auth hang and bundle some auth artists 2gether?

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