By Jade Jones
Published March 23rd, 2022
Facebook. TikTok. YouTube. Our lives, and for some of us our jobs, seem to revolve around them. These and other internet applications have become essential to the music business. They allow fans, artists, producers, managers and other individuals to connect to anyone anywhere. While the internet is an irreplaceable gadget to many, it seems to be a double edged sword (or disk, if you'd prefer a musical reference).
Before the age of the computer, people relied on word of mouth, tapes/CDs made by friends, and doing a little good old fashioned exploration to find new music. It progressed over time, once the internet became a usable tool for all, to the invention of online sites such as Napster, which allowed users to download and share tunes at their leisure. They, of course, had to find that music themselves though. Now, it's as simple as logging on Facebook and seeing an ad for "your new favorite metalcore/hardcore/deathcore/anything-core band", or getting a recommendation from your preferred streaming service. As well as new music itself, people are often reliant on social media for announcements on tours, music videos, special shows and other important content pertaining to the band. That content then gets repeated through other people, and before you know it, millions of people have seen it, commented on it and shared it. We quite literally have the world at our fingertips.
All of this sounds relatively good, right?
Unfortunately, with a large scale tool such as the world wide web, there's bound to be some drawbacks. Due its vastness and user-friendly ways, one can easily become overwhelmed with "hey, like my friend's band page", and "I can't believe you don't like the same 5 bands I do, how dare you!" The internet is often a faceless shield people use to say anything they'd like, other's feelings and consequences be damned. And while we know that metal is a harsh genre, there's a point where some things just aren't acceptable. For example, if a band/individual doesn't like another band/individual, they can easily say something rude or false to draw fans away from liking their content or supporting their music. And though this could come from a place of classic, high school level jealousy, things like that tarnish a band's reputation, their online presence, future sponsorships, and, most importantly, ruin friendships and cause unneeded drama within the scene.
In addition to the cultural aspect, the internet poses as more of a foe than a friend when it comes to bands' pockets. Joseph Borland, owner of Three Diamond Marketing and Management, feels that "the money thing has been impacted because hard album sales were the primary source of income for most bands besides touring." Undeniably so, my friend. We have seen bands go through horrendous deals, take loses and be hindered due to what may or may not be online. And thus, music lovers suffer. And there are plenty of other can-o-worms waiting to be opened: the affect internet exposure can have on mental health, unfair algorithms and posting restrictions, and plain old connectivity issues, to name few.
So what do we do with this heavy, black cloud of information? The short answer is: we use it. We praise the good and disband the bad. We honor positive behavior and punish the negative. We lift up other bands, promoters, agents, producers and most of all, fans. Heavy music can be heavy, but it doesn't have to be hurtful. The metal community will always walk a tight rope, but with a little help, we can keep it balanced.
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