Bloghouse might’ve been a drunken, neon-slathered mess, but it was our drunken, neon-slathered mess.
The sound was like obscenity—hard to define, but you’d know it when you heard it.
At the time, bloghouse felt revolutionary; in retrospect, it presented a now-defunct version of the internet as a utopia for culture and community. There were no corporate streaming services employing algorithms to create the illusion of “discovery,” and social media had yet to usher in competitive personal branding. The Man hadn’t yet figured out how to bounce back from the post-Napster CD sales crash or how to monetize the untamed digital landscape.
Australian electronic duo Bag Raiders attribute much of their early success to the platform: “We did a remix for this band—friends of ours—the Valentinos, then all of a sudden the dudes from Kitsuné in Paris messaged us on Myspace.” Placement on a Kitsuné mixtape, which was available online for free download, was a quick ticket to massive Myspace hype, better bookings, and remixes by other artists in the circuit.
As the traditional media barriers around embargoes, press releases, and label-manufactured marketing rollouts were dismantled by teenage bloggers across the world, music critics, naturally, were also losing their footing. “didn’t matter anymore because now there’s Pitchfork. Of course, Pitchfork has become the new, but for a while there it seemed exciting and fresh, like the world was really changing,” Hamilton says.
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