We know Tone Deaf is your go-to for all things music and you probably wouldn’t dream of ever checking another music website, but if you are one of the few who feel compelled to check out other music outlets it can often be a challenge.
After all, there’s so many of them out there. What if there was some sort of website that could aggregate all of the best content from the top music blogs and present it to users in a handy list, allowing them to indicate their approval of the listed tracks?
Oh wait, yeah, there’s The Hype Machine. The thing is, The Hype Machine isn’t infallible. The popular site’s creator, Anthony Volodkin, recently admitted as much in a new blog post, in which he takes a stand against the unscrupulous tactics of some industry PR people.
According Volodkin’s blog post, certain PR outlets have been securing high spots on Hype Machine by cheating the system. “A few years have passed since I’ve written about our approach to Hype Machine’s Popular charts,” writes in the blog post.
“Since that post, we’ve prevented hundreds of artists and marketing teams from gaining an unfair advantage on our site. It’s disappointing, but it comes with the territory of maintaining a music chart that remains closely watched six years later.”
“More recently, we’ve become concerned over some new patterns on music blogs themselves,” he continues. “A handful of labels and PR outlets have focused their efforts on illicitly gaining coverage on Hype Machine-indexed blogs.”
“The most common approach is to become a contributor at an established blog and post their clients (or clients their friends are promoting). For maximum impact, the same person would then get a spot at multiple blogs to create the appearance of broader support for the release.”
“In some cases, the people running these blogs were aware of this, in others these discoveries have come as a surprise. We have stopped indexing blogs that support such behavior or do not select their writers carefully.”
Volodkin then lists several reasons why “it’s important for us that this does not continue on Hype Machine”, including:
• You should be able to listen to a track knowing that it was posted because the writer thinks it’s good—not because they’re a client.
• By creating a false sense of popularity for their artists, marketers can manipulate you into liking the music they are paid to promote. For example, if a track has been posted by many blogs, some of which are well-established, it is more likely to be heard and gain momentum through repetition. This encourages more blogs to post these artists, and the cycle repeats.
“While blogs are an integral part of music marketing in 2015, we want to support bloggers, labels, and PR agencies that operate with integrity,” Volodkin concludes.
