Mass drivers such as music channels (MTV) and radio were powerful and more and more artists were being signed. Now there are more and more artists coming up, however it does mean that independent labels can't compete with the mainstream labels. There is now a bigger connection across music. It enables artists to do their own thing as they don't necessarily have to follow what everyone wants to hear as there is such a vast amount of artists out there. However it is often that only the artists who are signed to the big labels will get mass publicity.
2. What are curators (such as Pitchfork and Hypemachine)? What is their role? Why are they important?
Curators such as Pitchfork and Hypemachine are music reviewing tools for customers for them to differentiate between the so called 'good' and 'bad' music. It also gives music and artist news with commentaries too. Pitchfork Media particularly focusses on independent and underground music, mainly from the indie-rock genre. The Hype Machine is an MP3 blog aggregator which allows people to listen and find music that their friends are listening to and more importantly people who aren't their friends so they get a wider spectrum of what to listen to.
3. How can you link what this video says about creativity (in video-making, in particular) to David Gauntlett's ideas and to the theory of the long tail?
Due to the rise in technology, artists are now able to create more original and creative products which could lead to a new type of audience which isn't the mainstream. Although these fan bases may not be of a large scale, these small fan bases show that due to the increase in music production it is now evident that niche audiences can be formed due to this.
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