Muscling in at SXSW

What happens when music's big names want to be rediscovered?

It's a sad coincidence that Newton examined the decline of this form, in which enthusiasts effectively developed a new way for labels to promote and disseminate their artists' music in the Internet age, during the same week that already-existing musical (and snack) brands from all genres declared themselves to be worthy of "discovery." But is it surprising? As attention becomes its own currency, those who already have deep pockets—whether in the form of sponsorship cash or a name that can make news without playing a single note—will win out.

Let the chips fall: The giant Doritos machine
Erik Hess
Let the chips fall: The giant Doritos machine

mjohnston@villagevoice.com

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