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BLOT
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BLOT! is Avinash Kumar and Gaurav Malaker — an electronic arts collective based out of New Delhi. See some of their work on www.blottin.blog

The importance of deception in strategies for self-endorsement

musing conversation at the studio yesterday veered towards the inherently charlatan nature of the music scene and its constituents. Let's start with a few quotes I picked up along the way while talking to artists.

Believe it or not, these are real things real people have said about themselves and their art.

"I had an amazing gig in Bangalore that you heard about from a friend who's friend noticed it on a friend's feed on Fakebook."

"I am a bundle of energy."
"I am a musical genius."
"I love brothers and I love ladies."
"I am really dancing to my own music for a few hours three nights a week. I just can't help it. It's so good I just start dancing. Just like you are right now. It's controlling me. It's making me make itself."

"You look lost. My beats can shine you the way out of this waterfall of spirits. My melodies can lift your spirit away from the uncouth mess on the dance floor. My sub-bass is programmed to grab you by your solar-plexus and bring you to me. I can't help it. I am the music."

I played at an amazing electronic music festival in France. Besides the fact that it was an independently organised club event in the same city (and possibly the worst club in all of France), I do indeed believe I performed at the festival itself by virtue of proximity of ambience.

"Audiences drop gentle words of praise as they crowd around the console. They are always interested in the luminescent morse-code fantasies of music gear. The leaders of tribes howl and hoot their appreciation. I am transported so often into a world primordial; before the vagaries of language caught up with us. Innocent men and women paying homage to a shaman silhouetted by the moonlight."

"I went to this crazy after-party where everyone knew me, everyone loved me and everyone wanted to hang with me. This happens to me a lot now, or at least my impression of it is quite usual."

"I played at an amazing electronic music festival in France. Besides the fact that it was an independently organised club event in the same city (and possibly the worst club in all of France), I do indeed believe I performed at the festival itself by virtue of proximity of ambience. And there were no scruffy hippies at our gig, only cosmopolitan Parisians."

"Speaking of my out-station gigs, Berlin is the hippest city for us electronic music folks. The parties end on Monday afternoon and start on Thursday night. I couldn't believe how much they welcomed my music. I think they already heard it somewhere. Isn't the Internet amazing?"

"I've never paid for my fans on Facebook. Never."
"I've never pushed up my SoundCloud hits. Never."
"I've never sent bots to hike up my YouTube video views. Never."
"I don't strategise my tweets. I just try and be myself and share that with the world."

"I've never taken money from a brand to endorse them."
"I've never taken free gear; this is what I buy anyway."

"Speak to my manager. He says he is me in disguise."

"I was born with turntables in my crib."
"I was raised with a mic in my hand."
"I live with a headphone on one ear."
"I make peace signs for cameramen."
"I stick my tongue out for cameramen."
"I am going to die deaf."

"This latest track I made is the best one I have ever made."
"This new music video I am making is the sh*t."
"European underground labels are going nuts on my music."
"You should have seen the girls at my gig last week. Why can't our own city have such hot chicks?" (Can be used in any city. Beautiful.)

"I used to be a tabla prodigy. But that got boring so I thought I should learn new things. I really believe in evolving myself always."

"This is who I am. This is who you need to like. Not that other guy. Granted we have a lot of similarities but its the subtle differences you need to appreciate and magnify into life-altering ones. Yes its broadly the same sort of music, give or take a few BPMs, but his is just really cheap and uninformed. It takes hard work, and I work hard. Or it shows. It just shows how different our sounds are. Listen carefully next time, okay?"

An insider's view of an electronic music persona reveals some pretty interesting strategies that might appear deceptive but can also be forgiven for being, well, strategic.

 
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