Why FL is standing up formusic journalism
Thu 23rd Aug, 2012 in Features
Eight-and-a-half years ago, FasterLouder came to life. The online media game was very different back then: the “gothy” FasterLouder joining our sister site inthemix and a handful of blogs as one of the first music media to truly embrace the internet.
A tonne has changed since then. If you know how to use WordPress, you too can become a publisher. The market is so crowded with “me too” media that it’s time for us to evolve again, and today is that day. Welcome to the new FL.
There are so many sites running the same stories, regurgitating the same press releases, rewriting someone else’s scoops, premiering the same “exclusive” tracks, republishing tweets and embedding the same clips, that if you’re after bland content bots with no personality or distinguishable voice you really are spoilt for choice.
We’re drawing a line in the sand today, and debuting a brand new vision for what is desperately missing in the Australian online music media space; a thoughtful, incisive, critical, respected and influential voice. We’ve got the history, we’ve got the audience, we’ve got the resources, we’ve got the desire and we’re going to take you on a new journey starting right now.
We understand that it’s becoming harder to sift through the sheer morass of music available online, which makes it all the more imperative for us to be a resource you can trust. If there’s a great record being made around the world right now, we’ll let you know about it. If something’s shit? Don’t worry, we’ll let you know about it, too. A constant cheer squad doesn’t benefit anyone – not the artists, the audience, or our industry.
We’re going to be devoting our time to working on pieces that are unique to FL; pieces that make you think about what you’re reading. Sometimes they’ll be funny, sometimes they’ll be controversial, sometimes they’ll be touching – but they’ll never be boring. Take for example a no-holds-barred new Q&A series called “In The Firing Line” that puts artists under an intense spotlight, or our already provocative In Defence Of column, where we recast our critical eye over a maligned act. (Because even Nickelback deserves a fair go, right? OK, maybe not.)
We’re increasing our commitment to quality opinions from respected voices, industry heavyweights, musicians and some of the best music writers in the country. Today’s piece by Catcall on the Russian punk band Pussy Riot is indicative of the kind of things you’ll be reading here. It’s a fresh Australian angle to an issue of global importance.
From today you’ll notice a fresh change to what you think FL is. The past eight-and-a-half years have all been working towards this, and we’re proud to say we’re the only online media that’s going to be putting up a magnifying glass up to the industry to question, explore and champion what we love and hate.
We’re standing up for Australian music journalism when it’s most sorely needed.
The new FL starts today. Are you ready?